Beauty Unveiled: A Journey with IFMNS towards Self-Care and Wellness
With the motto “the determination to succeed is success” as their guiding principle, IFMNS emerges as a pioneering self-love inclusive beauty brand. Developed through extensive testing over years, this brand unveils a unique range of vegan formulations crafted by leading scientists. Harnessing the power of pure ingredients and cutting-edge biotechnology, each product, whether it’s the brightening vitamin C serum or the nourishing night oil drops, addresses skin care concerns without compromising on safety. The result? A radiant, healthy complexion for every user. Complementing their skin care line, IFMNS offers meticulously curated home scents, all handcrafted in Italy. From candles to diffusers, these scents transport you to the captivating essence of the region, featuring notes like myrrh, oud, and dates.
Read our exclusive interview with IFMNS founder, Isra Bin Hashim, on the story behind her brand and its launch in the Middle East.
FV: Tell us about the journey that led you to launching your skin care & home lifestyle brand, IFMNS. How did you find your way into the beauty space?
IBH: The inception of our skin care and home lifestyle journey started a long time ago. It was my personal experience after using many skin care products, as well as a personal commitment to fellow skin care enthusiasts, that led me to establishing a distinctive brand. We incorporate certain hero ingredients that guarantee a coveted space in everyone’s skin care routine. As a passionate skin care aficionado myself, it was paramount that during the formulation process, I fostered a deep connection between my customers and the essence of the brand. This connection, I believe, translates into a transformative experience, culminating in radiant and healthy skin with each use.
FV: How do you define ‘beauty’?
IBH: While it’s often said that “beauty lies in the eyes of the beholder”, I prefer to define it as the reflection you see in yourself. However, prioritizing skin care should be fundamental, requiring dedicated time for skin care routines.
FV: What, in your opinion, is the brand’s hero product? Is it the newly launched Green Caviar collection?
IBH: Following extensive formulation efforts, IFMNS is delighted to finally unveil our popular caviar products. Yes, I would definitely say that they stand out as our flagship collection. Alongside these, we proudly offer a range of vegan products, which I also consider as heroes. The extract of the Green Caviar avoids skin dehydration for up to 24 hours and preserves the skin’s radiance, which is what I aim for my customers to experience.
FV: Skin care can be really confusing to people. How do you make it more understandable and where do you recommend people should start?
IBH: Understanding skin care might be a bit perplexing indeed. It’s crucial for everyone to realize that taking care of your skin now means taking care of it for the future. IFMNS has simplified skin care into four easy steps for the daytime:
- Foaming Cleanser;
- Toner;
- Hyaluronic serum;
- Day cream.
For the nighttime regimen, we offer retinoid, available in either night oil or night cream formulations.
FV: What has been the biggest challenge you have faced as an entrepreneur so far?
IBH: Competition in the skin care industry and staying ahead of consumer demands is quite challenging. Establishing a brand reputation was another primary goal. However, with our exclusive and lavish ingredient, green caviar, sourced directly from the ocean, alongside our vegan offerings, fostering loyal customers has proved to be effortless.
FV: What is at the core of IFMNS’s DNA? What does ‘self-care’ mean to you?
IBH: The essence of our brand lies in the use of natural ingredients, predominantly sourced from plants and vitamins. Our commitment extends to cruelty-free and sulfate-free formulations, with some products being entirely vegan.
In my view, self-care is synonymous with self-love. It’s imperative to cherish oneself. Maintaining the skin’s optimal health is the ultimate act of self-love, a pledge IFMNS wholeheartedly stands behind.
FV: Talk us through your skin care routine.
IBH: As a skin care lover, I am dedicated to maintaining the health and vitality of my skin through consistent daily and monthly routines. I firmly believe that the way we care for our skin significantly impacts our overall appearance.
My morning skin care routine starts with:
- Cleansing my face using IFMNS Foaming Cleanser followed by a rinse with cold water;
- Applying hyaluronic serum to hydrate my skin;
- Vitamin C serum;
- Day cream;
- Sunscreen.
For my nighttime routine, I incorporate:
- Brightening cream and retinoid serum on alternate days;
- Weekly facial masks and monthly deep facials;
- Utilizing a derma pen with vitamin C or caviar drops, yielding noticeable improvements in my skin;
- I limit scrub usage to three times a week.
All the skin care products I use are from IFMNS, ensuring a consistent and reliable skin care regimen.
FV: The home fragrance market is currently oversaturated – how do you see the region respond to the IFMNS home lifestyle’s offering?
IBH: The home scent market is experiencing positive growth, but reaching new customers remains a key objective. Our home range, enriched with natural ingredients such as dates, orange, myrrh, and oud, resonates well with consumers, eliciting a positive response to our products.
FV: The Men’s beauty business is booming, what response did you receive from the men in the region to IFMNS?
IBH: Indeed, a higher percentage of men are now prioritizing skin care. Given that IFMNS caters to all genders, we receive significant orders from the male demographic as well, a testament to the success of IFMNS.
And as IFMNS continues to redefine beauty, its dedication to innovation and customer satisfaction ensures a successful journey ahead. With a diverse range of premium products crafted with natural ingredients, IFMNS invites consumers to prioritize well-being and embrace their unique beauty, making everyday skincare a rewarding experience.
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