Era

Not all treasures come from mines. For thousands of years, frankincense was traded alongside gold — carried by camels across ancient routes, offered to kings and gods, worth its weight in the rarest metals. 🌿

But what few know is that its selection is more like diamonds. Each piece of Royal Hojari is graded by colour, purity, clarity, and aroma — the palest and purest rising to the top, just like the finest gem.

Nature’s gold. Nature’s diamond. One sacred resin.

Swipe to see how Royal Hojari is born → ✨

Where the sun melts into the Arabian Sea and time stands still.
Oman — the land of frankincense, mountains, and golden evenings. Some sunsets are just different here. Today is one of them!
GoldenHour

There’s something about the way these bottles sit in nature — like they belong there. 🌿

Because they do.

ERA Frankincense Oil was born from the land. From the trees of Oman. From a tradition thousands of years old. So when the talented photographer took these bottles back to nature for a shoot, the result was nothing short of magic. ✨

Fast absorption. Light texture. Natural ingredients. No clogged pores. Suitable for all skin types.

Ancient wisdom, in a bottle that looks as beautiful as it feels.
في هذه الصور شيء يجعل القلب يسكن — كأن الزجاجات تنتمي للطبيعة من الأصل. 🌿

لأنها كذلك.

زيت اللبان وُلد من هذه الأرض. من أشجار عُمان. من تراث عمره آلاف السنين. ولمّا قررت المصوّرة الموهوبة أن تأخذ هذه الزجاجات إلى أحضان الطبيعة، جاءت الصور لتحكي القصة من تلقاء نفسها. ✨

امتصاص سريع. قوام خفيف. مكونات طبيعية. لا يسد المسام. مناسب لجميع أنواع البشرة.

حكمة الأجداد، في زجاجة بجمال الطبيعة ذاتها

NOT ALL FRANKINCENSE IS THE SAME!
For centuries, frankincense has been valued for its purity, origin, and power.

Now, it’s officially recognised.

Omani frankincense has received international geographical indication protection meaning only authentic sources can carry its name.

Not all frankincense is the same.

And now the world knows it.

Today I want to introduce you to a very talented era woman — the wonderful Marina Marchenko!

Marina was born in a sunny city in Ukraine, surrounded by fields of golden wheat and sunflowers. Life took her across countries, cultures, and people, each one leaving a mark, each one adding a layer to who she is today.

She has always been drawn to small details. Light. Textures. Little moments. And how, when you pay attention, they come together to create something bigger and meaningful.

As a woman, a mother, and a traveler, she began noticing how even the smallest things can change how we feel about ourselves. That quiet observation led her to create something extraordinary — a photography project with women. A space where, through simplicity and attention, a woman can reconnect with herself and see her own beauty.

I knew Marina through her art long before meeting her in person. I had been following her work on and last August, I texted her: “Hi Marina, I’m not sure if we met before, I have been following your work and I found your work spectacular.” And that, I think, is the most honest way to know someone through what they create.

When Marina moved to Oman, she already knew it as the land of frankincense — something she had loved for many years. And then our paths finally crossed.

In her own words:

“Meeting Zeinab and discovering her products felt very natural to me, like a continuation of this idea. Using era, I felt it again — small details that make a real difference. My personal favourites are the face oil, toner, and scrub. You need to restock pretty quickly — it becomes your routine! For me, it’s always about this: small details that create a bigger picture.”

Small details that create a bigger picture.

I could not have said it better myself. And I cannot think of a more perfect way to describe both Marina’s art and the philosophy behind ERA.

Having Marina as part of the ERA family brings so much joy to my heart. This is the divine power of frankincense 😊it finds the most beautiful souls and brings them together.

Went to Jebel Akhdar for rose picking with and ended up in a Zoom meeting mid-hike. Very normal. 💻🌹 After the most beautiful morning walking through rose terraces led by Khala Sharifa who is born in the mountains, I found a tree to sit under and finish my call. Shade, mountain air, and a stillness I couldn’t explain. Then khala Sharifa told me — that’s the Sidr tree. THE Sidr tree that everyone talks about. I went looking for roses, and the universe handed me a second gift. Two ingredients. Both deeply Omani. Both carrying centuries of heritage and incredible health benefits: 🌹 Rose water — known for its calming, anti-inflammatory, and skin-healing properties 🍯 Sidr — ancient, protected, and the source of some of the world’s finest honey; its leaves used for generations in traditional healing Now I’m sitting with an idea and I need YOU. What should my next product be? Drop your ideas in the comments 👇 I’m listening. Thank you for the inspiration 🌸🌸🌸

5,000 years ago, it was more valuable than gold. 👑

Kings burned it. Pharaohs were preserved with it. Traders crossed deserts for it.

Frankincense wasn’t just a scent — it was power, presence, and protection.

