“We noticed that clay masks were trending on social media, and that is how we first came up with the idea to start a skincare brand. The world ‘Alya’ means heavenly/beautiful in Arabic and that is how the name came about,” explains Barbas.

There’s no denying for two males with a limited knowledge of the industry, they’ve seriously nailed it. Their first product, the Australian Pink Clay Mask, has become a cult favourite, lauded as a natural skin solution to treat acne, reduce inflammation, tighten pores and brighten skin – all for $49.99 a tub.

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