“From the beginning, the vision of Apotheca was to remain premium, selective, and focused on a small portfolio of brands. The company carefully sources effective remedies and up and coming niche beauty brands that specialize in what they do. Ms. Al Ramadhan and her sisters use the products themselves first, to make sure they like them and that the products deliver good results. They then carefully evaluate the product’s quality, as well as its market potential in the region.”