And today? Still as powerful. Still as purifying. Just bottled by ERA. 🌿

Swipe to discover the history behind your skincare →

🛒 eraessential.com

Today’s post is a celebration — a heartfelt congratulation to a brilliant and inspiring Omani entrepreneur.
I have known Ahlaam Al Khabori less than two years — we met through the SheEO community — and yet her brand felt familiar to me the moment I discovered it, like something I had been waiting for!
Ahlaam is the founder of Baladi Baby — a culturally rooted baby and children’s brand celebrating the beauty and heritage of the Arab region.
I remember when my children were born — you simply could not find baby products that were both traditional and modern. Beautiful, Arab and of this time. That gap existed for years and nobody filled it. Ahlam saw it, felt it, and built something extraordinary to answer it.
Like her brand, she is a beautiful blend herself — Omani and Pakistani, carrying two rich heritages in one graceful, determined person.
She recently won the Main Prize at the « She’s Next » finale. In her own words:
« Entrepreneurship is no walk in the park. It takes grit, resilience, patience, and faith. Faith in the vision you are building, brick by brick. You sacrifice time with yourself, your family, your friends. There are no holidays, no days off. »
That is the part nobody posts about.
And here is what Ahlaam says about ERA:
« My favourite ERA products are the oil and tonic water. The tonic is so refreshing and gives me a lovely glow. I use the oil every night — I wake up with moisturised, soft skin. »
Ahlaam is the second Omani face of ERA — and this fills my heart with joy. ERA was born in Oman, from the soul of this land, and to see Omani women carry it forward is everything.
You built something that will matter for generations, Ahlaam. That is a legacy.

Most skincare ingredients were invented in a lab. Frankincense was perfected by 5,000 years of nature.

Swipe to meet the three compounds inside ERA that your skin has been missing — terpenes, incensole acetate, and boswellic acid. Ancient names. Proven science. Real results.

This isn’t incense. It never was. 🌿

🛒 eraessential.com — link in bio

A face I have known for more than 25 years. A quarter of a century. A white heart. An extraordinary woman. 🤍

Meet Rania Shafik — an architect with a passion for Egyptian heritage and modern design. Driven by a profound connection to Egyptian culture, she believes in developing traditional arts and empowering women. For her, heritage isn’t just the past — it is a living inspiration.

Some friendships don’t just stand the test of time — they deepen with it. Rania has been in my life for over 25 years, and I can say with full certainty: she is a friend with a white heart. Calm, yet strong. Focused, yet full of warmth. Her character is one that commands respect quietly, the way heritage does — simply by existing.

Her support for Era has moved me deeply. From emotional encouragement to trusting us with her beautiful skin — and sharing our story with everyone she knows — Rania has championed Era not as a customer, but as a believer. 🌿

✨ Rania’s journey with Era:

« As someone deeply connected to the roots of Egyptian culture, Era made me aware of the oil’s deep history as a ‘divine oil’ for the ancient Egyptians, allowing me to rediscover a sacred tradition in a way that feels completely personal.

For the past three years, Era has become an essential part of my daily ritual. I’ve found their Frankincense and Myrrh oils to be incredibly effective, especially for their anti-aging properties. The texture is remarkably light, yet it has a profound effect on my skin’s elasticity and glow.

I recommended them to many of my friends who wanted a natural way to keep their face glowing and firm despite a busy schedule. »

To the amazing Rania — thank you for 25 years of friendship, for your trust, and for carrying Era’s story with such grace. We are honoured. 🤍

It has been some time since I last wrote about our ERA faces — and today’s post is one I have been looking forward to writing.

This one is very special to me.

She is a young woman who has found a rare and permanent place in my heart. We haven’t known each other for very long, but it feels as though we have known each other forever. She is much younger than me, yet she carries the wisdom that cannot be taught, only lived.

The amazing Joud Hijazi

Joud is Jordanian, living in the Sultanate of Oman. With a background in Public Relations and Advertising, she has built a warm and beloved presence as a social media influencer through her page — a space dedicated to organization, home arrangement, and the quiet art of managing a household with intention and grace.

But what any short biography will always fail to capture is the most important thing about Joud — and that is how she makes the people around her feel.

Her name in Arabic means generosity. And she is, in every sense of the word, the living embodiment of it. Generous with her resources, generous with her time — but most of all, generous with her love. The kind of generosity that wraps around you and stays.

I could write endlessly about her qualities..

However, I’ll step aside and let her speak — and leave you with a feeling that I carry with me every day: deep gratitude to God for the gift of being surrounded by all these beautiful faces.

In Joud’s words:

« I have always loved frankincense and its scent. To me, the smell of frankincense is what truly defines Oman. The moment I arrive at the airport, before anything else, it is that scent that tells me I am home — I have arrived in the Sultanate.

Getting to know Zeinab and ERA felt like completing something I didn’t know was missing. Through the oils and incense, I now carry the scent of Oman into my own home.

As for the oil — the difference in my skin has been real and visible, especially when I pair it with the soap. I have recently made the exfoliating face mask a weekly ritual, and it has truly made a difference. After each use, my skin feels renewed, fresh, and deeply clean. »