In her twenties, Ayat moved to the Middle East, where she quickly began to face serious skin issues. Seeking a solution, she turned to well-known, but harsh skincare treatments, hoping they would provide relief. Unfortunately, these products, filled with strong, drying ingredients, only made her skin worse. Despite relying on these treatments for years, her skin continued to deteriorate, prompting Ayat to seek a more effective alternative.

A search for solutions: How Ayat discovered the power of global skincare brands

Determined not to give up, Ayat embarked on a global search for skincare products that were gentler and more effective. She researched international brands and began discovering products that offered the relief her skin needed.

As her findings sparked interest among her friends, Ayat shared her knowledge, excited to spread the benefits of what she had uncovered. It was during this time that she met Amina Grimen, who would soon become her business partner.

A shared struggle: How Amina’s hormonal skin issues led to a partnership

In her thirties, Amina was struggling with hormonal skin problems that had a profound impact on her complexion. Despite consulting numerous dermatologists, she found little relief. When Amina crossed paths with Ayat, who had been introducing her friends to new skincare products from abroad, things took a turn for the better.

Ayat shared her expertise and recommended products that helped Amina manage her skin issues, setting the stage for a new partnership and business venture.

Building a dream: The launch of Powder Beauty

In 2018, Ayat and Amina took the leap and founded Powder Beauty, a startup born out of their shared desire to change the skincare landscape. They recognised a significant gap in the Middle East’s beauty market and set out to offer a solution: a range of sustainable, cruelty-free, and clean beauty products from both local and international brands.

With a clear mission in mind, they aimed to make high-quality skincare accessible while empowering consumers to take better care of their skin.

Powder Beauty: A platform for affordable, effective, and luxury skincare

Powder Beauty is a UAE-based e-commerce platform that offers an extensive range of skincare and beauty products. From affordable essentials to luxury items, the platform caters to a wide array of needs. What truly sets Powder Beauty apart, however, is its dedication to education.

The company provides in-depth blogs and editor’s notes for each product, helping customers make informed decisions about their skincare and haircare choices. As the founders put it: “Bringing beauty products to you fuels our passion, and we hope you enjoy every product as much as we do.”

Empowering the region: How Powder Beauty became a clean beauty leader

By focusing on sustainability, conscious sourcing, and education, Powder Beauty quickly became a prominent name in the clean beauty space in the Middle East. The platform’s success did not go unnoticed, and recently, it secured pre-Series A funding from investors such as Sophia Collective, NKEHL, Nithin, and Nikhil Kamath. This new investment will help propel the business forward, with plans to expand into Saudi Arabia and beyond.

Challenges along the way: Overcoming the hurdles of entrepreneurship

While their story is one of triumph, the road to success was not easy. Neither Ayat nor Amina had any prior experience in business, and they faced numerous challenges in the early stages of their entrepreneurial journey.

Despite being excited about their idea, they had no knowledge of how to start a business or develop a marketing strategy that would resonate with a diverse audience. Ayat and Amina were not deterred. They embraced their determination and focused on learning the necessary tools for success. They dedicated time to mastering digital marketing, navigating the country’s import and export regulations for beauty products, and understanding the local business environment. Their resilience and willingness to adapt ultimately paved the way for their success.

A vision to change beauty standards: The inspiration behind Powder Beauty

The idea for Powder Beauty was born out of a deep frustration with the UAE’s beauty industry, where high-quality skincare products were often inaccessible or limited in variety.

Ayat and Amina realised they could make a real difference by offering products that not only met the needs of local consumers but also aligned with sustainable and cruelty-free values. Their goal was to empower individuals, especially younger people, to take better care of their skin while making conscious choices about the products they used.

With a shared vision and passion, Ayat and Amina made the bold decision to leave their well-paying jobs and focus entirely on nurturing their dream. They knew that the road ahead would be challenging, but their unwavering belief in their mission gave them the courage to take that leap. Their entrepreneurial journey was not without its hurdles, but their commitment to their vision drove them forward.

The early stages of Powder Beauty were marked by challenges, including building a marketing strategy that would resonate with their target audience.

Ayat and Amina remained undeterred through it all. Their mindset was clear: where there is determination, there is no room for excuses. They studied the business landscape, learnt the tools of the trade, and made sure they were prepared for every obstacle that came their way. Their efforts eventually paid off, and Powder Beauty began to grow into the successful platform it is today.

Inspiring the next generation: How Ayat and Amina are shaping the future of beauty

The story of Ayat and Amina is one of inspiration and resilience. What started as a personal struggle with skincare has blossomed into a thriving business that is changing the beauty industry in the Middle East.

Through their platform, Powder Beauty, the founders are not only providing high-quality, sustainable products but are also educating and empowering their customers to make better skincare choices. Their journey is a testament to the power of vision, determination, and the belief that with the right mindset, any obstacle can be overcome.