Tell us about yourself and your background
I have over 14 years of experience in digital and customer experience consulting, having held leadership roles at IBM and PwC as a Director. Throughout my career, I’ve led diverse teams of strategists, designers, and product owners to create innovative digital experiences and products. My focus has always been on driving brand growth, enhancing relevance, and delivering measurable value for clients. By combining strategic insight with cutting-edge design, I’ve been fortunate to help some of the world’s leading brands stay ahead in a rapidly evolving digital landscape.
How have you managed your transition from the corporate world to entrepreneurship?
Making the leap from the corporate world to entrepreneurship felt like a natural next step for me. My time at IBM and PwC taught me a lot—how to lead diverse teams, manage big projects, and always keep the client at the center of everything. These lessons have been super helpful in running my own business. The biggest takeaway for me? Flexibility! Whether it was pivoting on a project or finding creative solutions, the ability to adapt quickly has been crucial. Plus, I get to be more hands-on and creative, which is incredibly exciting.
What inspired you to found Face Flex?
As a firm believer in the body’s incredible potential, supercharged by biohacking, my passion for blending health & longevity for face fitness sparked the creation of Face Flex in the UAE. It’s all about giving your face a workout and your spirit a lift!
My own fast-paced lifestyle and the challenge of finding effective, non-invasive, and sustainable face care solutions inspired me to create Face Flex. I recognized a market gap and responded with a brand that reflects my belief that taking care of your face shouldn’t be boring or painful—it should be enjoyable and invigorating and should be accessible to all genders and ages. Face Flex is designed for a community of people who are looking at natural and sustainable ways to keep their face fit.
Tell us about Face Flex
Face Flex is Dubai’s first inclusive face fitness studio in the region for men and women. Based on the philosophy that fitness is not just for your body but your face as well, Face Flex offers innovative and curated face workouts that work the muscles and underlying tissues of the face for a natural and instant lift, sculpt and glow. Designed by a team of global experts, each Face Workout uses the scientific principles of facial anatomy, coupled with the latest non-invasive face technologies, delivering natural results with no downtime. Our team of accredited Face Coaches deliver personalised Face Workouts to address the diverse face goals and skincare needs of both men and women in Dubai.
Face Flex is designed for a fun vibe that prioritises our customers’ experience at the core of its brand identity. From engaging interactions with our face coaches and understanding the science behind each workout to the vibrant design of our space filled with upbeat music, every detail is meticulously crafted. We also offer a highly potent, award-winning range of plant-based skincare products from the UK and Italy, including exclusive brands like Votary, Zelens, Humanity & JS Health. To top it off, we provide refreshing post-workout drinks, including collagen shots and plant-based protein shakes.
What makes Face Flex unique?
Transformation: At Face Flex, our Face Workouts are designed by international experts, combining facial anatomy science with cutting-edge, non-invasive technology for visible, natural results—no downtime required.
Inclusive: Our workouts cater to everyone in Dubai, from sculpting jawlines for bearded men to revitalising new mums or busy professionals. We also target specific concerns like double chins and fine lines, offering tailored solutions for all.
Fun Vibe: Beauty and wellness should be fun! Face Flex offers a vibrant, upbeat atmosphere where customer experience is key. From our expert Face Coaches to plant-based skincare and refreshing post-workout drinks, we ensure every visit is energising and enjoyable.
Why did you choose Dubai as the place to launch?
I chose Dubai to launch Face Flex because it’s a city that thrives on innovation, diversity, and a forward-thinking mindset. Dubai is a hub for global trends, with residents who are always looking for the latest in wellness and self-care. The city’s vibrant, cosmopolitan atmosphere and its growing focus on health and fitness made it the perfect place to introduce a concept like Face Flex. Plus, being in the heart of Dubai’s financial district (DIFC) gives us the opportunity to serve professionals who value convenience, results, and a holistic approach to well-being.
What has been your biggest challenge in your entrepreneurial journey from the idea to launching?
Honestly, it was figuring out how to bring a completely new concept to life while keeping everything fun and fresh! Face Flex is all about blending science, beauty, and fitness, so there were a lot of moving parts—from finding the right technology, products and equipment to building a team that was as passionate about the vision as I am. Plus, making sure we created an experience that felt as exciting and energising as the results we deliver was key. The challenge was also a huge part of the fun—and now seeing the studio up and running in Dubai makes it all so worth it!
What has been your biggest personal success since launching?
My biggest personal success so far has been seeing the positive impact Face Flex is already having on our clients. Watching people walk out of the studio feeling more confident, energised, and excited about their results is incredibly rewarding. Another huge win has been building a talented team that shares the same vision—creating a fun, welcoming environment that people genuinely love. It’s still early days, but these moments of connection and growth are what keeps me motivated!
What can clients expect when they visit Face Flex?
When clients visit Face Flex, they can expect a fun, results-driven, energising experience from start to finish! From the moment you walk into our vibrant studio in DIFC, you’ll be greeted by our expert Face Coaches who will guide you through a personalised Face Workout tailored to your unique needs. Whether you’re looking to tone, lift, or rejuvenate, every workout combines the latest non-invasive technology with the science of facial anatomy for real, visible results. And it’s not just about the workout—we’ve created a welcoming, upbeat vibe with refreshing post-workout drinks, plant-based skincare, and a space that feels as good as it looks. It’s all about making wellness enjoyable, effective, and, most importantly, fun!
What are your goals with the company over the next 3 years?
Over the next three years, my goal is to establish Face Flex as the go-to destination for face fitness in the region. We’re focused on expanding our client base and building a loyal community of people who make Face Workouts a regular part of their wellness routine. I also plan to grow our offerings—adding more specialised treatments, collaborating with other wellness brands, and even expanding into new locations across the UAE and beyond.
How can readers find out more about you and Face Flex?
To learn more about Face Flex and stay updated on everything we’re up to, you can visit our website at www.thefaceflex.com
We’re also active on social media. Follow us on Instagram: https://www.instagram.com/faceflex_uae
Or TikTok: https://www.tiktok.com/@face.flex.uae for the latest updates, tips, and behind-the-scenes glimpses of our Face Workouts.
And, of course, if you’re in Dubai, come visit us at our DIFC studio to experience Face Flex firsthand. I’m always happy to connect and share more about how we’re changing the way people approach face fitness!
