Why 117?

It all started when I noticed many women including me struggle to buy their perfect Skincare Products in UAE. Me and my friends main challenge was to find products for fast recovery from damages caused by endless make up and heating tools that are a must on every set, and a constant sun exposure at work and in the day-to-day life.

The skincare products that proved their results were very difficult to find in the UAE or Middle East and we had to spend a lot of our time and effort searching through many online stores and make separate orders for each as we couldn’t find the "One Platform" that has it all. And because we were making all these separate orders from different countries, we had to pay each country’s custom fees and taxes when exporting outside, as well as high delivery charges on top. Then we had to wait for each order to arrive hoping there will be no delays or damages.

Some of the other amazing products just weren’t available anywhere but one or two stores in a certain country. Some of us had to ask a friend traveling there to bring them for us and we usually bought them in bulk so they can last long enough till someone else travels to the same destination.

The problem continued when I found out even more women and men have the same issue in their everyday life in the Middle East. By living side-by-side with people from all different backgrounds, ethnicities and lifestyles, I had to witness their everyday struggles when it comes to selfceare. While a lot of women can’t find products for Sensitive Skin, Curly Hair, or Stretch Marks, etc, Men can not find anything at all. And all of us are searching for a sunscreens that blend well and don't leave a white cast.

Our main goal is to become a One Stop Beauty Destination that provides each skin type an access to the finest and most suitable selfceare products. Moreover, our mission is to support women and men on their skincare leveling up journey.

We appreciate each and every contribution to our business as we work hard to evolve together with our costumers. To become more Beautiful, Confident, and Thriving version of ourselves.