Tell us about yourself and your background.
I’m deeply passionate about beauty, a conscious product creator, and an entrepreneur. I firmly believe that it’s the personal touch and dedication that truly set my brand apart.
With a Bachelor’s degree in Economics and a Master’s degree in Public Management, I bring a blend of practical business skills and a creative edge to my brand. Within 2 years of graduating, I was working on developing my beauty brand as a full-time job. Immersed in research, experimenting with makeup, and staying up to date with skincare ingredients and the latest trends, my love for the industry grew. This realisation prompted me to transition my career, merging my entrepreneurial drive with my deep love for beauty.
Why did you found Arooba Beauty?
I find makeup to be very therapeutic, it allows me to have my own moments of joy, playfulness and experimentation and I want to share that feeling with women all around the world. My brand mission is ‘Clean Glam for Authentic Beauty’ and the multi-use formulas are good for the skin with special colours and finishes that help shift the mood, and encourage self-expression.
I always wanted my brand to have a customer centric connection, and therefore, we developed the brand in everything that builds it up; aesthetic, positioning, storytelling, my journey as an entrepreneur, messaging, and values.
The brand has a tag line ‘Make Up An Icon’, a confident attitude that feels incredibly freeing; smile in your heart, and celebrate the uniqueness of you.
What makes Arooba Beauty unique?
Arooba Beauty is a wellness-makeup brand and our palettes are hand-crafted and the formulas are a bespoke creation.
Arooba has a holistic approach to beauty, and the brand tagline ‘Make Up An Icon’ is a motivational quote to become the icon of your own life, making the best of yourself. The inside-out approach infuses the whole brand, for example blending skincare ingredients with makeup pigments. The emotionally intelligent colours help to tune into inner-feelings, and lifestyle through Day & Night quads, and artisanal ethos.
How did you work out what products to sell? And how to produce/manufacture them?
I have been involved in every detail and every stage of product creation, it has been a labour of love, an artisanal process of hand crafting, and bespoke making. We started off with the process of colour matching to my imagination, dreaming up colour names, and searching for botanical ingredients with skincare benefits. I spent a lot of time in an artisanal lab in the English countryside blending and experimenting with skincare-makeup formulations. I’m so proud that the palettes are Made in England… it is the perfect setting for such a bespoke process, and I continue to research the possibilities of innovation there.
We chose to launch with eyeshadow palettes because they provide a diverse array of colours and textures, evoking the playfulness we wanted to inspire with our products. By offering versatile designs and multi-use colours, our palettes can be seen as essential lifestyle companions, tailored to suit individual preferences, personalities, and occasions. Furthermore, recognising the lack of well-executed skincare makeup for the eyes in existing products, we embraced the opportunity to innovate and excel in this category. Each of these palettes Polished Princess, Desert Goddess or Majestic Queen will speak to your personality differently. Colour can truly influence the subconscious, it’s an emotional language to express mood, and tap into purpose, so you feel empowered.
Our easy-to-use formula features nourishing oils, botanical extracts, and fine pigments, resulting in a luxurious texture and smooth application. These vegan and talc-free formulas offer versatility, allowing the different textures within the palette to blend and layer effortlessly, enabling you to unleash your creativity and artistry with makeup.
How long did it take from your first idea to your first sale?
Creating innovation demands time, so I understood from the beginning that this wouldn’t be a swift process. It started off with my avid research into the beauty industry as I spoke with various experts in the UK and honed my vision for the brand. I built a network of industry professionals around me to work in collaboration with; some have been involved for years now.
The brand’s roots lie in extensive formula research and blending, with meticulous attention given to perfecting each shade in our palettes. Testing involved multiple iterations for every colour, ensuring the right texture, colour payoff, and finish. The pandemic caused a significant slowdown due to travel restrictions, hindering my physical presence in the lab. Once restrictions lifted, I oversaw the pressing and packing of our unique palettes in small batches on the first day of production.
We organised captivating photoshoots and readied the website for the long-awaited launch on 23.5.23.
