SOHL SKIN Brings a Smarter, Simpler Approach to Facial Masking to Dubai

Skincare is evolving. As routines become increasingly streamlined, consumers are looking for products that deliver a little more ease without compromising on the ritual itself. Enter SOHL SKIN, a new Dubai-based skin wellness brand founded by Samuel Pohlner, which is putting a fresh, decidedly modern spin on one of skincare’s most familiar steps: the facial mask.

Launching in Dubai with a debut collection of four Facial Mask Sticks, SOHL SKIN is designed around a simple idea: skincare should work with the way we actually live. Rather than tubs, brushes, spatulas and messy fingertips, the brand has transformed masking into a twist-and-glide experience that can happen almost anywhere.

Its philosophy is summed up in three words: No Waste. No Mess. No Excess.

Skincare, without the fuss

The traditional face mask can be a small luxury, but it can also involve more effort than expected. SOHL SKIN's stick format strips away the unnecessary steps, allowing each formula to be applied directly to freshly cleansed skin.

The result is a more controlled application with less mess and no need for additional tools. Whether you're winding down at home, freshening up after a workout or packing for a weekend away, the compact format makes masking feel less like a beauty project and more like a natural part of the everyday routine.

For founder Samuel Pohlner, that was precisely the point. “I wanted to build a brand that felt purposeful but uncomplicated, and importantly, one that was for everyone,” he explains. The result is a collection designed around different skin needs while maintaining the same straightforward approach to application.

Four sticks, four skin moments

SOHL SKIN launches with four Facial Mask Sticks, each taking a different approach to the masking ritual.

Green Tea Facial Mask Stick is designed to refresh and cleanse, combining Green Tea Extract, Hyaluronic Acid, Centella Asiatica and Kaolin Clay to help cleanse the skin, absorb excess oil and leave the complexion feeling revitalised.

For those craving a little more radiance, Rose Facial Mask Stick pairs Rose Extract with Niacinamide, Hyaluronic Acid and Kaolin Clay. The nourishing formula is designed to condition the skin while supporting a softer, more radiant-looking complexion.

Turmeric Facial Mask Stick takes aim at dullness and uneven-looking tone. Combining Turmeric Extract, Niacinamide, Hyaluronic Acid and Kaolin Clay, it is designed to leave skin looking refreshed and brighter.

Then there is Volcanic Mud Facial Mask Stick, the collection's purifying option. Formulated with Volcanic Mud, Kaolin Clay, Witch Hazel and Bentonite, it is designed to absorb excess oil and draw out impurities, leaving skin feeling cleansed and refreshed.

Each stick retails for AED 79 and is designed to suit all skin types.

The new wellness mindset

What makes SOHL SKIN interesting isn't simply the format. It reflects a broader shift in beauty towards products that fit seamlessly into busy lifestyles. The modern wellness consumer may still want their rituals, but increasingly, those rituals need to be practical, intuitive and enjoyable enough to maintain.

That makes the twist-stick format more than a packaging choice. It is part of the brand's wider philosophy of bringing skin wellness into modern life.

Even the name has a personal story. SOHL combines the founder's first and last names — the “S” from Samuel and “OHL” from Pohlner — and is pronounced “soul”, reflecting the brand's focus on a more intentional approach to skin wellness.

Created in Dubai, SOHL SKIN is also clearly positioning itself for the city's increasingly sophisticated beauty and wellness community, where convenience, design and self-care increasingly intersect.

The four Facial Mask Sticks mark SOHL SKIN's first chapter, with further product innovations and new stick formats planned for the future. For now, however, the message is refreshingly uncomplicated: twist, glide, mask and get on with your day.

SOHL SKIN is available now at sohlskin.com and at NAIL(ED) Boutique, Dubai Hills Mall