Dubai’s beauty scene has a new homegrown name to know. SOHL SKIN, a Dubai-based skincare brand founded by Samuel Pohlner, has officially launched with a collection designed to rethink one of the most familiar steps in our skincare routines: the face mask.
Rather than tubs, tubes and the inevitable mess that comes with applying a traditional mask, SOHL SKIN has packaged its formulas into sleek twist-up sticks that can be applied directly to the face. The idea is simple: no brushes, spatulas or fingers required, making the ritual particularly convenient for busy mornings, post-gym skincare or travelling.
It’s an approach summed up by the brand’s ethos, “No Waste. No Mess. No Excess.”
Founded in Dubai in 2026, SOHL SKIN grew out of Pohlner’s personal interest in skincare and wellness and his desire to create products that felt more compatible with the way people actually live today.
“I wanted to build a brand that felt purposeful but uncomplicated, and importantly, one that was for everyone — with a stick for different skin needs and products that could naturally become part of people’s routines,” says Pohlner.
Even the brand name has a personal connection: SOHL combines the “S” from Samuel with “OHL” from Pohlner. Pronounced “soul”, it also nods to the brand’s wider focus on modern skin wellness.
Four Masks, Four Skin Goals
SOHL SKIN makes its debut with four Facial Mask Sticks, each targeting a different skincare concern.
The Green Tea Facial Mask Stick is the refreshing and cleansing option, combining Green Tea Extract, Hyaluronic Acid, Centella Asiatica and Kaolin Clay to help cleanse and balance the skin while absorbing excess oil and impurities.
For radiance, there’s the Rose Facial Mask Stick, formulated with Rose Extract, Niacinamide, Hyaluronic Acid and Kaolin Clay to nourish and condition the skin while supporting a softer, more luminous-looking complexion.
The Turmeric Facial Mask Stick focuses on brightening and uneven tone, pairing Turmeric Extract with Niacinamide, Hyaluronic Acid and Kaolin Clay, while the Volcanic Mud Facial Mask Stick is the purifying option, using Volcanic Mud, Kaolin Clay, Witch Hazel and Bentonite to help draw out impurities and absorb excess oil.
All four come in the brand’s signature compact twist-stick packaging and are designed to glide directly onto freshly cleansed skin. The collection is suitable for all skin types and has been created as a gender-inclusive skincare offering.
Each Facial Mask Stick is priced at AED 79, positioning SOHL SKIN as an accessible addition to the UAE’s growing homegrown beauty landscape. And this is only the beginning: the brand says further product innovations and new stick formats are already planned.
SOHL SKIN is available online and at NAIL(ED) Boutique in Dubai Hills Mall.
