Curating Genuine Creativity: In Conversation With Ellen Sheidlin
Creative Journey and Artistic Evolution
Let’s start at the beginning—what inspired you to merge photography, painting, and and other mediums art into your signature “Survirtualism” style?
I never saw boundaries between mediums. Photography gave me the stage and perspective, painting offered color as a form of thought, and sculpture brought materiality and resistance. It was important to me that an idea could evolve on multiple levels at once.
Survirtualism emerged as a way to bring all of that together—a cohesive system where the physical and digital interact without being in opposition.
Image source: Ellen Sheidlin
How has your artistic voice evolved from your early work on Instagram to your current gallery exhibitions and projects across the globe?
My early experiences on Instagram trained me to react quickly—to capture fleeting moments and respond to the world with immediacy. But creating paintings and sculptures requires a very different approach—one of slowness, contemplation, and inner dialogue. Since I create only a few works each year, I can feel how each of them unfolds gradually, becoming more structurally complex and richer in meaning. What once began as a spontaneous impulse has evolved into a sustained, reflective process. In the past, I was drawn to form; today, I’m more interested in constructing a deeper conversation with the world—one shaped by reflection on what I see, what I feel, and how those perceptions shift over time
Do you feel pressure to keep reinventing yourself, especially as your audience grows?
Sometimes—yes. But I don’t see it as an obligation. I have an internal sense of when something old no longer works, and that’s when something new begins to emerge. I don’t feel the need to constantly surprise anyone—what matters most to me is being in a place where I genuinely feel something that needs to be expressed, something I want to speak about, something I want to look at more closely.
Entrepreneurship and Brand Building
You’ve successfully turned your creative vision into a global brand. What have been the most challenging aspects of navigating the business side of your art?
The most challenging part was finding the right team—one that allows me to remain an artist and dedicate all my creative energy to making art, while entrusting the business side to professionals who truly understand it. I really appreciate that I’ve managed to preserve my creative autonomy while building a system that runs efficiently and without chaos
You’ve worked with major fashion and tech brands—how do you choose who to collaborate with, and how do you maintain creative control in those partnerships?
I’m inspired by collaborations that feel like genuine creative dialogue, where I’m recognized as an artist with a voice—not just as a “cover.” When there’s a strong connection with a brand’s team, our shared energy leads to memorable projects that engage audiences and feel meaningful. Fortunately, I now have the opportunity to choose projects with brands whose vision truly resonates with me. I don’t participate in projects unless there is a shared understanding of the creative goals.
As for creative control, it comes from having a clear concept—something I’ve learned to develop through my extensive experience working on commercial and advertising projects.
What does “entrepreneurship” mean to you as an artist in the digital age?
To me, entrepreneurship in the digital age means building my own system—free from intermediaries—where I have full control over what I produce and how I produce it. It’s about discipline, structure, and respect for my time and ideas.
Image source: Ellen Sheidlin
Innovation and Technology
Your early adoption of NFTs and digital art has been bold and pioneering. What excites you most about the future of digital ownership and the metaverse?
This experience opened up something entirely new for many artists: a direct connection with their audienceand the chance to share and sell their work, bypassing traditional institutional filters.
It’s important to understand, however, that these new opportunities don’t simplify digital art or remove the requirement for artists to deliver quality work. This can sometimes come as a surprise to those initially drawn in by the apparent simplicity of the crypto-art environment. In some ways, this situation has unfortunately discredited those who approach their art with genuine dedication.
It’s crucial to remember that whether in the physical world or the metaverse, art is still evaluated by real people based on criteria established long before Web3.
How do you balance the tactile, physical elements of your work with your presence in the virtual space?
For me, the virtual world is not a replacement but an extension—a natural continuation and complement to my creative process.
Every project I undertake begins in the physical realm: with tangible objects, sketches, and set designs. Even when I work digitally, my creations are always deeply rooted in a material foundation.
Image source: Ellen Sheidlin
Personal Philosophy and Influence
You’ve described your work as “emotional surrealism.” How much of Ellen is in @Sheidlina—and where do the two diverge?
They are one person in different states. Ellen is the personal “I,” while @Sheidlina is the external, public persona. I’m not playing a role—I’m simply switching between layers of myself, like between subpersonalities. Sheidlina is one of them, not a mask but an interpretation of my identity
You have millions of followers. How do you stay authentic and emotionally grounded in an era of constant visibility and feedback?
