Those are the impassioned words of CEO Noor Al Tamimi. Together with her sisters Bodour Al Tamimi, CFO, Dana Al TamimI, CMO and Sara Al Tamimi, Creative Director, they began a woman’s revolution with a movement celebrating empowerment, courage and confidence.

Noor Al Tamimi originally hadn’t planned to work in the beauty industry. It was while running her own interior design company that she began to consider her legacy. Her vision developed to build an empire that could continue beyond her, well into the future. There was great scope within the market for improvement in customer service levels and hygiene standards. The founders made it their mission to re-invent the salon experience, revolutionize the beauty industry and give impetus to women to express their individuality.