For the better part of the last decade, Kuwaiti sisters Nora, Sarah and Dana Al Ramadhan have created their very own beauty empire right here in the GCC. Noticing a huge gap in the beauty space here in the Middle East, the trio launched Apotheca Beauty back in 2013, aiming to help new brands break into the region. Ten years on, Apotheca is now the hub for some of the most renowned beauty brands in the region including Hourglass, Dr. Barbara Sturm, Tatcha, Sarah Chapman, SkinCeuticals, Anastasia Beverly Hills, Oribe, Oskia and many more.
Normally known to be the brains behind the scenes of the brands, the sisters are now coming to the forefront appearing in their first-ever cover shoot. It’s a milestone that’s a big step for Nora, Sarah and Dana, who are normally championing and sharing other brands’ stories. But for The Pioneer Issue, we couldn’t think of three individuals better to share their story of building a business from the ground up, with a simple vision in mind: to bring the best in beauty to the GCC, thereby changing the landscape of the space in this region.
In their individual interviews, each of them shares with us their own stories of life before Apotheca and their memories of starting their company together. They also discuss what it’s really like working so closely together as sisters. Most importantly, they detail what have been the challenges they’ve had to overcome throughout the years – some professional and some personal – and share their wise and heartfelt words about the philosophies they live by.
Nora Al Ramadhan
Co-Founder & CEO, Apotheca Beauty
Can you talk us through your career? I started my career in New York working in investment banking. I then moved into asset management for a year and fixed income for another year. Throughout this time, my sisters and I had been working on establishing Apotheca Beauty in the background. I would fly frequently to Los Angeles to take meetings, while my sisters secured relationships on the ground in the GCC. What I loved about entering the beauty world was how tangible it is. You can literally and physically see the outcome of your efforts. This was a new concept for me coming from banking.
Tell us about where you grew up and what your family life was like. How did your parents influence you?
I grew up in Kuwait until I was 18 and went to college at the University of Southern California in Los Angeles. I feel fortunate to have grown up close to my sisters and parents. My mother was such an inspiration to me, as she always stressed the importance of looking after your health and fitness – without applying any pressure to conform to societal expectations. All four of us, including my mother, were roughly the same size clothing; so, it was a lot of fun to essentially have four closets to dress from. My parents strongly believed that my sisters and I should learn to play an instrument and be involved in sports and extra-curricular activities. As such, from the age of five, I grew up playing the violin for about nine years and joined my volleyball team throughout my high school years One of the best pieces of advice ever given to me was from my father. During university, I could not decide which area of business to specialize in and my father suggested finance. He stated that the backbone of all businesses was finance, and until I figured out what I truly wanted to do, I could not go wrong studying finance. I have never been more thankful for that advice than during our establishment of Apotheca.
Who have been your strongest influences in life?
My mother and both my sisters have honestly been the strongest influences in my life and the closest people to me. Until today, I turn to them for support and advice regardless of the situation.
How did you come up with the idea for your business?
While working in New York, a globally well-known dermatologist asked if we would be interested in helping him expand into the Middle East and cater to his many clients based there. My sisters and I began to explore what that would entail. Apotheca started off as nothing more than a passion for beauty, and natural beauty remedies for our evolving skincare needs.
What inspired you to launch Apotheca?
Whilst analyzing the Middle Eastern beauty market in 2013, we noticed a serious gap in the industry between the availability of niche brands expanding into the region and the local demand for such products. As I spoke to founders of these up-and-coming beauty brands, the feedback I received was the same – they simply could not find a suitable distribution partner in the Middle East who would give their brand the attention and care it required to thrive.
What does your daily role in Apotheca entail?
I currently spend the majority of my time in our Dubai office and hold the title of Co-Founder and Co-CEO. As such, I have a wonderful relationship with each of our brand partners and work closely with our commercial and supply-chain departments. I spend a significant amount of my time in internal meetings, building out brand strategies, collaborating on various new internal projects, and assessing areas for improvement.
