Harmony Cosmetics’ brand, Herbal Essentials, offers its clients high-quality, all-natural beauty products based on ancient Ayurvedic recipes. Herbal Essentials products are affordable, paraben-, sulfate-, carcinogen- and cruelty-free personal care products that are made with natural ingredients sourced from the Himalayas. As the only MENA-made, PETA-approved beauty product, Essentials is differentiating itself from conglomerate brands as a boutique brand in tune with consumer concerns.

Having lived in four countries, founder Aly Rahimtoola is a global citizen with the perspective needed to lead a consumer goods company beyond its national borders. He attended Brown University in the United States, where he graduated Magna Cum laude with a double BA in Economics and Political Science. After graduating he worked in finance until he moving back to Pakistan to work in his family’s business. After noting some volatility He wanted to diversify his investments and settled on the beauty industry, which he predicted would continue to grow despite economic decline. Aly began attending beauty roadshows in Dubai, and knew he had found a winning formula when he met a formulator from the foothills of the Himalayas who had created several products with many years of blending natural products. He made a licensing deal with the formulator who did not have enough capital to start his business. They hired a local PR firm, and within four years Herbal Essential products were a success!

*Indicates Endeavor alumni