A Feminine Wellness Founder Spills All Her Self-care Rituals


Emaan Ketish2

The topic of self-care is kinda like the definition of a killer outfit; everyone has a different view and the possibilities are endless. Honestly, we could chat all day about what self-care means. In fact, we constantly ask people about their go-to rituals in the hopes of inspiring a whole new layer to our own self-care routine. (It’s ok if you don’t have one yet, check out our guide for more details).

Today, we’re interviewing the Founder of female wellness brand KETISH, Emaan Abbass. In case you’re not familiar with Emaan or the brand story, KETISH is a wellness brand that creates feminine and sexual wellness products that aim to slot effortlessly into your self-care routine. But the brand is so much more than that; Emaan wants to help women recognize how powerful they truly are, and most importantly, end the unwanted shame and stigma surrounding women and their bodies. Naturally, we wanted to sit down with her and chat all things self-care –  she’s the embodiment of a strong female boss! Get ready for it to get real up in here, because Emaan doesn’t hold back, and for that, we admire her even more…

Tell Us About Your Relationship with Self-Care

“I think self-care is something that I’ve definitely battled and struggled with over the last couple of years. Especially, since building KETISH. Honestly, I’ve had to relearn what self-care even looks like, and I take it much more seriously now. As a founder, it’s so easy to work all hours of the day, as while you dictate your own schedule, you don’t clock off in the same way as when you work in a more corporate role. Whereas before, I’d use my weekends for me-time it’s just not as easy anymore.”

“Now I make it a priority to schedule in self-care and take the time to pour back into my own cup. When I don’t schedule in self-care, I feel so worn down and depleted. Now, I just love to do anything that makes me feel revived, reenergized, or recentered.”

What Does Self-Care Mean to You?

“As I said, I kinda had to relearn what self-care even was. Before, I thought it had to be something physical – simply something that would take care of my body like taking a bath or doing a face mask. Now, I know it should be all-encompassing so I don’t just focus on my physical wellbeing but also my mental, spiritual, and emotional health.”

“My self-care routine is a lot more well-rounded these days. Whereas before it may have been a workout now, I schedule therapy sessions, and if I’m exhausted in any way, I take a time out. I may literally lay in bed doing nothing, I may go out and socialize or I may take a social timeout. My relationship with self-care has definitely evolved over time and now I feel like it’s much more grounded.”

Emaan’s Self-Care Rituals:

1. Shower Routine

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“I would say the biggest self-care ritual for me is my shower routine. It’s the best part of my day and I feel like it’s my daily me-time, especially in the evening… But it’s a whole process, which probably takes me 30-45 minutes to complete. I start with a dry brushing routine with essential oils. I do my entire body as I tend to hold onto a lot of water so it helps boost lymphatic drainage as well as removing all the dead skin. Then I get into the shower, which I actually use as my thinking time – I come up with my best thoughts in the shower. After I get out, I like to put coconut oil all over my body then I follow with lotion. I pretty much give myself a massage every night, which I love as it allows me to get in touch with my body.”

2. Therapy and Journaling

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“Outside the realms of beauty, therapy is one of my go-to self-care rituals. I probably have a session once every 2-3 weeks, but I probably should do it more. It’s an opportunity for me to step out of my day and focus on myself. I try to go to the gym 4-5 times a week to work out my body and I feel like therapy is an opportunity for me to work out my mind and my emotions.”

“I’ve been through a lot this last year, both personally and professionally and it’s an opportunity for me to really focus on those emotions. I always leave my sessions with a little bit of homework, which I try to incorporate into my day. I actually started journaling during these moments. I put everything down on paper. It’s another ritual of mine that I’m trying to get better at.”

3. Morning Routine

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“Another integral self-care ritual is my morning routine, which I try to stick to as much as possible, especially during the weekdays. If I don’t do this every day, it completely throws my energy off balance. I kinda see it as my coffee, without it being coffee.”

“Every morning I try to wake up around 6:30 – 7 am. I am not one of those 5 am ’ers! I try to get up as fast as possible without looking at my phone. Then I head to the gym and I do some sort of cardio and weight lifting. Next, I have my coffee or matcha tea and take a moment for myself, and set my intentions for the day. Then, I look at my checklist and I get organized, and into my conquer the day mode. Finally, I jump in the shower and try to get out of the house as quickly as possible.”

4. Self Pleasure

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“Self-pleasure is definitely a big part of my overall wellness routine. It’s something that I really take a lot of interest in. I love researching different vibrators and trying different devices. I have a whole collection and depending on my mood, I’ll pick a different one.”

“I try to masturbate at least once a day, sometimes multiple times in a day. Usually, it’s a part of my bedtime routine. Especially since I’m not in a relationship, it’s a perfect release of energy, which helps calm my mind and body before bedtime. Even if you do have a partner, I think it’s still super important. So after my evening shower routine, I turn to self-pleasure. Honestly, it’s like the best sleeping pill I’ve ever taken and I usually crash right after.”

5. Essential Oil Massage

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“The second thing that I’m really into right now is essential oils. I use them for tons of different things, and I even have a diffuser in my room. My faves are probably lavender, bergamot, eucalyptus, and peppermint.”

“I also love to use essential oils when I’m on my period, or when I can feel my period is coming. I use them on my back and stomach to release any tension. Or, if I can feel a cyst from my PCOS, which I can sometimes feel, I’ll use a concoction of essential oils like hemp, CBD, and other calming oils like lavender. I also love arnica for loosening tension.”

For more advice and tips on self-care, check out these Tik Tok hacks to amp up your self-care routine.