Zeiyt: Gina Dirawi Launches Heritage-Driven Olive Oil Brand Rooted in Palestinian Resilience and Tradition

Gina Dirawi’s journey to launching Zeiyt, a new line of olive oil products, is a deeply personal narrative interwoven with a rich tapestry of Palestinian heritage, ancestral wisdom, and a profound connection to the land. What began as a childhood aversion to the ubiquitous bowls of olive oil in her grandmother Fatima’s home has blossomed into a brand that celebrates the multifaceted significance of this ancient elixir, both as a potent natural remedy and a potent symbol of Palestinian identity. The brand, whose name derives from the Arabic word for oil, zayt, and her grandmother’s surname, Zeyab, launched this week, offering products crafted from hand-picked olives sourced directly from ancient Palestinian groves in the West Bank.

From Childhood Skepticism to Healing Revelation

Dirawi’s early encounters with olive oil were less than idyllic. Growing up in Sweden, the sight of her grandmother Fatima’s constant use of olive oil for everything from cooking to cosmetic purposes struck young Gina as “pretty disgusting.” Her grandmother’s pronouncements that “this heals everything” were met with childhood skepticism. This youthful detachment, however, was to undergo a dramatic transformation.

Years spent navigating the demanding entertainment industry, a world often characterized by harsh chemical treatments and styling products, took a significant toll on Dirawi’s physical well-being. The relentless cycle of hair bleaching and treatments led to a severe health crisis. “I got sepsis and lost most of my hair. My skin was peeling,” she shared with Dazed magazine. This period of personal adversity marked a turning point, prompting her to revisit her grandmother’s age-old wisdom.

A return to Palestine brought Dirawi face-to-face with a community whose hair and skin health stood in stark contrast to her own experiences. Observing the prevalence of long, thick, and healthy hair among the people there, she inquired about their secrets. The consistent response was simple: "we oil it." This revelation, coupled with her own desperate need for natural healing, led her to embrace the practice of oiling her skin and hair. The results were transformative. Her damaged curls began to regenerate, and more importantly, the ritual of oiling fostered a profound shift in her relationship with her own hair. Hair that she had once loathed, describing it as “taking up too much space” and being a source of insecurity, began to be embraced. “Oiling helped me to accept a part of me that I always thought was ugly,” Dirawi confessed.

Zeiyt: A Brand Rooted in Palestinian Heritage and Resilience

The profound personal transformation Dirawi experienced became the fertile ground for the creation of Zeiyt. The brand is not merely a commercial venture; it is a deliberate act of cultural preservation and a testament to the enduring spirit of Palestinian heritage. The olives used in Zeiyt products are meticulously hand-picked from ancient Palestinian trees, some of which are centuries old, embodying a connection to the land that spans generations.

Dirawi’s research into the significance of olive oil within Palestinian culture revealed its deep-seated importance. "You can see it in our poetry, our music – people protect the olive trees with their life, almost like it’s a family member,” she explained, highlighting the profound emotional and cultural investment Palestinians have in their olive groves. This reverence for the olive tree is deeply embedded in Palestinian identity, with its oil serving as a vital export and a tangible link to ancestral lands.

Direct Sourcing and Support for Palestinian Farmers

A cornerstone of the Zeiyt brand ethos is its commitment to direct sourcing from Palestine, specifically the West Bank. This decision was driven by a desire to directly support Palestinian farmers and to ensure the integrity and authenticity of the product. The process, however, was fraught with challenges. After years of “back and forth,” Dirawi recognized the necessity of a personal visit to establish genuine connections and secure her oil supply.

Her journey to the West Bank was a deeply emotional experience. She encountered farmers and families who have dedicated their lives to tending groves that have been passed down through generations. Witnessing trees that have stood for centuries, some dating back as far as 3,000 years, brought Dirawi to tears. The arduous nature of establishing the supply chain, coupled with the profound meaning of connecting with the land and its custodians, proved to be an overwhelming, yet deeply fulfilling, undertaking.

