XENA believes that beauty should not come at the cost of your health.
It started with a reaction
XENA began with something personal. Our founder developed a severe skin allergy to an ingredient in his favourite soap, a product he had trusted for years.
That reaction sent him looking at labels more closely. The more he read, the more he found that many everyday cosmetics contain ingredients most of us would rather not put on our skin.
So he went looking for a better way. He travelled to learn how plants, oils and natural extracts have been used in skincare for generations, and he founded XENA to make natural cosmetics that are safe, effective and honest about what's inside.
Our mission
We make natural, affordable skincare using pure ingredients from the Dead Sea and the Mediterranean. We leave out the things we don't believe belong on your skin, like parabens, sulfates, phthalates, alcohol and added fragrance, and we want to help people make more informed choices about what they use every day.
What we stand for
- Ingredients you can read. Every product lists exactly what's inside, on the pack and on our website.
- Nature first. Mineral-rich Dead Sea mud, kaolin clay, aloe vera, organic shea butter, jojoba oil and rosemary. Ingredients chosen for a reason.
- Kind to animals. Our products are not tested on animals.
- Made in Jordan. Our mask is made close to the Dead Sea, where its key ingredient comes from.
- For everyone. Good skin isn't a men's thing or a women's thing. Our products are made for every skin type.
- Fair prices. Natural skincare shouldn't be a luxury.
Where we're going
We're starting with one product we're proud of, our Dead Sea Mud Mask for face and body, delivered across the UAE. The rest of the GCC is coming soon, and so are new products built on the same principles.