How have things developed for Apotheca over the past decade?
I feel so incredibly fortunate to be where I am today and working with the people I do. We have two arms to our business – one B2B distribution and one B2C via our Apotheca Beauty boutiques and e-commerce sites. Today, we distribute 22 brands across 14 countries, have four global offices, four warehouses, four Apotheca Beauty stores and two dedicated Apotheca Beauty e-commerce sites that both offer same-day and next-day delivery.
As sisters, what’s it like working together on a daily basis?
In the beginning, it was challenging working with family, as there was little separation between work and personal life. Post our third or fourth year working together, we learned how to leverage each other’s strengths and respect each other on a professional level. We understand that our personal lives will continue to evolve, and we cover for each other in the process without judgement or criticism.
What have been your biggest obstacles in life and how have you mastered them?
A frequent obstacle and internal struggle has been choosing to live my life in a way I deem best for me, as opposed to doing what has been expected by society and culture. As a Kuwaiti woman living alone and often abroad from the age of 18, this was not easily accepted – far from it. Being in my 30s, not yet married and spending a significant amount of time working, also led to some misjudgement. I remind myself that I have worked this hard to attain my independence, and as such have the privilege of making my own choices. You only have one life, and it can be distressing to spend it attempting to appease everyone else.
What is a philosophy you live by in your everyday life?
If you fail to take care of yourself, eventually you will be unable to take care of others. Self-care is incredibly important and yet so underrated – making the time to eat well, exercise, socialize with friends and family, read, travel, having alone time and more. This is a skill that I had to learn, as historically it could lead to feelings of guilt and self-doubt.
In terms of beauty, how does the Middle East differ from other regions?
Beauty empowers us, gives us confidence, and encourages creativity. In the Middle East, sharing beauty tips and getting ready with your loved ones is a heartwarming activity. I view beauty as not only a way of expressing yourself, but a way of connecting with others.
How do you feel about doing your first cover shoot?
I do not think I will really process this until I see the magazine displayed in front of me in stores. As a person, I am quite introverted, so this is a big step for me. I am honoured, proud and nervous all at the same time.
What message do you hope to share with others to inspire them?
If you profoundly want something to happen, dedicate your energy towards it, and maintain confidence in yourself – despite what others think – you will have a significantly better chance at succeeding. Do what you believe is right for you and live your life with the aim to simply be happy, healthy and content.
What’s next for Apotheca?
Over the past eight months, we more than doubled our physical store count, launched a new local UAE website, and expanded our distribution business with new launches. We have been through cycles of ups and downs, and I have no doubt we will continue to do the same. However, our aim is to further develop our Apotheca boutiques and e-commerce, expand into new markets and continue to offer innovative solutions for our ever-changing customer needs.
This is The Pioneer Issue – to you, what is a pioneer?
To me, being a pioneer means to set a new example, thought or way of doing things. Being a pioneer is to carve out a new way of being that deviates from the standard norm. A pioneer challenges pre-set boundaries to advance a new way of doing.
Sarah Al Ramadhan
Co-Founder & CFO, Apotheca Beauty
Can you talk us through your career?
I graduated in 2006 with a bachelors in economics and started my first job as a Merger and Acquisitions Analyst. I found it incredibly exciting learning about all the different industries and markets we would invest in, so after about five years I went back to school. I got my MBA at London Business School, and during the last year in London, Apotheca was incorporated. We began distribution in August 2013, and our store opened not long thereafter. Here we are, nearly 10 years later.
Tell us about where you grew up and what your family life was like.
I grew up in Kuwait, but spent every summer in either Arizona or New Mexico, where my mom’s relatives lived. My family was close and growing up with all sisters was fun. We spent a lot of time during the school year flying kites in Green Island, going fishing on the boat and camping in the desert. During the summer we spent a lot of time with our cousins in the States, as well as going to music and tennis summer camps.
How did your parents influence you?
