Hands up if you have ever taken a chocolate cake into the shower. Ever washed your face with a piece of watermelon? How about bathing with a mandarin petit four, a strawberry cupcake or a slice of banana cheesecake?
This is no food fight but the latest trend to hit Abu Dhabi. Cosmetics company Le Soie has opened its first franchise (LeSoieSavon), selling unique, fragrant soaps created from real fruit and dessert essences.
Franchise co-owner, Ebrahim Al Saleh, said the products are “all handmade in Belgium from organic and halal ingredients, and come in a wide variety of shapes, from cakes to shells, hearts and even lollipops”.
“There’s nothing like this in the UAE,” he said. “Even the packaging that our soaps are wrapped in is halal.”
Le Soie’s first franchise (LeSoieSavon) launched near Lulu in Mushrif Mall, Abu Dhabi, on May 11 and a second will open in the World Trade Centre mall on June 7. Both are perfectly timed for summer.
Le Soie is already gaining a strong online presence through its website www.lesoie.com where customers can find not just the soaps but a wide range of personal care products, including some made with camel milk from right here in the UAE.
CEO, Mohamed Abd El Azeem, said: “There’s also a cute range for kids called Joujou, with floating soap characters such as a swimming fish, a floating duck and a jumping dolphin. Our products are fresh and fun. You could say Le Soie is putting the wow back into washing!”
By: Matthew Brace
Matthew Brace is a writer, editor and strategic comms advisor. mattbracemedia@gmail.com
(All photos copyright Matthew Brace)
