Curiosa Neways Story

Curiosa Neways Story

Natural and Organic Cosmetics are becoming very popular and sought after in the world, primarily for their benefits for skin health and nutrition, and their contribution to sustainable development and life issues. Many companies or family businesses have recently started producing their brands as natural products, meaning they do not contain synthetic preservatives, parabens, or petroleum derivatives, for example. But many have been making their products this way for years or even decades and continue further.

Curiosa Neways is a family-operated company in Sweden that produces Henna-based makeup and all-natural skincare products. Henna Penna, pens for henna semi-permanent tattoos, was the first product to be launched, and since then, it has been distributed through Europe and the Middle East. Henna Penna is a pen filled with henna extract used in making natural tattoos and skin decorations. The revolutionary technique of extracting the Henna and formulating ink is a patented technology invented by the founder of Curiosa Neways, Dr. Shoaa Jarrar. 

     Shoaa Jarrar is a chemist with a long history of working in cosmetics. He is skilled in Marketing Management, Pharmaceutics, Medical Devices, Sales, and International Business. Strong business development professional with a B.Sc., M.Sc. Chemistry, Ph.D. Electrochemical synthesis focused on Chemistry from the University of Delhi. 

His company Curiosa Neways currently manufactures products in these categories: Henna, Eyes, Intimate, Lips, Perfume, Skin, Soap, and Hair.

     The idea of Curiosa Neways started in 2000 with the birth of the henna pens and after the birth of Shola’s first daughter Sana. The name given to the company stems from Curiosa, meaning curious in Italian. Sana was born with her eyes wide open, ready to take on the world; thus, the company’s first part was named Curiosa after her mother’s ties to Italy. The second part, Neways, stands for ‘new ways. This represents innovation and thinking outside the box, and curiosity is a crucial aspect of the company because, without it, Dr. Shoaa wouldn’t have invented the Henna Penna pens. 

     After developing the patent for Henna Penna, the first batches were introduced to the Italian market. A businessman from Dubai happened to be on vacation in Italy and was struck by this new product. He wanted the pens at any cost to be sold in the Middle East, and a deal was agreed upon for 75000 pens. The henna pens were sold through Gulf Air and thus introduced to the Middle Eastern market, where Henna is a popular beauty staple. On the other hand, the interest in Europe has been growing more and more, and that’s why Henna Penna is now sold successfully, for example, in Slovakia through a partnership with henna penna.sk

In Slovakia, a family e-shop with organic cosmetics and eco detergents got on the internet to find a great innovative product, which Henna Penna tattoo pens were and still are today. 

“This product appealed to me not only because of its simple and practical temporary skin tattoo ability, but also because it is 100% natural and safe for the skin and health. I have been a seller and promoter of natural organic cosmetics and the ideas of ecological and degradable products for many years. Therefore, the cooperation with Curiosa Neways family company based in Sweden was really good idea and I am very pleased with it. Even though Slovakia is a very small market with its special features, I have always believed that the pens will find popularity and place here furthermore, “says Monika from hennapenna.sk .

Since partnering with Curiosa Neways was established, henna pens were introduced and sold to many people in Slovakia. In 2021, the idea came to make a special e-shop for Henna Penna pens in Slovakia, which would be a very nice and promoting presentation way to the customers and expand the range with other henna pens and colors in the field of makeup for the Slovakian market. Thus, in August 2021, http://www.hennapenna.sk was established.

Currently, we are trying to bring henna pens to other e-shops and stores in Slovakia, so that the customers have more opportunities to get them and try them,” says Monika. “I am also very keen on the Curiosa Henna pens for eyes, eyebrows and lips. Thanks to henna extract the makeupmakeup becomes semi-permanent and it lasts longer, till you wash it. You can use one pen for eyes even within 6-7 months or longer by daily use. So, the investment to the pen is for longer period of time. And what is great that the ingredients are  100% natural and safe.”

The market of Henna is also popular in other countries around Europe. People bring temporary henna tattoos from their holidays, but with henna pens, you can make each day a holiday with a beautiful semi-permanent tattoo on the body. You can paint it yourself, ask your friends, or use some plastic template with ornaments to achieve the desired tattoo. These pens are 100% made from natural products. Be cautious and try the products on a small part of the skin for people with sensitive skin.

We also have to explain how the henna pens work and what their special features are, indeed. The product itself is an inseparable part of our business and life journey.

Henna Penna pen is a revolutionizing new product in the world of henna tattoos. Henna Penna is an almost semi-permanent, double-tipped pen based on 100% natural ingredients. Once applied, it will last up to 24 hours. Henna Penna can be applied anywhere on the body and gives you a choice of a thinner, sharper line, or a thicker line, depending on which end of the pen you use. One of Curiosa Neways taglines is” Turning Traditions into Trends.” Henna has ancient traditions and is a safe and natural way to tattoo and temporarily decorate the skin. These benefits and modern technology make these products innovative and unique. It is available in five colors, without PPD content.

Henna pens for makeup include henna extracts and other plant-based ingredients to achieve semi-permanent and long-lasting natural and safe makeup. The special products of this range were developed: Henna Eyes pen, Henna Eyebrows pen, and Henna Lips Pen. A well-shaped set of eyebrows properly colored can completely alter the look. One will have a stunning look with the popular Henna Eyebrows felt-tip and semi-permanent pen. By semi-permanent, we mean that instead of the ink lying on the top of the skin, it is partially absorbed, making it more difficult to smudge with the fingers. Because of Henna’s known properties of staining the skin without any side effects, you will have a long-lasting nice eyebrow makeup. Because the Henna Eyebrows pen has a fine, felt-tip point, one can be very accurate with it and get a more natural line than could be done with one of the thick brushes one might have with other liquid eyeliners.

Henna Eyes pen is a revolutionary product that gives the contour of the eyes a fashionable and long-lasting color thanks to pure henna extract. Henna Eyes is a semi-permanent eyeliner based on 100% natural ingredients. There are plenty of fancy colors to create a modern and more-color look, or graphic eyeliner, which is a fashion trend also this year. 

Henna Lips is a semi-permanent, two-tipped lip liner based on 100% natural ingredients. Since Henna Lips is water-based and not waxy as lipstick, it won’t feel sticky on the lips. It lasts a whole day on the lips. One can use it instead of lipstick or contour the lips. My favorite color is matte rosy Passion Henna Lips.

Right now, there’s a lot of competition between natural and organic beauty brands. But when Curiosa was first founded, there was a substantially lower number of brands operating within holistic beauty. With the rise of social media, it can be hard to stand out, but Curiosa believes in the quality of the products and the benefits associated with them. It’s much easier to cater to client’s needs as a smaller business; this is where their strength lies. Your beauty and comfort are our main priority. This is the tagline that keeps Curiosa moving, always making sure that the products fit the criteria of a natural, safe and healthy alternative to contemporary beauty products. 

We will continue our journey with the support of our customers and the quality of our products.

Charlotte Cremers
Latest posts by Charlotte Cremers (see all)

MS, University of Tartu
Sleep specialist

Using the acquired academic and professional experience, I advise patients with various complaints about mental health - depressed mood, nervousness, lack of energy and interest, sleep disorders, panic attacks, obsessive thoughts and anxieties, difficulty concentrating, and stress. In my free time, I love to paint and go on long walks on the beach. One of my latest obsessions is sudoku – a wonderful activity to calm an unease mind.

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