I don’t read everything. I’m not dependent on likes. There are just a few people whose opinions truly matter to me—everything else is background noise. I know why I do what I do. If I feel I have something to share, I share it. If I don’t, I don’t.
At the same time, I’ve met some truly amazing people among my followers, and I genuinely appreciate that part of being visible.
Women in Art and Business
As a female artist and entrepreneur, have you faced any unique challenges breaking into traditionally male-dominated creative or tech spaces?
Yes, there are typical expectations—that you’ll be ‘nice,’ ‘pleasant,’ or visually ‘polished.’ People sometimes try to frame you or fit you into whatever feels more comfortable for them. But I don’t shape myself to meet someone’s expectations—and I create my art by the same principle.
What advice would you give to young women who want to follow an unconventional path and turn their creativity into a business?
Start. Don’t wait for anyone’s permission. Don’t be afraid to be different. Be clear about what matters to you. And don’t waste your energy on those who aren’t ready to take you seriously.
Image source: Ellen Sheidlin
Future Plans
What’s next for Ellen Sheidlin? Any new projects, exhibitions, or entrepreneurial ventures we should watch for?
I’m currently working on several exciting projects. My main focus is a new series of canvases for an upcoming show in Asia next year. These are unique works, each with its own distinct message and meaning, and I find immense joy spending hours working on each one.
Beyond this, I’m contributing to an institutional public art project emphasizing ecology, a cause I care deeply about. For this initiative, I’m developing a sculpture planned for exhibition in the Gulf countries and Europe.
Three of my new canvases will also be shown at Kiaf in Seoul this September. And a special surprise awaits my collectors at Art Dubai next year: in the studio, we’re developing a unique product that combines glass and digital technologies, and I can’t wait to present it to the public.
And of course, my sketchbook constantly gathers and holds fresh ideas for photography and video art.
Why Sustainability Matters: A Call to Action for a Better Future
In a world increasingly defined by environmental challenges, the concept of sustainability has never been more critical. As the founder of Goumbook, I have dedicated my career to changing mindsets and driving action toward a more sustainable future. The question we must all ask ourselves is: What does sustainability mean to us, and why does it matter?
Sustainability is not just a buzzword; it is a necessity. It is about meeting our present needs without compromising the ability of future generations to meet theirs. It is about recognizing that our actions today have far-reaching consequences for the planet, society, and the economy. From overpopulation and pollution to deforestation and climate change, the challenges we face are immense. But so too are the opportunities for positive change.
One of the most pressing issues we face is climate change. The UAE is the first Middle Eastern nation to sign the Paris Agreement in 2015, the UAE has committed to reducing its emissions by 40% by 2030 and has set an ambitious goal of achieving net-zero emissions by 2050. These commitments are not just words on paper; they are backed by concrete actions, such as the UAE Energy Strategy 2050, which aims to triple the contribution of renewable energy, and the Ministry of Climate Change and Environment’s National Carbon Sequestration Project, which plans to plant 100 million mangroves by 2030.
The UAE is also taking steps to tackle plastic pollution, banning single-use plastic bags in June 2024 and since January 2025 the ban also includes plastic stirrers, table covers and styrofoam containers. Tackling plastic waste is an essential part of protecting our environment, and these steps are a major move in the right direction.
But government action alone is not enough. The private sector and individuals must also play their part. Businesses have a responsibility to adopt sustainable practices, reduce their carbon footprint, and invest in green technologies. We believe that businesses can be a force for good, driving innovation and creating solutions that benefit both the planet and their bottom line, through looking at operations and investing in sustainable solutions.
Individuals, too, have a crucial role to play. It is easy to feel overwhelmed by the scale of the challenges we face and to think that one person’s actions cannot make a difference. But the truth is, every action counts. Whether it is reducing water usage, recycling, washing clothes in cold water or choosing to eat less meat, small changes in our daily lives can add up to a significant impact. Research shows that if just 15-18% of the population adopts pro-environmental behaviours, it can create a social tipping point that leads to widespread change.
Sustainability is not just about the environment; it is about creating a better future for all. It is about ensuring that everyone has access to clean air, water, and food. It is about building resilient communities and economies that can withstand the shocks of climate change. It is about preserving the beauty and diversity of our planet for generations to come.
As we look to the future, we must remember that the greatest threat to our planet is the belief that someone else will save it. Each of us has a role to play in driving the change we want to see. Let us dream big, act boldly, and work together to create a sustainable future for all.
