BeautyTalks with Rita Basmadjian, President of Maison Du Laurier

What was the inspiration behind launching your product/brand?

My inspiration stems from a deep connection to my Syrian heritage and a desire to share the authentic beauty and traditions of Aleppo soap with people around the world. Growing up, Aleppo soap was an integral part of my daily life, and it evokes fond memories of family and home. Witnessing the widespread availability of inferior quality Aleppo soap in Western markets motivated me to take action and offer a genuine alternative. I believe in the importance of preserving traditional craftsmanship and providing consumers with products they can trust and enjoy. This drove me to establish my brand and dedicate myself to delivering authentic Aleppo soap that reflects the true essence of its origins.   As a Syrian-French individual, I wanted to offer Europeans and Americans genuine Aleppo soap, exclusively crafted in Syria. This product holds a special place in my heart as it reminds me of my youth and my mother. Nowadays, we find Aleppo soap in European and American markets, even made with palm oil and at high prices. So, I wished to launch my brand to sell authentic Aleppo soap at reasonable prices.

“I believe in the importance of preserving traditional craftsmanship and providing consumers with products they can trust and enjoy.”

How does your brand differ from other industry brands in the same category? What gives you the competitive edge?

The trust that we give to our customers. With us, all our customers buy real Aleppo soap, because our partner is the soap maker, who makes the soaps in his soap factory in Aleppo. 

What are your brand values?

We don't just sell you a simple soap; we also take you on a journey through its city of origin, which was entirely devastated. By becoming our customers, you are not only purchasing natural and artisanal soap but also supporting our mission to sustain the production of authentic Aleppo soap, exclusively crafted in Syria. Furthermore, your support contributes to our humanitarian and solidarity efforts aimed at the reconstruction of this devastated city. 

Walk us through your development process — from ideation to the product we see on the shelf.

Our journey into the ancient art of producing authentic Aleppo soaps commenced within the premises of our finest soap factories in Aleppo. A landmark chapter unfolded in 1998, marking the inception of our first batch of traditional Aleppo soaps. Since then, despite the myriad challenges and adversities that Syria has faced, we have steadfastly persisted, dedicating our unwavering commitment to perpetuating the ancestral heritage of Aleppo's master soap makers. Guided by the unwavering vision to preserve the deeply ingrained traditional values of our homeland, we have continued to proudly uphold age-old techniques and the authenticity of each batch of our soaps. This unwavering determination has not only preserved the legacy of our forefathers but has also ensured the continuity of a revered tradition that transcends eras and borders. Today, our commitment to artisanal excellence and the preservation of traditional methods remains unwavering, bearing witness to our profound respect for the timeless art of Aleppo soap. As we continue this journey steeped in historical values, we remain firmly dedicated to honoring the legacy of our predecessors, thereby offering our customers an authentic experience infused with the very essence of Syrian culture and tradition.

What are your hero ingredients?

Olive oil and Laurel Berry oil

Other than your company, what is something you are passionate about?

Woman entrepreneurship  

What is one major lesson you learned about running a business?

"You must believe in what you do. If you already believe, you've already succeeded 90%. The remaining 10% is about perseverance and rigour. It's about staying true to your vision and not giving up, even when faced with challenges."

What are some challenges you have overcome with your brand?

Because we work with Syria, we experience many difficulties, such as controlling the customs for each container we receive. 

What would you say is your most effective marketing channel? Has it changed over time?

The B2b marketplaces

Give us the backstory of your brand’s name. 

HighOnLove is a little play on words since cannabis hemp seed oil is involved, of course, but our brand name's version of getting "high" is more about elevating wellbeing – from self-care or self-love to romance with a partner. Our products don’t contain THC, so there is no high. It's about taking pleasure from these outlets and being shameless about it. 

What do you think is the most prominent concern in the beauty industry? 

The sheer size of the industry is overwhelming. With so many brands and products, it's always a challenge to stand out as a brand and offer a product that is truly valuable. That's why quality and innovation are really our 'North Star' - and why we aren't afraid to be one of the first brands to blend self-care and sexual wellness.