Salama Mohamed is a well-known social media influencer in the Middle East, often seen in humorous videos with her husband, Khalid Al Ameri, also a social media personality, surrounding their family life and social topics.
In a recent entrepreneurial move, Salama has just launched her very own skincare line, Peacefull, which has just launched at Sephora.
Peacefull launched at the French multi-national store on June 21st 2021 and features a cleanser, toner and moisturizer as its first product offerings. The South Korean-made line has not only been a passion project for Salama, but one close to her personal journey with her skin as she suffers from vitiligo.
In a statement, the new beauty entrepreneur spoke about her journey with vitiligo and what it means to her, “I was diagnosed at the age of five. So, due to my vitiligo, I have super sensitive skin. I’m blessed with my vitiligo, don’t get me wrong. It’s like my biggest strength as of today, it’s my super, super power.” Mohamed went on to speak about how her sensitive skin caused her to suffer with untreatable acne, channeling the beginning of her foray into the overwhelming world of skincare.
Salama Mohamed has over 1 million Instagram followers alone, and having suffered with acne throughout her twenties, it made her feel very insecure in a social media world where image is a thing of importance. She told Arab News of her fondness of Korean skincare, “I was not comfortable in my own skin. This is why I went to seek Korean skincare, and I swear by the Korean habits. It has changed my life and it has changed the way I look at myself in the mirror when I wake up and I see my skin. That’s what led me into saying, ‘you know, what? We all deserve to have good skincare.’ So I went to Korea, went to the best factory in Korea, and created a skincare (line).”
One of the key factors that Salama had to really consider was the climate difference between the Middle East and Korea, “It was challenging for the factory, because they’ve never done skincare for the Middle East, never … So, we had to put all of our products, from the packaging to the formula, in a heat chamber for 50 degrees, just to mimic the weather of the Middle East, for three months,” she said.
Being a hijabi influencer, it was highly important to Salama Mohamed that all her products boasted gluten, paraben, sulfate, fragrance and cruelty free ingredients and that she wanted to create three simple products that had the same effects of a 10 step skincare ritual.
With her current product offering being minimal, the social media star is currently working on a number of new products that are under wraps at the moment.
With the understanding that highly retouched images can make many people feel insecure about their skin, or abnormal, Salama has vowed to ensure that Peacefull’s beauty campaigns remain unedited and unfiltered, as she believes that Peacefull is “a beautiful celebration of who we are. It’s not just a skincare brand where we’re making a difference. We’re saying it’s okay to be comfortable in your own skin. I personally believe the highest form of self-love is actually just being at peace with yourself.”