About
Having sold thousands of skincare and haircare products over the years, Daniel Bader began his journey in the beauty industry by setting up kiosks in Europe and the USA. Through his personal skincare concerns, he discovered the many benefits of Dead Sea minerals, particularly for sensitive skin, and became passionate about sharing his knowledge to help others achieve improved skincare health.
Ben White is an expert in the development of beauty brands. Initially launching his venture on eBay and Amazon, he later started manufacturing his own product range.
In 2011, this powerful duo decided to join forces to build a luxury skincare brand based in Dubai, and so Petra was born. In 2012, Petra opened its first location in Dubai Marina Mall and has continued to exponentially grow to multiple locations in 2023, with over 50 expert skincare specialists under its brand.
HERITAGE
One of the oldest cities in the world, Petra, was founded in 312 BC, deep in the Jordanian desert and close to the Dead Sea, as the capital of the Nabatean Empire.
The name Petra originates from the Greek word ‘Petros’ for ‘rock,’ and the place is also known as the ‘Rose City’ because of the magical way it has been carved out of pink sandstone. Its labyrinthine passageways are shrouded in mystery, and it is one of the most evocative places in the Middle East, more recently named one of the New Seven Wonders of the World.
Petra lies near one of Jordan’s other national treasures, the Dead Sea, which is one of the saltiest bodies of water in the world, found at one of the lowest altitude points on Earth.
The Dead Sea and its unique environment have historically attracted people from around the world for their healing and wellness properties, and the people of Petra were some of the first to use its unique advantages.
Dead Sea minerals have been sought after for millennia because of their renowned properties to improve skin conditions such as psoriasis, dermatitis, eczema, and acne. Cleopatra herself was known to use Dead Sea salt and mud on her skin to maintain her youthfulness and radiance.