Born from a thirty year friendship between Dina Fares and Karen Zaatari, Etère is a new beauty and lifestyle brand set to accompany us on a mindful journey into the present.
Dina and Karen envisioned Etère as a journey in mindfulness, reclaiming everyday rituals. ‘Etère, from the Latin Iter, means “journey” and it is in fact our journey’ Dina and Karen tell us, ‘which we hope to intersect and connect with others’ journeys.’ The two ladies started with skincare products and some high in color well-thought accessories with one leading principle ‘the product should always serve the mind, body and soul.’ Their brand mirrors their friendship, a journey of acceptance, embracing their similarities and differences, ‘we understand each other’s passions and strengths.’ Dina handles the numbers side of the business ‘her love for numbers and excel makes a whole company set up look very easy (it is not!)’ Karen laughs. Karen loves to create, and feels best when in a lab trying to change formulas with the chemist. The project came to life after two years of research. They started talking about the idea when the world was put on hold, when we all had to stay still and realized the need to put our minds and our bodies at ease, ‘it made us see things a little bit clearer, little things a little bit bigger.’ Their smart-design, mood lifting colors and luscious smells; oud, musk or coco, invite us to bask in the present moment.
We asked Karen and Dina about their wellbeing rituals; ‘I love that time of day after my shower, massaging my body with the hydrating lotion; white oud is my ultimate favorite scent, then putting on some hair serum and brushing my hair’ (they designed a scalp massaging Schima wood brush), Karen says. For Dina the day starts smooth ‘the best part of my self-care routine is morning coffee and reading a book. I feel the quietness the morning gives me is so empowering and grounding.’ They imagine each product as a way to create emotion and comfort. The lotions with soft textures appeal to both senses; touch and smell; ‘living in Dubai, I wanted a lotion that doesn’t stick, hydrates, fast absorbent and with a smell that lasts all day’ Dina tells us. Their colorful water bottle holder is intended as a worry free, hands free companion to carry all other belongings as well; keys, phone, money... to the gym, or outdoors on a hike, inspired by Karen’s love of nature. They created a tote bag with a laptop pocket; easy and light to carry, and chose sunny neon and pastel nuances for their waist bags; designed to be spacious enough yet not bulky. The two ladies are on a perpetual search and expansion of their product line ‘there is absolutely no frame or category that could define our offering, anything that can lift up the senses is a potential product.’ They curated a beautiful gift box as a treat for the eyes first, and have a few new product releases lined up ‘one of them is very innovative we can assure you that!’ Each product comes with a self-care message. Making life just a little sweeter and easier, one ritual at a time.
Photo credits: Francesca Matta