The Enduring Symbol of the Olive Tree Amidst Adversity

The West Bank olive groves, while repositories of immense cultural heritage, are also situated in a region facing significant geopolitical challenges. Olive farmers have long been subjected to violence and disruption, particularly during the critical olive harvest season. The United Nations Office for the Coordination of Humanitarian Affairs (OCHA) documented a concerning trend in 2025, reporting 86 attacks related to the olive harvest season. These incidents resulted in the disruption of harvesting activities, the injury of 112 Palestinians, and the extensive vandalism of thousands of trees and saplings.

Despite these persistent threats, the olive tree remains an indomitable symbol of Palestinian culture and resilience. Olive oil continues to be one of Palestine’s most significant exports, representing not only an economic lifeline but also a powerful assertion of cultural identity in the face of adversity. Dirawi articulated this sentiment poignantly: "I think it’s more important than ever that we Palestinians can show something beautiful, when we always see so much sadness connected to our identity." Zeiyt, in this context, emerges as more than a beauty brand; it is a vehicle for showcasing the beauty and strength inherent in Palestinian heritage.

Honoring Ancestral Wisdom and Intergenerational Connections

Further personalizing the Zeiyt brand, Dirawi has named individual products after each of her grandmothers. This deliberate choice serves as a direct tribute to the women whose ancestral knowledge first ignited her understanding of olive oil’s potent healing properties. These principles – a deep respect for nature, the healing power of traditional remedies, and the interconnectedness of family and land – form the bedrock of Zeiyt.

The brand is committed to honoring a product that intrinsically links the land, families, and the enduring Palestinian identity across generations. By bringing Zeiyt to market, Dirawi is not only sharing a high-quality, natural product but also offering a tangible connection to a rich cultural heritage, a story of resilience, and the profound wisdom passed down through time. The launch represents a significant moment, offering consumers a product that is both beneficial for personal well-being and deeply rooted in a powerful narrative of cultural preservation and enduring strength.

The Broader Implications: Cultural Diplomacy Through Commerce

The establishment of Zeiyt by Gina Dirawi carries implications that extend beyond the realm of consumer goods. In an era where narratives surrounding Palestine are often dominated by conflict and hardship, Dirawi’s venture offers a powerful counter-narrative. By highlighting the beauty, tradition, and the enduring spirit of Palestinian culture through a universally appreciated product like olive oil, Zeiyt engages in a form of cultural diplomacy.

The brand’s commitment to direct sourcing and supporting Palestinian farmers directly addresses the economic challenges faced by communities in the West Bank. This model of ethical commerce provides a pathway for international consumers to contribute, however indirectly, to the livelihood and preservation of traditional agricultural practices. It fosters a direct connection between the consumer and the producer, bypassing intermediary complexities and ensuring that the economic benefits are channeled effectively to those who cultivate the land.

Furthermore, the emphasis on ancient trees and generational farming practices underscores the ecological and historical significance of Palestinian agriculture. The olive tree, with its longevity and deep roots, serves as a powerful metaphor for the enduring nature of Palestinian identity and its connection to the land. Zeiyt’s success could inspire other Palestinian entrepreneurs to leverage their cultural heritage and unique resources to create globally recognized brands, thereby diversifying the Palestinian economy and strengthening its cultural export.

The narrative of Zeiyt also resonates with a growing global consumer trend towards natural, ethically sourced, and culturally authentic products. As consumers become increasingly conscious of the origins of their purchases and the impact of their consumption, brands like Zeiyt, which offer a compelling story of heritage, sustainability, and social responsibility, are poised for significant appeal. Dirawi’s personal journey from skepticism to advocacy for olive oil encapsulates a powerful message about the rediscovery of ancestral wisdom and its relevance in contemporary life.

In essence, Zeiyt is more than just a brand of olive oil. It is a testament to the resilience of a people, the enduring power of tradition, and the potential of commerce to serve as a vehicle for cultural preservation and empowerment. Gina Dirawi’s venture offers a beautiful, healing, and deeply meaningful connection to the heart of Palestine, one drop of oil at a time. The challenges faced by olive farmers in the West Bank, as highlighted by UN reports, underscore the vital importance of initiatives like Zeiyt, which not only promote a valuable product but also bring attention to the critical need for sustained support and protection of Palestinian agricultural heritage. The brand’s success will undoubtedly be a beacon for similar ventures, showcasing the economic and cultural potential that lies within Palestine’s rich and ancient traditions.