Female Entrepreneur Committed to Decreasing Harmful Products in Households

Rooted Regimen was founded by Soraya Sawan and her husband, born out of a mission to provide home care products that are safe for children, pets, and the planet.

Soraya was born in Jeddah and has lived all over the world (London, San Diego, Los Angeles, San Francisco, Beirut), but has called Dubai home since 2009. She has 15 years of experience in publishing and public relations.

Her first role was at Executive Magazine, a regional business publication, as the Banking and Finance Editor and eventually taking the helm as the region’s Bureau Chief.

She then spent time working at a boutique PR agency. Later, Soraya was the Accessories Editor at online magazine Savoir Flair before moving into freelance writing and editing.

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Bassem was born in the UAE and has lived here for over 20 years of his life. In 2006, he started his career with Procter & Gamble in brand management and in 2010, pursued an MBA at Harvard Business School.

He later joined Bain & Company where he worked as a management consultant for a few years, before joining Google in 2015.

The husband-and-wife duo have been together for 15 years and have two young daughters. Their passion for clean living began when they decided to start a family, yearning to create a safe, non-toxic environment at home.

They conceptualized the idea of Rooted Regimen after experiencing and learning a host of health issues caused by different ingredients present in most personal and home care products, they set out to create a safe and affordable alternative.

The couple collaborated with a UK- based Research & Development Lab to formulate Rooted Regimen. Each formula is certified Vegan and Hypoallergenic, and made entirely from plant- based materials, with each ingredient rated ‘green’ by the Environmental Working Group.

Rooted Regimen offers ethical, safe and toxin - free home care products on a completely online platform. Each product is sold in recyclable, reusable packaging to ensure minimum harm to the planet, with tough ingredients that can leave any space looking spotless.

Bassem and Soraya believe that everyone deserves access to safe and affordable home cleaning products, which they ensure by operating from a 100% digital platform and adopting a refill model.

They believe that a healthy home is the first step to building a healthy planet and are committed to ensuring the same for everyone.

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