Education-wise, they were a definite force in taking accountability for your own success and future. This resonated in my schoolwork, and dedication to the activities I committed to, like studying music theory and playing the flute. On a personal front, my mother was definitely an important figure in solidifying our family as well as a great example of being a present and encouraging mother. My father continues to be someone I respect and depend on as a logical sounding board and friend in life.
Who have been your strongest influences in life?
This evolves and changes as I grow older. Surely, my parents, as they were the most influential for the longest period of time. Beyond that, I’ve had different mentors – some of whom I’ve had the pleasure meeting, like my value investing professor at London Business School, who influenced me on his approach to quality analysis on undervalued assets (a skill I still carry and use in many other relevant points in life). Other influences are people I’ve never met such as Bob Iger (former Disney CEO) and Phil Knight (co-founder and CEO of Nike). The evolution and adaptability of their lives and brands over long periods of time is a principle I carry in many facets of my life. My husband, as well, is one of the most important influences, and a stable and objective sounding board in my life, who I respect immensely.
How did you come up with the idea for your business?
I always say we are consumers before we are suppliers. All the products we’ve brought we have been customers of foremost and use ourselves. This was how the business started – we found a gap in the market of quality, luxury niche brands that weren’t available. So, we approached them.
What inspired you to launch Apotheca?
As mentioned, we felt like nothing else yet existed in the market. And our store was inspired by a luxury beauty closet that every girl deserves! It’s evolved over time – our consumers now include men and babies as well – but still stays true to the concept of clean, luxury beauty in all areas.
What does your daily role in Apotheca entail?
All three of us carry many hats, but generically I am in charge of all the numbers. I do all of our internal analyses as well as working with our banking facilities and auditors. In addition to that, I monitor our supply chain and balance sheet across all the different territories.
How have things developed for Apotheca over the past decade?
On multiple fronts – our brand portfolio has expanded and our stores have grown from one to four. We have four offices – Kuwait, Dubai, Riyadh and London. While our identity has stayed true to bringing luxury, niche brands to the region, I also think we’ve evolved on our retail front. We have become a more sophisticated, refined and recognizable stand-alone brand in our own right.
As sisters, what’s it like working together on a daily basis?
It’s honestly great. It took a couple of years to figure it out – how to work with family, or really anyone on a daily basis to be honest, is a real journey and valuable skill. There’s also a vulnerability we are lucky to be able to share with each other, because we are sisters, which is a relationship I consider us lucky to have.
What have been your biggest obstacles in life and how have you mastered them?
I’m sure they are similar to what most people’s are – adapting and thriving in parenthood, evolving with the changes and demands of running a company, prioritizing what matters in life and just making better choices. I don’t know if you ever really “master” anything in life, but I think being self-reflective, adaptable, and analytical are three skills that have helped produce better results in all facets of life – particularly in Apotheca.
What is a philosophy you live by in your everyday life?
I live everyday life by a pretty rigid schedule that I plan out, which helps me prioritize getting done what’s most important – and by reminding myself to be adaptable. As much as I can plan something, I can never completely control it and being adaptable I think helps make sure decisions aren’t reactionary and rather, logical.
In terms of beauty, how does the Middle East differ to other regions?
Cosmetics and fragrance still reign in the region, compared to skincare, but that is changing slowly. Also, the consumers are worldly and well-travelled, therefore they compare products not just to what’s available in the western market, but the eastern as well.
How do you feel doing your first cover shoot?
Thrilled! We are honoured to be in Emirates Woman and share so much about Apotheca with the region.
What message do you hope to share with others to inspire them?
I don’t know about inspiring, but the most practical and honest advice I can give is to just do the work. It’s that simple. I don’t mean mindless grinding, but thoughtful, adaptable, and analytical work can never steer you wrong when accomplishing your goals.
What’s next for Apotheca?
So many things – the biggest change, for now, is the new store opening in Avenues Mall in Kuwait, the second largest mall in the region, and our website! We are excited to further build on the growth of our brand and its presence in the region.
This is The Pioneer Issue – to you, what is a pioneer?
To be innovative, and one of the first in an industry or category – which I am honoured to be associated in such a category.
