The story began in 2005 when the mother, Linda, was diagnosed with a rare and aggressive skin tumour in her scalp, the Dermatofibrosarcoma.

Due to this heart-breaking event, she has decided to avoid all chemicals , harmful substances, and has been changing her daily routine. 

She expresses one day her regret concerning the appearance of eco-friendly products. She has been complaining about how the recent product she was using (washable sanitary napkins) were not sophisticated enough. 

However, her daughters offered the brilliant suggestion to create both elegant and sustainable products for everyone.

Noor is currently the artistic director and the social worker. Meryem leads the commercial strategy.