Prominent for its medicinal and beauty-enhancing properties, the ancient Sidr tree is at the beating heart of MARIAM EM
By Culture Hub Middle East Staff
A tribute to the storied cultural heritage of the Arab world, MARIAM EM is committed to products that naturally nourish the body and skin. The new Abu Dhabi-based beauty brand takes cue from the beautiful Sidr tree, a bountiful plant sacred to Islamic culture, and a staple in many traditional remedies.
“The inspiration is the magnificent Sidr tree which is very dear to the Arab world given it’s spiritual, historic, and current uses,” explains Mariam, founder of the eponymous brand. “The idea was to introduce its benefits to all skincare enthusiasts who may have never heard of it before or who actually grew up using it but never found it in manufactured products.”
And although the main inspiration stems from the Arabian desert, the brand also nods to other geographies; the products are infused with several botanical blends celebrated in different cultures including Indian and Chinese.
In Arab culture, the eyes and lashes have long served as symbols of femininity and have been revered in poetry and song as the epitome of attractiveness. Inspired by this rich history, MARIAM EM is dedicated to creating holistic beauty essentials that not only enhance the health of the skin, but also minimise our impact on the environment.
Specially of note is the all-natural eyelash and brow serum, a thoughtfully combined remedy for elevating the density and strength of lashes and brows, giving them a stunningly radiant gleam. In a bid to protect the planet, the product rejects unnecessary packaging and instead, embracing the principle of simplicity, comes in a simple box without the use of excess materials.
The prostaglandin-free formula uses naturally nourishing ingredients – including Ziziphus Spina-Christi (Sidr) and Thuja Plicata Leaf extracts – to promote healthy hair growth.
On the brand’s future plans, Mariam hints, “MARIAM EM will be launching more holistic products soon, but we don’t want to rush the process. We haven’t revealed it yet, but the next launch would be the face serum which we have been working on for three years, amongst other products”.
Check back soon for a review update on the eyelash and brow serum by MARIAM EM.
