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The Natural Laundry Company
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The Natural Laundry Company

Emirati adventurer, entrepreneur and mother of three, Elham Al Qasim is internationally-renowned for being the first Arab woman to ski in the North Pole, and is now on a mission to drive sustainability and provide UAE residents with a safer alternative to laundry services, The Natural Laundry Company.

Elham Al Qasim, born July, 1982, attempted an unassisted and unsupported expedition to the Geographic North Pole. During a three-week journey, Elham skied cross-country to the North Pole starting at 89 degrees latitude. As a result, she became the first Arab woman on April 23, 2010 to set foot on the North Pole and the first UAE national to undertake an unassisted unsupported expedition to the North Pole.

Since then, Elham has set on another mission to support the sustainability and eco-friendly movement, starting with a small laundry service in Dubai called The Natural Laundry Company, which was launched in 2017 and is now the preferred option for many. TNLC was born with an aim to offer UAE residents and businesses a natural biodegradable alternative to traditional toxic dry-cleaning. 

The Natural Laundry Company is committed to the health of its customers as well as the environment. Dry-cleaning is a process that soaks garments in petroleum solvents which have been linked to long-term illnesses. The Natural Laundry company uses a process called wet-cleaning, an innovative technology that is revolutionising daily lives. The technique uses cold water and biodegradable solvents, replacing chemicals such as perchloroethylene which is found in traditional laundry services and has been proven to cause long-term illnesses such as kidney and liver disease, as well as cancer. 

“Many of the services or products we use daily are toxic or damaging to humans and the environment. Dry cleaning is one such service, with the most common solvent used in the process, PERC, identified as possibly cancer causing. As the mother of a child with a number of sensitivities, I am constantly looking for safer alternatives to anything he is exposed to and in the absence of options locally, I decided to create one”

“This is cutting-edge, green technology that will revolutionise a key component of our daily lives,” says, Danielle Wilson Naqvi, Managing Director, CSPR Group. “We are excited to have on board our platform The Natural Laundry Company and thrilled to be working again with Elham. We look forward to spreading a very important message and contributing towards the success of an essential new service.”


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