Dubai-based Filipino Muslim entrepreneur and Philippine Business Council chairperson Asiyah Monjardin. SUPPLIED
After three decades of building businesses in Dubai, Filipino Muslim entrepreneur Asiyah Monjardin has added a new venture to her portfolio: Safiara, a halal and vegan skincare line made in the UAE.
The launch marks the realisation of a business goal Monjardin had shared with Expat Media in a previous interview, when she spoke about wanting to venture into skincare and retail.
At the time, she was already balancing her work as an architect, entrepreneur and Philippine Business Council Dubai chairperson, while overseeing businesses in the UAE and investments in the Philippines.
Now, Safiara brings that long-held ambition into a new industry, with a range of products designed around everyday skincare needs and created with Muslim women in mind.
Monjardin arrived in Dubai around 30 years ago, freshly trained as an architect in the Philippines. She went on to establish Multiline Design Contracting, a business she continues to run, and Desert Wok Restaurant, reflecting her interests in design, food and entrepreneurship.
She spoke about the importance of balancing her professional responsibilities with her values and faith. “I choose events that truly need my presence,” she said. “I don’t want to lose my values or neglect my prayer time. As a Muslim, that balance is important to me.”
That perspective now informs Safiara, a brand that places halal principles at the foundation of its identity.
Safiara: halal skincare designed for everyday routines
Safiara describes its approach as “skincare made with your day in mind”, with products intended to fit naturally into daily life rather than add unnecessary steps.
At the launch, Monjardin explained that the brand was created with Muslim women in mind, combining familiar skincare ingredients, vegan formulations and comfortable textures in routines that are straightforward to understand and maintain.
She said halal was part of the brand’s foundation from the beginning, rather than an afterthought. The company also emphasises clarity about ingredients, the purpose of each product and how it fits into an everyday routine.
Although designed with Muslim women in mind, Safiara says its products can be used by any woman looking for simple, comfortable daily skincare.
The initial Safiara range includes products for cleansing, hydration, overnight care and moisturising the face and hands.
Gentle Milk Cleanser: Designed for everyday cleansing, the milk cleanser is formulated with rose water, glycerin, niacinamide, panthenol, hyaluronic acid, allantoin and rice bran extract. The brand says it is intended to cleanse while supporting hydration, softness and post-cleansing comfort.
Hydrating Face Toner: The lightweight toner is designed to refresh and replenish skin after cleansing. Its ingredients include rose water, niacinamide, glycerin, hyaluronic acid, aloe vera, cucumber extract and rice extract.
Night Renewal Serum: The night serum combines vitamin C, rice peptides, Matrixyl peptides, bakuchiol, panthenol, hyaluronic acid, centella, niacinamide and glycerin. Safiara positions it as overnight care to support hydration and the appearance of smoother, brighter and more even-looking skin.
Firming + Brightening Anti-Aging Cream: The daily face cream includes rose water, niacinamide, Matrixyl peptides, squalane, glycerin, hyaluronic acid, centella, aloe vera and rice bran extract. It is formulated to support moisture and softness, as well as the appearance of brighter and firmer-looking skin.
Hand Cream: Designed for hands that may become dry through frequent washing, the hand cream contains Matrixyl peptides, rice peptides, bakuchiol, niacinamide, panthenol, hyaluronic acid, centella, vitamin E and glycerin. The brand says it is intended to help maintain moisture and leave hands feeling soft and comfortable without a heavy feel.
The brand’s overall approach centres on recognisable ingredients, comfortable textures and routines that are easy to maintain.
Safiara products can be ordered through the brand’s website at safiara.ae. For enquiries, customers can contact +971 55 542 0160. The brand is also on Instagram at @safiara.ae and on Facebook. PIA/Expat Media
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