Dana Al Ramadhan
Co-Founder & CEO, Apotheca Beauty
Tell us about where you grew up and what your family life was like.
I grew up in Kuwait with two sisters, one five years older than me and one two years younger than me. We have a very loving tight-knit family and all grew up very close. My father is Kuwaiti and my mother is Hispanic American, so we spent all our summers visiting family in the States and exploring the US. I also spent four years living in Colorado where I went to university, then I moved back to Kuwait.
How did your parents influence you?
My parents always raised us to be independent, strong women. Our school and studies were always very important to our parents. We were also raised to be grounded and well-rounded between school, social life, the arts and sports. My father was an engineer so we were always influenced to excel in math and science.
Who have been your strongest influences in life?
My parents and my husband have been the strongest influences in my life. I truly respect what my parents have accomplished in life and the way they raised my sisters and I. My husband has also really influenced me with the highest standards of morals and ethics he lives by every day in every part of his life. He is the kindest and most generous person I have met. He makes me always want to be the best version of myself. My children have also changed me as a person, they have made me more compassionate and have grounded me in ways I could’ve never imagined.
How did you come up with the idea for your business?
Our friends and us would always stock up on beauty products whenever travelling to Europe or the US with brands that you couldn’t find in the region. So, we thought why not bring these brands to the Middle East! We then started contacting all the brands we used and loved and set out on a mission to bring these niche brands to the region.
What inspired you to launch Apotheca?
A doctor who my family and I would see in LA asked us if we could help him bring his products to the Middle East, and we thought it would be a great idea. We started doing all the research on how to do this, started the official company and got the license. Although it didn’t end up working out with that doctor’s products, we decided to approach other brands that we loved that weren’t available in the region.
What does your daily role in Apotheca entail?
I personally follow up on commercial operations in terms of our distribution side of the business from orders, to retailer relationships, to brand representation, to training, to launching NPD. I am also very involved in our Apotheca stores from the aesthetics, to bringing new brands, to promotions and sales. We are all very involved in every aspect of the business from the big overall picture, to the smallest details like the way everything is displayed and how every brand is represented.
How have things developed for Apotheca over the past decade?
Well, to start off with we have massively expanded our retail portion of the business! We have an e-commerce website and a total of four brick and mortar stores now. We are always on the search for the next new beauty brand and trends also. Always looking to bring new and innovative beauty brands and experiences to the market!
As sisters, what’s it like working together on a daily basis?
It’s pure joy. I feel like working together on a daily basis has brought us all closer than ever. At first, it took a while to figure out how to separate work and family life, but once we got the rhythm it was great.
What have been your biggest obstacles in life and how have you mastered them?
One of the biggest obstacles I face currently is having that work life balance. Its a lot juggling a house, husband, and two small children and running a company that I am heavily involved in. It is still something I am figuring out and changes all the time!
What is a philosophy you live by in your everyday life?
Always to be fair, honest and respectful.
In terms of beauty, how does the Middle East differ to other regions?
Beauty and maintenance are very important to the Middle Eastern woman. The typical Middle Eastern woman is well travelled and has been exposed to all different markets, so they are always up to date with the newest trends, products, and brands. It is also a big part of our culture and we have a history of a passion for beauty.
How do you feel about doing your first cover shoot?
I feel very proud for where we are at with the company and how much we have accomplished. Emirates Woman is an iconic magazine in the Middle East and it feels like such an honour to be featured in it.
What message do you hope to share with others to inspire them?
If you have a vision of a goal, keep focused and don’t be distracted. You can always achieve what you want with hard work and determination.
What’s next for Apotheca?
We’re always on the hunt for the next innovative, trendy, and high-quality products for our Apotheca customers. Always onto bigger and better things! Always looking to bring exciting and new beauty products and experiences to the Middle East!
This is The Pioneer Issue – to you, what is a pioneer?
To me, a pioneer means breaking the boundaries in any industry and influencing an industry in a new way.
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Images: Supplied
