Entering your teen years is a rollercoaster ride of emotions and experiences. Discovering yourself, dealing with new emotions and figuring out what you want to do in the future is already mentally exhausting. The last thing you want to think about is how to treat your acne. With this in mind, NFRY entered the skincare market to provide a simple solution.
Inspiration Behind the Brand
“Growing up, I always used to suffer from acne. The people around me and I were always so confused on what to use. There were 5,000 things to use: several types of serums, cleansers and toners. The good products were also imported and very expensive. The products I used irritated my skin more and caused peeling. So, I wanted to do something for the age group from 15 to 25 that would be affordable, simple and effective,” explained Dr. Salma Awad, the founder.
To convey their mission, she chose the name NFRY. It is derived from the ancient Egyptian term “nfr”, which signifies beauty and youth. It illustrates their goal of empowering young adults to feel confident in their own skin.
Three-Step Routine
NFRY offers a three-step skin care routine for acne-prone skin. The first is the cleanser. The main active ingredient in it is salicylic acid. As it can dry out the skin a bit, she paired it with aloe vera and green tea to counter the effect. The second step is the serum. While other products use arbutin, she opted for niacinamide as it less harsh on the skin. As an end to the routine, the moisturizer restores the skin barrier.
“People who have acne, at a young age, also have sensitive skin. So, this was the challenge: choosing ingredients that actually make a difference with acne but are also very gentle on the skin,” pointed out Dr. Salma.
As the brand grows, she is committed to not straying away from the targeted age group. This involves keeping the product affordable even during inflationary periods. She is also focused on using distribution channels that reach the age group, so the product is available online on their website as well as Noon. As for physical stores, it can be found in Go Native, Maison 69 and most recently Lush Rush vending machine in Park Street.