At the age of 23, Gina Dirawi suffered a series of health problems, including blood poisoning, a weakened immune system, skin allergies, and hair loss. The solution came from her Palestinian grandmother Fatima, whose home was always said to have had small plates filled with olive oil.
Relatives' answer to good health and thick hair was consistent and simple: oil. This insight led her to regularly oil her hair and body.
Later, in 2022, she woke up one night and formulated the concept for what would become her own company. This was the starting shot for a process of developing 100 percent natural and synthetic-free products for skin and hair in an industry that she felt was not adapted for this.
Million-Dollar Investments and Financial Start
The company ZEIYT AB, which is based in Stockholm, is in a start-up phase. Despite this, CEO Gina Dirawi quickly attracted external capital. Spotify founder Martin Lorentzon became the company's first investor and injected 10 million Swedish krona through his holding company, which then corresponded to 20 percent of the company.
The company's first annual report, which refers to the shortened financial year from March 11 to December 31, 2024, shows that this investment was made through a new issue that was still unregistered at the end of the year. During the start-up period, the company had no turnover and made an operating loss of minus 1.4 million Swedish krona. The cash balance at the turn of the year was therefore 8.9 million Swedish krona, which corresponds to Lorentzon's initial investment minus the year's start-up costs.
In February 2026, a further directed new issue of 5 million Swedish krona was carried out from Lorentzon, which increased his ownership to 30 percent. According to information, the company was valued at 40 million Swedish krona in the latest round.
Millennial Trees and the First Products
The core of the brand is drawn from trees that are in some cases up to 3,000 years old and have been passed down through generations. All harvesting is done by hand and the trees are cared for without any synthetic chemicals or fertilizers.
Ahead of the e-commerce premiere, two main products were offered, which were available for pre-order for a short period of 48 hours. The first is an oil for hair and roots, the second product is a body and hair oil inspired by her grandmother.