Ammatoli pastry chef and daugher of Chef Dima Habibeh, Masah Habibeh, is ready to release something of her own. Dubbed “Beytooti,” the accomplished sweets crafter will be selling the dough of her (rightfully) loved cookies by way of back-at-home containers.
Her tahini and chocolate cookies—a win on the menu since day one—where the saturated sesame-ness of tahini, the buttery nature of cookie dough, and the sweet earthiness of chocolate meld into one of the city’s best cookies? Yup, you’ll be able to bake them at home soon. And yes, the pistachio chocolate chip cookies will be available as well.
She will be hosting an open-invite to her launch party, taking place at Ammatoli in Downtown Long Beach on Saturday, June 28 from noon to 3PM. You can RSVP by clicking here.
Beytooti should have initially been a hummus line—but things mixed differently.
For those who don’t know Masah, she’s one of those rare creatures where logic and creativity meld in equal measure. She has both run the books for Ammatoli and created nearly the entirety of its dessert menu. And given her educational background in both business and food—a degree in fashion business, a master’s in innovation and entrepreneurship, and a graduate of the Institute of Culinary Education—it was only a matter of time before she ventured into her own line.
But initially, she didn’t want to start with her much-loved cookies. She wanted to lead with her mother’s equally beloved hummus—certainly one of the best in the region, if not surpassing even Bavel’s version. However, the simple-but-not-really dip proved complicated when it came to ensuring quality and consistency over-the-counter.
“I thought about it a little bit more logically,” Masah said. “And, with my dad, looked at things labor-wise and number-wise, and it kind of didn’t make much sense to move forward with hummus. This was after I finished culinary school, so I was clearly more focused on sweets and the desserts I was developing. And I thought to myself: Why can’t I just start with something of my own?”
More passionate about cookies. Easier to package. Definitely a longer shelf life. And, after all—who doesn’t love cookies?
The name “beytooti” has many meanings in Arabic—and for Masah, it is particularly special and dear to her heart.
Masah is someone who likes to stay at home—and “beytooti” (roughly meaning “homely” in Arabic) is a reflection of just that. For her, home is many things: Ammatoli itself. The kitchen. Her mom’s food. Her grandma’s home and cooking. Jordan. SoCal. And given that both her mother and grandmother called her “Beytooti” out of love, it’s only fitting that her line of cookies bears the same name.
“You can describe someone as ‘beytooti’ if they’re very comfortable at home—like, they enjoy spending time there; it feels cozy and nostalgic to me,” Masah said. “Because I want, even with potential future products, for this central idea of ‘home’ to be present. I want my food to be beytooti—to feel like home.”
And “Beytooti” makes even more sense when you break down the word: “bayt” in Arabic means “home,” and “beytooti” is a way of making it sound affectionate or cute—much like how Latin American Spanish speakers “little-fy” names, like “Samuelito” instead of just “Samuel.”
The aesthetic of the brand is rooted in Arabic and American love. And will act as its base whenever Masah opts to push the brand further.
Orange County-based designer and art director Michelle Bandach led the design of Beytooti, beautifully melding Arabic aesthetics and calligraphy into a brand that, at least initially, will be introduced to American audiences.
“She came back to me with a few different designs, and the one I have now was the one I immediately fell in love with,” Masah said. “When I first looked at it, I didn’t even read ‘Beytooti’—I saw Arabic letters woven into it. After some fine-tuning, we arrived at what is now our current logo.”
For now, Beytooti will focus on cookies—but don’t think there isn’t room for more.
For Masah, the aesthetic is nearly as important as the product itself because it will serve as the foundation to push Beytooti into new spaces as the brand eventually expands. Of course, not until she perfects this first chapter.
“I want to do anything I do with Beytooti with intention; I want to do everything the proper way,” Masah said. “I want these to be things I genuinely like, without sacrificing quality—and that is much more difficult than most can imagine. That’s why I’m starting with just two products: two different cookie doughs. I want to see how it goes from there—and if I do decide to move forward, I’ll have a solid base to build on.”
In other words, she can reinvest everything she initially builds back into research, development, and the ability to grow more products. And don’t just think baked goods—Masah has her eye on potential kitchen products like towels and mitts, along with, of course, her much-respected assortments of sweets.
Beytooti will be premiering at Ammatoli, located at 285 E. 3rd St., with a launch party on Saturday, June 28, from noon to 3PM. You can RSVP by clicking here.
