Founder and creative mind behind Sormé treatment Cosmetics, Refineé Skincare and Persé Mineral Basics created the company over 22 years ago with an inheritance of knowledge in the cosmetics industry from his father who was an innovator and importer of luxury cosmetics in his own right! Morad Amirieh started the company with the intent to manufacture a cosmetics line that he would feel comfortable using on his own family. A complete treatment based cosmetics line, un-heard of back in the 90’s with ingredients that could only be found in department store brands at extortionate prices and un-available to the professional client at the time. Sormé Cosmetics and the innovative point of sale displays dominated the OTC market in the beginning and grew to become a professional beauty favorite in a short time. The brand has flourished and due to demand has also created an all-inclusive skincare line, Refineé skincare that has been able to satisfy the needs of spas and salons with skincare maintenance products that have the quality of extensive prestige brands, without the prestige price tag.