Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.

This week, we speak to Dubai-based beauty entrepreneur Mina Al Sheikhly, who launched her namesake Mascara brand. She searched far and wide to find the perfect mascara formula, that’s waterproof, inclusive and an innovative Arab-born brand.

From fashion and lifestyle to beauty and travel, she has developed a strong relationship with her fanbase along with the brands she collaborates with. Over the years, her experiences have brought her to a new stage in her life as an entrepreneur, taking over the beauty industry one mascara at a time.

To understand more, Emirates Woman sat down and spoke to Al Sheikhly to see how her entrepreneurial journey began.

What was your favourite subject at school?

I always thought that Physics was fascinating, and I still do!

What was your first job?

My first job ever was as a photographer, I love to find the beauty in things, and photography was a great way to capture it.

What brought you to Dubai?

The war in Iraq is what led the road for my parents to leave Iraq and go to Jordan, they eventually brought us to Dubai and did an amazing job at establishing themselves, and setting us up for success here.

What inspired you to enter the beauty space and launch your namesake beauty brand?

My parents. My passion for the realm of beauty is the profound influence of my parents. Growing up, my father’s illustrious career in interior design always fascinated me, ultimately steering me towards pursuing a degree in interior design while at university. Alongside that, my mother was a renowned makeup artist in the beauty industry, she founded multiple successful beauty salons. Their combined impact has not only shaped my academic journey but has instilled in me a deep appreciation for the transformative power of beauty.

Talk us through the concept of the brand?

By Mina AlSheikhly was envisioned and brought to life as a brand with inclusivity at its core. The mission behind the creation of my brand is to cater to everyone, I want everyone out there to be able to try my products, while ensuring accessibility and affordability for all. My goal was to create products designed to accommodate individuals of different eye shapes and lash types, offering solutions that resonate with every unique beauty preference. I really wanted to create an Arab brand that is proud to serve everyone.

What are the key elements of your role?

In my role, I serve as the visionary, coming up with innovative ideas that are out of the box and working collaboratively with my team to transform these concepts into tangible reality.

Talk us through your daily routine.

I consider myself an early bird, I love starting my day as early as one can but of course, every day is different in my world. I prefer to have a mindful start to my morning which sets a positive tone to my day; my routine includes breakfast and coffee followed by getting ready with my social media family on my platforms, afterwards I head to the By Mina AlSheikhly office to spend the day creating with my team.

What advice do you have for anyone looking to follow in the same footsteps?

First and foremost, believing in yourself and being fully dedicated to your goal is the most important aspect of it all. Followed by conducting thorough research and finding ways in which you can differentiate yourself in the market through innovation, that will make you unique and set you apart from others, therefore leaving a lasting impact in return.

Tell us more about your products.

At By Mina AlSheikhly, inclusivity takes center stage, as it is the core of my brand. My products are tailored for everyone out there, as they present solutions to every beauty concern you could imagine. Each mascara brush is thoughtfully designed, featuring specialized brushes that cater to individual eye shapes and the desired look every woman wishes to achieve, therefore ensuring a personalized and empowering beauty experience for every woman. In my latest launch, Colored mascaras, I’ve curated a vibrant spectrum of four distinct colors, ensuring there’s a perfect match for every girl out there. This collection is also customizable, whether it’s experimenting with a blend of two mascara colors or opting for a unique application on the lower lashes, or so. With Agate, Tiger Eye, Malachite and Lapis, the possibilities are endless, making the world every girl’s canvas for creativity.

What is the best piece of advice you have ever received?

You can achieve anything you put your mind to.

 

What’s the biggest challenge you have had to overcome?

Establishing my By Mina AlSheikhly brand. I aspired to create something Arab-made which resonated with my own sense of accomplishment but also made the Arab world proud.

What’s your future for the brand?

I aspire to establish a prominent Arab brand with a global footprint, I aspire for my brand to be recognized and celebrated on an international scale as an Arab born brand. Another key focus I have for my brand is to give back to my community through global philanthropy. I aim to contribute in providing opportunities to empower Arab women and give them the push to build themselves and create an impact.

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