In conversation with Emirati influencer Salama Mohamed

Social media sensation Salama Mohamed chats to DSCVR about her skincare brand, life in the UAE and the responsibility of being a UN High Profile Ambassador.

You’ve grown quite an impressive online community alongside your husband, Khalid Al Ameri. What was it that initially encouraged you to venture into the world of social media?

I always naturally gravitated towards skits and educational videos. This was the type of content I consumed and ultimately, I, or should I say we, knew we could carve a name out for ourselves in this space on social media. However, as my community began to grow, I started receiving questions about my skin and confidence, which led me to open up about my journey, living with vitiligo and acceptance. I realised I had a much bigger purpose and passion in this space. 

Having amassed over 14 million followers on social media, which platform do you personally prefer and why – Instagram, TikTok, Facebook or YouTube?

I love all of them! Each of these platforms is unique in its own way, from the audience to the content created. They are all my favourites. They each hold a special place in my heart.

You’re seen as a role model for many young women in the UAE. How do you feel about this responsibility and how do you come up with such inspiring content?

For me, this comes down to being truly authentic, be it in the content I put out and even in my day to day life. I have a sense of duty, especially to my younger community, who are far more impressionable, to not give a distorted view of life. With my content, I aim to be relatable. Even if there’s a comedic element to it, I want my community to be able to relate to the skits and videos and to know I’m right there with them. That being said, if we each work hard and strive to be the best version of ourselves, I do believe that we can each be our own individual role models.

Was the progression from regional influencer into the world of beauty a natural one?

The launch of Peacefull was a natural extension of my journey and the realisation of a lifelong dream to build a line from the region, for the region, and create product ranges specifically for communities that are inclusive of all.

As a UN High Profile Ambassador, how does it feel to be representing the UAE on the world stage? 

It’s an honour and such a privilege to be associated with the UN and represent the UAE and highlight its work worldwide. Being able to showcase the UAE’s humanitarian initiatives, projects, and programs that give the less privileged the tools to enhance their situation and become self-reliant. For instance, our last trip with the UN was to Uganda, where the UAE was developing schools and educational programs for the South Sudanese refugees to grow and harvest their own food.

Could you please share with us some of your favourite restaurants and cultural attractions in the UAE?

Goldfish Sushi and Yakitori is one of my favourite restaurants. I love sushi! And for the attractions, Khor Fakkan and Hatta in the winter are amazing. There’s also the Rain Room in Sharjah, which is an absolute must-visit in the UAE. The Grand Mosque in Abu Dhabi is also such a surreal experience. There’s also the Louvre Abu Dhabi. I know these may sound cliche but they are genuinely some of my favourite places.

What was the inspiration behind creating your skincare brand Peacefull?

I’ve been blessed with vitiligo and sensitive skin from early on, so I’ve always searched for skincare products that would provide my skin with what it needed, but I couldn’t find ones that hit the mark for me. Eventually, through my search, I stumbled on Korean skincare and discovered the healing powers of active ingredients through the ten-step skincare routine and I have not looked back since! It completely changed my skin and my relationship with skincare.  This led to me creating Peacefull, which you can say started out of necessity because I needed products to help my sensitive skin. After finding Korean skincare and active ingredients, I wanted to share formulas that work with my global community because I truly believe we all deserve good skincare!

Why Peacefull? What is the significance behind the name of the brand? 

I’ve always said that being at peace in your skin is the highest form of self-love and I’m not sure if you know but Salama, my name, means peace and safety, so there was such a direct link that just felt right. And we specifically spell with a double ‘l’ to emphasise how Peacefull our products are.

Born and raised in the UAE, how important was it for you to launch a brand specifically for women in the region?

Very important! That being said, Peacefull isn’t just for women in the region. What makes us unique is that we are for everyone who lives in the region or those exposed to similar climates. We are an inclusive brand made for everyone, all genders, nationalities, skin types, and sensitive skin for those aged 18 and above. Peacefull’s brand campaigns have actively challenged prevailing notions of beauty. Why did you feel the need to make a statement at this point in your career? Going through my own skin journey has allowed me to become more confident with all the things that make me unique and through this, I realised I had a community that I owed it to, to be my most authentic self when it came to discussing skin and beauty. This is why with the campaign for Peacefull, I decided not to retouch the images – I wanted people to see unfiltered images for what they are – beautiful.  With Peacefull, it isn’t just about launching a brand. It’s about a movement to bring skincare to the forefront of all our lives. A human movement to spread the message of natural beauty, self-love, building confidence, and coming together to show love, be proud of each other, and more importantly, be proud of who we truly are.