Sarah’s Journey

Ishq was born from my own journey — one that began not with business plans, but with a longing to heal.



After years of navigating fertility and infertility, I began to look deeper into the world around me — and discovered how many everyday products were filled with hormone disruptors that quietly interfere with the body’s balance.

It was a wake-up call.

When I started looking at skincare recipes, something inside me stirred — memories of the oils and herbs I grew up with in my family’s home in Southern India.

I called my Dad’s younger sister, Rafath Phuppu (father’s sister in Urdu), asked questions, and listened to stories.

And slowly, I began to remember - the scent of moringa greens from Dadima’s kitchen, the feel of castor oil rubbed into hair & skin while the morning sun filters through the heavy cloth curtains, the ki-ki-ki of my cousins while we mixed powders & fresh milk cream in the kitchen for our weekly Sunday face masks. 

I started making my own skincare in 2005 — small batches, simple blends that actually soothed instead of stripped. While off-the-shelf products left my skin moisturized yet dry, my own formulations brought softness, resilience, and calm.

By 2018, Ishq was born — a return to my ancestral path of healing, and a way to share what had healed me.

Because sharing the good has always been at the heart of my family’s tradition — and that is what Ishq means to me:
to love, to heal, and to give back.