Since its launch in 2017, Sahara Rose has encouraged women to make their skincare routines rare moments of decadent me-time. Now, it’s clearly communicating to them about that purpose.
The skincare brand has stepped up its website, packaging and messaging to convey that it provides a captivating staycation in a bottle. The improvements were directed by Carrie Lannon, a branding consultant who’s worked with Tiffany & Co., Mercedes Benz and Burberry on activations.
“Our customers tell us that experiencing Sahara Rose is a treat they look forward to every day, and that is exactly my goal,” says founder Ikram Elharti, adding about her brand’s upgraded site, “We wanted it to be a window to showcase the authenticity of our brand. We wanted to detail our ingredients, values and what makes us different contrary to the first version, which was much more product-oriented.”
Sahara Rose’s target demographic is women, largely professionals and mothers, struggling to find spare minutes for self-care. A mom of two, Elharti says, “My needs and that of other busy women inspired me to create a vision of wellness and the rituals that I witnessed growing up. I grew up in Morocco where I saw my grandmother always practicing self-care with her friends and indulging in lush products at Turkish baths. I believe if products appeal to the senses—fragrant, textural and beautiful—that women would be more likely to set aside the time to enjoy them.”
Promoted as cruelty-free, natural and sustainable, Sahara Rose’s six-item assortment priced from $39 and $65 contains Sumptuous Regenerating Cream, Resplendent Detoxifying Mask, Luminous Clarifying Cleanser, Desert Goddess Remineralizing Polish, Divine Beauty Serum and Sublime Replenishing Milk. The brand is named for a resilient desert rose that flourishes in harsh climates, and its products are formulated to combat environmental stressors while delivering affordable luxury.
“Our customers tell us that experiencing Sahara Rose is a treat they look forward to every day, and that is exactly my goal.”
“Using Sahara Rose is a sensory experience,” says Elharti. “By senses, we mean textures that glide onto the skin and immediately feel nourishing, natural fragrances that transport you, and beautiful packaging that hints at the treasures inside.”
Sahara Rose’s products are packaged in recyclable amber glass bottles and jars. The bottles and jars are encased in recyclable cardboard boxes with a soft touch finish, rose gold stamping and desert rose petal hues. Sahara Rose is manufactured in Florida, but Elharti originally ventured to Morocco for ingredient sourcing. The brand’s signature scent draws upon a family recipe. Key essential oils in it like neroli and clove were used by Elharti’s grandmother.
“The whole house would smell like this scent for weeks and weeks. I missed it, and it stayed with me,” says Elharti, recalling her grandmother’s house. “It’s very unique and effective for your skin, but it also uplifts your mood and makes you feel good about doing something for yourself.”
Sahara Rose’s are carried by spas, hotels, boutiques and pharmacies across the United States, including Northside Pharmacy, Rue du Marche and The Royal Mirage. It’s also teamed up with subscription boxes such as Organic Bunny and Goddess Provisions. Although Elharti expects to grow Sahara Rose’s distribution, she takes on wholesale partners extremely selectively. Goop, Credo and The Detox Market are dream partners.
“I believe if products appeal to the senses—fragrant, textural and beautiful—that women would be more likely to set aside the time to enjoy them.”
The brand has stretched beyond U.S. borders. In April, Sahara Rose premiered in the Middle East at Galeries Lafayette Doha in Qatar. In August, it’s set to debut at YATA in Hong Kong.
“What is important to me is building Sahara Rose with the right long-term partnerships,” says Elharti. “I’d rather wait for the right partner who shares our values and supports their brands. We want retailers who would allow our brand and products to be tried out and experienced by the customer.”
Next month, Sahara Rose plans to introduce a facial mist called Sacred Energy Radiance Mist infused with ruby crystals, hyaluronic acid and desert rose petals. Elharti says, “It’s great to use as a makeup setting spray or throughout the day to freshen and uplift the skin and senses for a radiant and luminous complexion.”
The brand is likely to branch out to beauty categories beyond skincare in the future. “There are no limits to what we can create,” says Elharti. “I’m so passionate about offering moments of indulgence to busy and active women. My No. 1 priority is to keep developing sensual products that offer healthy, radiant skin and inspire wellbeing.”
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