Newly Launched Homegrown Brand Rooted Regimen 

Newly Launched Homegrown Brand Offers Non-Toxic, 100% Plant and Mineral-Based Cleaning Products For All Your Home Care Needs

Rooted Regimen simplifies clean living with a safe and affordable home care solution.


March 2023, Dubai, UAE: Rooted Regimen launches in the UAE with its non-toxic, hypoallergenic, and eco-friendly home care product range. The homegrown brand offers 100% plant and mineral-based products and was created with the mission to provide a clean-living solution that is safe and affordable for every family, whilst also being environmentally conscious.

The family-owned business was founded by husband-and-wife duo Bassem and Soraya Sawan. The Dubai-based couple, who struggled with allergies, migraines, and other ailments, wanted to create the healthiest and safest home environment for their family. After spending time researching and experiencing first-hand the detrimental health effects of hidden ingredients in many personal and home care products, including many that are plant-based, the Sawans were determined to develop a superior cleaning solution that would be non-toxic yet powerful, made from nature, and easily accessible. 

Rooted Regimen’s products were formulated with a leading natural research and development lab in the United Kingdom. The founders worked closely with the lab to create their proprietary, non-toxic All-In-One Concentrate and Bio Boost. All formulas are hypoallergenic and certified by the Vegan Trademark. Every ingredient used has a green rating (the safest) from the Environmental Working Group, which is a renowned authority on ingredient toxicity that rates ingredients based on immunological, reproductive, and carcinogenic effects.

Consumers can purchase the brand’s Complete Starter Kit, which is a one-time purchase, and thereafter the All-In-One Concentrate and Bio Boost only need to be re-purchased for refills. The starter kit replaces all your conventional home cleaning products, from laundry to dishes, floor cleaning, and everything in between. 

The Complete Starter Kit is priced at AED299 and includes:

Five refillable bottles: Phthalate-free, BPA-free, and recyclable. The kit includes Laundry Liquid, Dish Liquid, All-Purpose Cleaner, Glass Cleaner, and Bathroom Cleaner bottles. Each product requires different ratios of concentrate and water, which is detailed by simple-to-follow fill lines on every label. Using a refillable model reduces single-use plastics consumption by over 90%.  

All-In-One Concentrate (1L): This 100% plant and mineral-based multipurpose cleaning concentrate is used to fill and refill all the starter kit bottles. It is concentrated in such a way that one liter can make 12 bottles of cleaners. Available in two variants: Fragrance-Free and Lemon Verbena. The Fragrance-Free contains just five completely non-toxic ingredients, while the Lemon Verbena contains the same plus pure steam-distilled lemon verbena oil. The powerful formula can remove the toughest dirt, grease, and germs without the use of any harsh chemicals. 

Bio Boost (1KG): Made of 100% mineral salts, this powder can be added to boost de-staining in laundry, removing limescale, cookware burns, and degreasing in the dishwasher. When used with concentrate, Bio Boost also replaces conventional dishwasher tablets. 

Soraya Sawan, co-founder of Rooted Regimen, said, “When we got pregnant with our first child, we became very conscious of what products we were using on ourselves and around our home. Over the course of a few years, we spent endless hours understanding ingredients and the chemistry behind every product we were using. Once we went down the rabbit hole, we discovered how harmful so many ingredients used in conventional, and “plant-based” products are to our immunity, our endocrine system, and our respiratory health. After looking tirelessly for truly clean products, we wanted to reimagine home care in the Middle East.” 

 “Rooted Regimen has been over a year in the making,” added co-founder Bassem Sawan. “Prior to formula development, we diligently spent time educating ourselves, researching, and sourcing suppliers with the highest quality ingredients. We also wanted to ensure that Rooted Regimen would be affordable for all households, as we believe everyone deserves access to safe and effective products. With our refill model, consumers are buying less plastic, which has a positive impact on the planet. This also allows us to save on the heavy costs of producing, transporting, and storing single-use plastic bottles. Instead, we can invest in the most premium ingredients while maintaining a very affordable price.”

Rooted Regimen products are now available to be purchased via their e-commerce store The brand’s mission is to reimagine home care products, to create a healthy home environment, while also being safe and affordable for every family.


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