It started with a grandmother’s hands.
Olive oil warmed between her palms. Whispered prayers. Simple rituals that carried strength and softness from one generation to the next.
Years later, our founder, Asma, was pregnant and far from home in South Korea, where her husband was serving in the military. When hormonal skin changes left her searching for something gentle, she returned to the warm olive oil remedy from her grandmother. That one simple act reconnected her to her past and sparked a mission: to make skincare the old way, with real ingredients and nothing unnecessary.
One jar of Bütter
Feel This began in 2012 with a single recipe: Old Fashioned Bütter. Rich cocoa and shea butters, olive oil slowly infused with chamomile and calendula, whipped by hand.
Asma made it for herself during her pregnancy. When her daughter was born, she used it on her newborn’s delicate scalp and skin too. A jar made for one became a family ritual.
More than a decade later, it is still the heart of everything we make.
Made by hand, the old way
Since 2018, every Feel This product has been made in our own clean lab. But the way we make it has never changed.
We still grind our coffee, cinnamon and nutmeg fresh. We still steep whole flowers in oil, slowly. We still whip, pour and fill every jar by hand, in small batches, and a real person checks every batch before it ever reaches you.
Modern clarity. Ancestral method.
Why waterless
Most skincare starts with water, and water needs emulsifiers, preservatives and thickeners to hold it all together. We leave it out. Every Feel This formula is waterless: plant butters, oils, botanicals and minerals, so nothing is diluted and a little goes a long way.
- No water. Every formula is concentrated and long-lasting.
- No microplastics, artificial fragrance or fillers. Only ingredients that earn their place.
- Mindful packaging. Reusable glass and upcycled shipping materials, because caring for your skin should also care for the Earth.
Skincare for the whole person
We know burnout does not only show up on your skin. Stress, overwhelm and exhaustion leave their mark too.
That is why every Feel This product is made to be used slowly, as a ritual. A two-minute pause with your Bütter. A warm shower with your scrub. A breath of cocoa and peppermint before a long day. Small moments that help you come back to yourself.
Sharing what we have learned
For us, impact goes beyond the jar. We are honored to be invited as guests at schools, where we share our journey in waterless skincare, sustainable entrepreneurship and holistic product formulation, without harmful chemicals, fillers or microplastics.
Even after a decade in business, it can still feel like day one. Growth never stops when passion leads the way.
Meet Asma
Asma is the heart and hands behind Feel This. Born in Kuwait with Palestinian roots, she came to the United States as a child, carrying a deep reverence for ancestral healing traditions. Fluent in Arabic and English, she built a brand that speaks to a diverse, global community.
She is a mother, the wife of a Native American Army veteran, a community advocate and a minimalist at heart. Feel This is a woman-owned, minority-led brand committed to sustainable beauty and to uplifting communities, locally and globally.
Feel This has been featured in Oklahoma Women’s Journal, Okie Charmed, Tulsa People, Herbage Magazine and the holiday issue of Vegas Cannabis Magazine.
Inside our world
Kind words
This product is hands down my favorite body butter of all time. When you read the label, you automatically know what is going on your body. I trust the owner of this company!!
Amina H., San Diego, CA
The lip balm, the best moisturizer! I can’t leave home without it. ❤❤❤
Crystal S., Oklahoma City, OK
I love these products so much! Especially the smell and knowing that I am helping the environment while taking care of myself! My skin has never felt so good!
Caroline, Broken Arrow, OK
Feel This. It is food for your skin.
