We couldn’t stand by and let people use products that didn’t live up to their promises. We wanted to create something better – something genuinely natural, real, raw, and responsible. So, we set out to redefine quality in personal care products. Our passion for making a difference brought us together, and “basics.” was born.

Our journey began back in 2019, when three pharmacists from Alexandria, Egypt, decided it was time for a change. United by our values and passion for doing things differently, along with an unrelenting curiosity, we set out to make a real impact. We saw firsthand how the market was flooded with products that either contained harmful chemicals or claimed to be natural but were ineffective. With over 40 years of collective experience in multinational pharmaceutical companies, We knew we could do better.

We spent over two years researching and perfecting our formulas, consulting with experts on every ingredient to ensure they are effective, safe, and work with your body and not against it. We delayed our launch for a full year to make sure our packaging meets your expectations. We’re proudly introducing to you basics. natural deodorant!