Formulation & Leadership
Personally formulated since 2016. Rooted in heritage. Developed through cosmetic science.
FWBEAUTY is a British skincare brand founded by sisters Fatiha and Yasmine. Our Bangladeshi heritage inspires our interest in saffron and traditional botanicals; cosmetic science guides how we bring those ingredients into modern skincare.
Fatiha Rouf — Co-founder & Skincare Formulator
Fatiha holds a Master’s in Cosmetic Science and has personally formulated for FWBEAUTY since 2016. Her work brings together a decade of hands-on formulation experience and formal study of cosmetic science.
Her approach starts with the skin concern and the complete formula: what each ingredient contributes, how ingredients work together, the texture of the finished product and how it fits into a practical routine. Saffron sits at the heart of that work, alongside selected cosmetic actives, moisturising ingredients and nourishing oils.
FWBEAUTY’s formulation focus includes uneven-looking tone, hydration, skin comfort and the visible changes associated with ageing. The aim is thoughtful, targeted skincare that customers can understand and use consistently.
Yasmine — Co-founder & Brand Director
Yasmine brings beauty-retail and brand experience to FWBEAUTY, shaping the brand’s direction, customer experience and commercial development. Her work connects the products with the people using them, bringing customer questions and feedback into the conversation around skincare.
Together, the sisters combine formulation expertise with a close understanding of their customers and the routines they want to build.
Our approach to saffron skincare
Saffron is part of our heritage and a continuing focus of our formulation work. Our Saffron BioFusion™ Technology page explains our approach to aqueous and lipid saffron fractions, the published ingredient research and how we distinguish that research from finished-product evidence.
Evidence at product level
We present efficacy findings for the specific product that was studied. Our Real Results page brings together Youth Capsule’s instrumental findings, information about cosmetic safety assessment and customer experiences, with each type of evidence clearly identified.
Explore skincare for dark spots and uneven-looking tone, dry skin and hydration or skin barrier support.
Let customers speak for us
Like like like would highly recommend
Im absolutely loving the face mist leaves ur skin with such a nice glow once you spray it and continue with the rest of your skincare routine i tend to spray it again sometimes towards the ends and it leaves my skin with such beautiful glow and my skin looks so much brighter since ive started using this alongside all my other fw prouducts ☺️. Fw products are just the best have been a game changer for me 🥰.
Absolutely love the face ghee i have been using it since its been launched i mix it with my oil at night and i wake up with a soft and glowy skin and you only need a small amount of it. I use it alot more in the winter helps my dry skin absolutely love it 🥰.
This is a lovely cream, it keeps my face moisturised. Definitely gives my face a smoother appearance
Ordered this saffron oil to start with the journey of reducing discoloured and pigmented skin. It's still early to see the results but I'm positive with consistent use I will get the results.
The texture of the oil is very smooth with the beautiful fragnance just makes the application very pleasant.
My daughter has been using it to tame her hair 😂
This is an amazing balm.
An absolute family favourite. Keeps the skin moisturised and helps heal any scars.
This is an amazing clay mask that I’ve ever used!
It makes my face smooth and radiant each time I use it!
I absolutely love it!
I love the formula makes my skin feel hydrated and bright.
Love this product so much.
Makes my skin clear blemish fading over time.
Love all FW beauty products.
Wish I started using sooner.
A little goes a long way. It’s really nice.
I love the product. I love a lot of your products to be honest. The cleanser feels good on my skin, and leave it clean.
This ghee is like silk on the skin
Just started the powder cleanser, it's easy to use and my skin feels clean and soft afterwards.
I'm in my 50's so my choices are more selective when choosing skincare and I trust FWbeauty.
WHAT A TRANSFORMATION!!
I can’t thank FW Beauty enough!! Youth Capsule Cream and Saffron Cleanser from FW Skincare have completely changed my skin. My complexion is so clear now compared to before. Since using the Youth Capsule Cream I feel confident going out without any makeup at all. My skin feels firm, smooth and so youthful, you are true to your products and customers.
I’m 40 plus and I’ve been searching for something that makes me feel this way for so long. I absolutely love these products. I’m so excited to explore more from FW Skincare range. Thank you FW Beauty for giving me my confidence back 💛