Redefining An Side Of The Magnificence Sector In Dubai

Jessica Usenbor, 36, moved to Dubai in 2018 after being a lifelong New Yorker. Self-described as Nigerian-American, she found a spot out there.

“I’m going from a metropolis, New York, the place there’s a magnificence provide retailer in each nook, I can get the merchandise I would like at each stage, regardless of the value level, regardless of the kind. And I come right here and I’m struggling.”

She began planning THEKÜR over two years, lastly launching in April this yr.

Pronounced ‘the treatment’, this comes from Usenbor being a problem-solver; and that is the treatment she has, a curated vary of skincare and haircare merchandise.

“It’s vital to say we’re not trying just for melanated pores and skin, we simply wish to be included in that dialog. So our merchandise, particularly our skincare merchandise, are meant for everybody – anybody can use it – however the manufacturers are inclusive to individuals of coloration.”

Usenbor factors out that there are nonetheless moisturizers at present that render a white solid on the pores and skin, nonetheless an enormous market round bleaching, and sometimes increased ranges of whitening brokers in masks.

“It was actually vital to search for manufacturers which can be really specializing in the canvas that’s inclusive to individuals of coloration.”

She desires to point out the fantastic thing about brown and black individuals within the Center East.

Haircare merchandise are based mostly on texture and environmental considerations, in addition to way of life. Her web site, she says, guides and tailors merchandise to your wants. The merchandise are sourced not for the sake of luxurious – however for effectiveness, designed typically by dieticians and dermatologists.

Through the interview, Usenbor is carrying the Vitamin Injections London sunscreen. She says the perfect factor in regards to the sunscreen is you don’t have to fret a few white solid.

“However not solely that, they’re clear. They’re vegan, cruelty-free, they’re made with very wealthy substances. It has hyaluronic acid in them. It has varied oils to assist shield the pores and skin. So not solely is it defending you from it [the sun], it’s additionally treating your pores and skin.”

In terms of shifting to a brand new metropolis from internationally, Usenbor doesn’t have the identical story as many.

“I lived within the hustle bustle, New York Metropolis mentality. It’s simply intense on a regular basis, career-driven. And I simply wanted a break. I did a silent meditation retreat in Thailand. And I got here again and stated ‘I’m quitting my job, I’m going worldwide’.”

She felt at residence the second she landed in Dubai, seeing town lights in a taxi going to her lodge.

“I knew that is precisely the place I wanted to be. I’ve been lucky to type of entice like-minded individuals. I’ve simply made it residence pretty rapidly. It’s not excellent, although. It has its personal quirks,” Usenbor outlines.

“However I do suppose that the chance right here is big, they’re in a spot the place there are numerous gaps, and they’re searching for individuals to return in and assist them shut it and companion with them on that. And I believe THEKÜR wouldn’t have been birthed anyplace else. That is the place it wanted to occur,” she says of Dubai.

Subsequent month, she is bringing haircare designed by a most cancers survivor, and likewise introducing their first premium male line. In 2023, THEKÜR is hoping to develop to South Africa.