Karibu, here we get to know a little about the lady behind the brand.
“I’ll bloom for you later, right now, I’m going on an adventure of a lifetime.” (Yasmine, 2010)
Yasmine Ahmed Nooh
Founder, NASO AT HOME
Born in Chesterfield, England, Yasmine’s story is rooted in a rich blend of cultures, continents and experiences.
Her father, originally from Yemen and of Somali heritage, came to Britain and built his career as a steel worker, while her mother is Kenyan of Somali heritage, who leveraged her education and skills to develop a women and children’s charity and community in the UK. Yasmine was born in Chesterfield and grew up in Sheffield where she was raised by her mother, educated and developed an early appreciation for the diverse cultures and communities that would later influence her entrepreneurial journey.
After graduating with a degree in Technology in 2009 (Nottingham), Yasmine left the North of England for London, beginning her corporate career with Thomson Reuters in 2010. What followed was more than a decade of professional experience in the corporate world, developing expertise, discipline and an understanding of how global businesses operate.
Her career in technology and the corporate sector gave her a strong foundation in problem-solving, commercial thinking and navigating complex organisations. But alongside her professional life, Yasmine remained deeply connected to her cultural heritage and to the traditions, flavours and rituals of home.
It was this intersection of heritage, home and modern living that would eventually inspire NASO AT HOME.
Founded in London, NASO AT HOME is a lifestyle brand built around the idea that the things we bring into our homes can tell stories. From fragrance and homeware to culturally inspired products such as authentic Sudanese-style Kahawa, the brand celebrates the beauty of African and Middle Eastern influences while presenting them in a contemporary, accessible way.
For Yasmine, entrepreneurship represents a return to something deeply personal: creating a business that reflects identity, culture and the feeling of home.
Her journey from a technology graduate in Nottingham to a corporate professional in London, and ultimately to founder of a growing lifestyle brand in Kenya, reflects a career defined by evolution and reinvention.
NASO AT HOME is not simply a business for Yasmine. It is an expression of where she comes from, where she has lived, what she has learned, and the many cultures that have shaped her idea of home.
Inside the Inspiration: “Something about me, I used to love walking by the home decor and furniture shops on Tottenham Court Road, stopping there for a coffee and dessert at Ole and Steen.
📸 Photo: West Elm Online
West Elm was perhaps my favourite, I spent a while there regularly looking at the different decor designs, the clean finishes and presentation in store. You never know who you’re inspiring.”
Influences
Yasmine’s creative world is shaped by a mix of places, people, sounds and sensibilities, from the streets of New York and the elegance of Paris, to the visual language of Tokyo, the soul of Cairo and Marrakesh, and the energy of Milan and Rome.
People & Creative Visionaries
Pharrell Williams · Virgil Abloh · Oscar de la Renta · Masaba Gupta · Olivier Rousteing
Luxury & Fragrance
YSL · Hermès · Arabian Oud · Lancôme · Estée Lauder · Farm Rio · Chanel · Net-a-Porter · Lacoste · Mango · Longchamp · Jacquemus · Skagen
Interiors & Home
West Elm · Wayfair · Dulux
Cities & Culture
New York · Paris · Tokyo · Milan · Rome · Marrakesh · Cairo · Mumbai
Music
Hip Hop · R&B · Alternative · 80s Rock · Latin · Hindi / Punjabi · Arabic · French
Pop Culture & Design
Sanrio · Rockstar Games · World Design Weeks · Tate · Louvre · Eiffel Tower · Art Basel · Architectural Digest · Microsoft · Apple · Beats By Dre · NBA (Basketball) · Tennis · Film · Streetwear · Complex · Audi · Nike
About NASO AT HOME
I’m a fan of the classic, minimal design, visually authentic and also the sophisticated.
– Yasmine
It was time to create Yasmine’s creative playground.
From consumer to maker.
NASO AT HOME today, is a Kenyan lifestyle brand rooted in heritage, culture and the beauty of everyday living.
Our journey began with a simple idea: to bring the feeling of home into the things we use, enjoy and share every day. Inspired by global cultural influences, as the founder Yasmine was an avid solo-traveller, NASO AT HOME has grown into a collection of thoughtfully curated products that celebrate scent, flavour, ritual and connection. During her spare time whilst working in London, Yasmine travelled the world. She has visited:
- Paris – France (the most!)
- Granada, Cordoba, Madrid, Malaga, Torrmolinos, Marbella – Spain
- Amsterdam – Netherlands
- Brussels
- Dubai, Abu Dhabi – UAE
- Kuala Lumpur, Langkawi – Malaysia (many times!)
- Singapore
- Bangkok – Thailand
- Agadir – Morocco
From our beginnings with home fragrances and candles to expanding into culturally inspired products such as authentic Sudanese-style Kahawa, our journey continues to be guided by curiosity, creativity and a deep appreciation for the traditions that make us who we are.
We are passionate about discovering products and stories that deserve a place in the modern home, blending cultural authenticity with contemporary living.
For us, home is more than a place. It is a feeling, a memory, a scent, a ritual and a story.
This is our journey: bringing heritage home, one story at a time.
The NASO AT HOME journey (summarised):
🇬🇧 LONDON — ORIGINS & EARLY POP-UPS
- Etsy — original launch
- Upmarket, Brick Lane, London
- BOXPARK, London
- The Factory, Dalston
- London Muslim Shopping Festival, Excel
- Other London in-person markets and community shopping days
The beginnings including many late nights, kitchen counters, handwritten notes, herbal tea, small batches and sales through Etsy, NASO was founded by Yasmine in London before becoming Nairobi-based.
🌍 2023–2024 — THE INTERNATIONAL SHOPPING SERIES
- 15 months
- 4 cities
- 2 continents
- 100+ in-person shopping & community days
- 600+ hours meeting communities and shoppers
- Two overarching themes: “Garden of Peace” and “Homecoming”
🇰🇪 KENYA — 2024
- Limuru Highlands Trust Tea & Farmers Market — the event where NASO AT HOME first encountered the work of Njuguna Arts and began its relationship with the artist/community.
- Nairobi Design Week / Nairobi Design production cohort, 2024–25.
- Africa & Decor — 2024–present — the ongoing creative/design project documenting contemporary African interiors and the African home.
🇰🇪 KENYA — 2025
- @ Home Beauty Launch Party — May 2025 — beauty, wellness, expert talks, brunch and interactive experiences.
- The Brass Project — 2025 — collaboration with Exotic Designs KE, originating from meeting the team at the Powerful Kenyan Women exhibition at Kibera Arts District / HOF Gallery Kibera.
- Making Green Fun — 2025 — sustainability/community experience with Friends of Creation in Tigoni.
- Real Hope Community Foundation — 2025 — community candle-making workshops in Kawangware.
🇰🇪 KENYA — 2026
- Holistic Wellness Weekend — 31 January 2026, EMBE Creatives, Lavington.
- International Women’s Day — “A Bridging of Generations” — 7–8 March 2026.
- Culture Upcycled — 7–8 March 2026, an exhibition centred on culture, sustainability, upcycling and women-led creativity.
- NASO Living — multi-brand home and lifestyle showcase featuring Afro Boutik, Exotic Designs KE, Zawadi Shop, Kristine Reuben Home Products and NASO AT HOME.
- Vibes & Inshallah Art Workshop — 25 April 2026, with Muthoni Mwangi, at the New Muthaiga Shopping Mall studio.
- Noir Boutique Pop Up — 14 June 2026.
- PLN Global Women’s Marketplace — 1 August 2026, Radix Hotel, Karen.
NASO AT HOME 