How did the brand evolve?
Since our launch in the UAE in 2023, the brand has experienced a whirlwind of positive developments, and the support and attention received has truly been a blessing. We are thrilled to announce that Arooba Beauty is now also available in the UK.
The brand’s visibility owes much to the dynamic world of social media and the invaluable support from content creators who have passionately showcased our products. Early collaborations with makeup artists and the sponsorship of masterclasses were pivotal moments in our journey.
Our eyeshadow palettes have garnered great reviews for our creaminess, pigmentation, and blendability. Customers praise Polished Princess for its creamy and lightweight texture, making it a delight even for beginners. The Desert Goddess palette, being the bestseller in the region, is hailed for its pigmented and easy-to-use flattering colour. Makeup artists express admiration for the royal and intense pigments in the Majestic Queen palette. The brand’s success extends beyond product reviews, as strategically organised pop-ups and events have not only facilitated direct customer interaction but also generated a significant momentum, affirming Arooba’s growing influence and loving community in the makeup industry.
What is the biggest success you have experienced since launching your company?
Celebrating small victories is an integral part of our journey, especially in these early stages of building the brand. One of the most memorable moments for me was the day we officially announced our launch. Experiencing the genuine love and appreciation flowing in organically from the beauty industry was truly heartening.
Another cherished memory revolves around our first-ever pop-up event in Dubai. It was a special occasion where our customers had the chance to try our products before making a purchase. We offered complimentary eye glam sessions using our palettes, and the response was heartwarming. Witnessing the instant reactions from our customers and having the opportunity to meet them face to face created a warm and memorable connection with our growing community.
What has been the biggest challenge and how have you overcome it?
Our formula was ready for production when the pandemic struck, causing major supply chain issues with our ingredient suppliers. We had to undergo a reformulation process to adapt to the circumstances that caused significant delays in the brand launch.
A challenging aspect of the journey has been building everything from the ground up, including finding the right team and expertise to support the development of our brand. The task of innovating in skincare makeup while ensuring a seamless balance between skincare and makeup required us to search extensively for a lab that could meet our specific needs.
What does a day in your life look like?
A typical day in my life begins with the sun as I am an early riser. I kickstart my morning with a refreshing workout or yoga session, setting a positive tone for the day ahead. Then I take some time for my daily glam routine, getting ready for my day at the office. At our Dubai headquarters, my time is occupied by a series of in-person and Zoom meetings, content creation, and overseeing the packaging of PR packages. In the evening, I head back home, taking a moment to unwind. Family dinners are a cherished part of my routine, followed by the final sign-off on emails for the day. I dedicate some time to skincare, indulge in bedtime reading, and share moments with my cats before going to bed.
Congratulations on your recent expansion to the UK, what are your goals for the next 5 years?
Thank you! The future of the brand is centered around continuous product innovation. We have exciting developments underway in the lab, with a focus on mastering one area at a time so you can expect more products in the eyes category. Additionally, our goal is to broaden our presence by expanding our distribution channels and entering new markets and making our brand accessible to a wider community of beauty lovers.
And finally, what are your top tips for entrepreneurs looking at starting a new business in the UAE?
Starting a new business venture in the UAE is a blend of excitement and challenge. I recommend gaining a profound understanding of your industry, aligning your path with passion, and undertaking comprehensive research. Entrepreneurship is not an easy journey, you will face a lot of challenges, so you must love your job so deeply that you can stick through those tough times.
Moreover, enter the market with a distinct purpose, placing utmost importance on keeping your customers at the forefront of decision-making. Networking with fellow entrepreneurs is essential. The shared knowledge and the camaraderie of everyone navigating similar waters create a valuable and supportive environment.
How can readers find out more about yourself and Arooba Beauty?
You can visit our website www.aroobabeauty.com to shop the collection and read the BE ICONIC blog at a leisurely pace. You can also join our growing community on social media @aroobabeauty, and embark on this inspirational journey with us.
