This week Emirates Woman speaks to Maria Galabova, Founder & CEO of the UAE’s most beloved keto dessert label Keto Kartel.
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.
So to delve into her story, Emirates Woman sat down with Maria, to see how it all began.
What was your favourite subject at school?
Psychology, I’ve always been interested in the different ways people think..
What was your first job?
At Ministry of Economy as an Economic Adviser.
What brought you to Dubai?
The UAE first drew me in with its sense of possibility, the unique blend of ambition, innovation, and cultural diversity that makes anything feel achievable. What began as a professional move quickly became a personal one. My husband and I saw
Dubai as the perfect place to build both a business and a life, a city that embraces wellness, creativity, and global thinking.
Raising our children here has deepened that feeling even more. They are growing up surrounded by so many cultures, ideas, and experiences, it’s an environment that encourages curiosity and confidence. Dubai truly celebrates balance: the energy of entrepreneurship, the warmth of community, and a lifestyle that values both wellness and joy.
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What inspired you to enter the food space and launch Keto Kartel?
I was inspired by my husband’s incredible mental and physical transformation through the keto lifestyle. Watching how it changed his energy, focus, and confidence reinforced my belief in the importance of healthy living and a healthy diet. However, what stood out most was how difficult it was to find indulgent, satisfying options that fit the keto way of living, everything felt like a compromise. That’s what sparked Keto Kartel. I wanted to make it easier for people to feel their best while still enjoying life’s little luxuries, to show that healthy and decadent can coexist beautifully. For me, it’s never just been about creating treats; it’s about enjoying life whilst still eating well and never feeling restricted.
Talk us through the concept?
Keto Kartel was born from a simple but powerful belief, that living well should never mean giving up life’s pleasures. The concept is all about redefining indulgence: creating luxurious breads, cakes and chocolates that are keto-friendly, 100% sugar-free, gluten-free and guilt-free, without ever compromising on taste or texture.
I wanted to prove that “healthy” could still feel decadent, that you could enjoy a croissant or rich chocolate cake and still feel good about what you are putting into your body. Everything we create is crafted with premium ingredients and thoughtful care, so every bite feels like a treat.
At its heart, Keto Kartel wants to provide healthy food to help you make better choices without sacrificing joy. It’s a brand built on craft, balance, and the idea that indulgence and wellness can, and should, beautifully coexist.
What are the key elements of your role?
As Founder, CEO, and Creative Director, my goal is to grow and expand the business. I have many ideas and am working closely with the team on innovation,
new product development, and strategic improvements to continually enhance what we offer.
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Talk us through your daily routine.
I do not have a fixed daily routine, as no two days are quite the same, but I try to create a rhythm that balances family and work. To maximise my time, I am usually up early to make the most of the quiet hours before the children wake up. Mornings are family-focused, and after school drop-off, I head to Keto Kartel. I spend most of the day with the team as we grow the business – planning, tasting new recipes, and holding meetings with partners at the Keto Kartel Boutique Cafe Evenings are for family. Maintaining that balance is essential to me.
What advice do you have for anyone looking to follow the same footsteps?
My advice to new business owners is simple — trust the process. There will be moments when it seems like nothing is moving forward, but those slow, challenging times are often when the most growth happens. In the end the effort is worth it as taking our time means doing things right.
Start before you feel ready. You’ll never have everything perfectly figured out, and that’s okay. Most learning comes from doing, not planning. There will be doubts and setbacks, but each one teaches you something valuable and makes your brand stronger.
Above all, protect your energy. Entrepreneurship can easily consume you if you let it. Make space for family, for quiet, and for life outside of work — that’s where clarity and perspective come from. Success isn’t about doing everything; it’s about doing what truly matters, with heart and intention.
Tell us more about Keto Kartel and its offerings?
At Keto Kartel, we satisfy every craving — whether you’re in the mood for savory snacks like crackers and spreads or sweet indulgences like mini bites and decadent cakes. All our offerings are 100% sugar-free and gluten-free, made with the finest ingredients. We use the highest-quality French and Belgian chocolate and the most natural sweetener on the market, also known as monkfruit. Every recipe is built around flavor first, because people should not have to choose between wellness and pleasure. What makes Keto Kartel different is our obsession with texture and taste. We want each bite to surprise and wow our customers. Whether you are following a keto lifestyle, managing gluten or sugar intake, or simply trying to eat cleaner, our goal is to make that choice feel effortless and delicious.
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What is the best piece of advice you have ever received?
The best advice I’ve ever received was to stop waiting for the right moment and carve out your own path instead. When you’re creating niche products, there is no perfect timing — you have to choose the moment yourself and stay confident in your vision.
When I first started I accepted that mistakes were part of the process, not proof of failure. Instead of striving for perfection, I focused on learning and growing.
And what is the worst?
The worst advice I’ve ever received was “all you need is passion to succeed.” While passion is important, it’s only the starting point. In reality, authenticity, patience, and determination are just as essential. That’s how you upscale an idea into a successful business.
The real challenge is learning how to make others passionate about your idea too, and that takes strategy, clear messaging, and consistent effort. At Keto Kartel, we’re united by a shared love of delicious food and genuine wellbeing, with the purpose of sharing that love with others and inspiring healthier choices.
What’s the biggest challenge you have had to overcome?
To show that healthy food is delicious and to redefine food culture and the way people experience it. Building Keto Kartel has been a journey of growth and learning. Starting from scratch, especially in food, meant facing constant uncertainty, from getting recipes right to building a team and educating people on “healthy indulgence.” I used to take every setback personally, but over time I learned that challenges aren’t failures—they’re feedback. Letting go of control and learning to adapt changed everything: how I lead, how I create, and how I live.
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What’s the future of the brand?
These days, the word longevity is everywhere — it’s become something of a trend. But at its core, longevity begins with one essential factor: healthy nutrition. At Keto Kartel, we’re passionate about supporting people on every level — physical, mental, and emotional. Nourishing the body is not just about satisfaction; it’s about prevention, balance, and a better quality of life. Our long-term vision is to remind people that health should always be a priority. We’re working to make that message global, with plans to expand through franchise partnerships across the GCC and eventually into Europe. This next chapter is about scaling thoughtfully, growing the brand while preserving the craft, integrity, and heart that built it from the start.
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