The time to act is now. Sustainability matters because our future depends on it.
Ethara Launches UAE’s First Sports Entrepreneurship Incubator in Abu Dhabi; Eight Startups Unveiled
Ethara, an Abu Dhabi-based live events and venue management firm, has launched the inaugural Ethara 1TW Innovation Hub (E1H) Pitch- the UAE’s first dedicated sports ecosystem and incubator.
The launch event, which took place at the Yas Conference Centre on June 3, 2025, brought together more than 100 key stakeholders from sport, entertainment, government, and investment sectors to witness the unveiling of startups shaping the region’s sports and entertainment economy.
Image source: Ethara
The E1H Pitch marked the culmination of a six-week program in which eight early-stage ventures received expert mentorship, strategic guidance, and venture capital support to fast-track their development.
By providing startups with unique access to expertise, commerce, and capital, E1H thus aims to accelerate innovation and entrepreneurship in Abu Dhabi, the UAE, and the wider region.
The event opened with keynote addresses from Mike Shapiro, Head of Ventures at City Football Group, and Mohamed Berrada, Partner at Portas. Their insights into global sports investment and the future of digital fan engagement highlighted the UAE’s rising prominence as a strategic base for sports tech and entertainment ventures. The session was hosted by sports broadcaster Chris McHardy.
Image source: Ethara
“Innovation is at the heart of everything we do at Ethara- that’s why we created E1H with our partners at OneToWatch [a sports investment advisory firm based in Abu Dhabi Global Market],” Saif Rashid Al Noaimi, Chief Executive Officer of Ethara, stated. “We want to inspire the next generation of entrepreneurs to build new ventures that add value not just to Ethara but to Abu Dhabi’s global vision for sport and entertainment.”
The event then highlighted how the eight founders from E1H’s inaugural cohort address a wide spectrum of areas including technology, content, services, and sustainability.
E1H Cohort 1 startups:
• ArabsMMA founded by Zahi Ephrem: The first media platform dedicated to combat sports in the Middle East.
• Athlyn founded by Ahmed Cheikh Omar: A platform that bridges sport and corporate engagement.
• Esportian founded by Ivan Kerkoc: Merges traditional sports and esports education.
• Icosium Technologies founded by Billel Boudouma and Mohamed Ali: This venture blends robotics, AI, and human experience to deliver real-world micro-automation solutions.
• MyParkBuddy founded by Daniel Hachem: Aims to revolutionize urban mobility through smart parking solutions.
• Neoma founded by Francois Chabaudie: Aims to improve human interactions through smart environments.
• The Mettleset founded by Dawn Barnable: A platform to tell meaningful stories through the lens of sport.
• E1H Venture Studio, Greenlight Abu Dhabi Branding (GADB) founded by Robert Angelieri: Drives innovation in sustainable events through branding, logistics, and venue strategy.
Netflix Co-Founder Marc Randolph Featured on #ABtalks Business, with Dubai Cares as Exclusive Charity Partner
Dubai Cares, a UAE-based global philanthropic organization, has been named the exclusive charity partner for #ABtalks Business — a new podcast series by #ABtalks that brings Anas Bukhash’s acclaimed interview style to the business world.
As part of the series’ built-in philanthropic model, a portion of the sponsorship proceeds from each episode will be donated to Dubai Cares, contributing to the organization’s efforts to provide children and youth around the world with access to quality education.
Launching in Q2 2025, #ABtalks Business will feature authentic and thought-provoking conversations with influential business leaders from the UAE and beyond. The series will delve into their personal journeys, leadership philosophies, values, and visions for the future. With 6 to 8 episodes planned annually, the show offers sponsors a platform that combines brand visibility with meaningful social contribution.
The premiere episode, which airs tonight (Tuesday) at 9pm GST on YouTube, features Marc Randolph, co-founder and first CEO of Netflix, offering a rare, behind-the-scenes look at the bold thinking that sparked one of the world’s most disruptive companies. In this candid conversation, Randolph unpacks the unpredictable journey of building Netflix and challenges conventional ideas of success, defining it not by titles or wealth, but by doing what you love and do best.
Viewers can also expect sharp insights into what he looks for when building high-performing teams, including how potential, passion, and mindset often outweigh experience on paper. With his trademark mix of humility and unconventional wisdom, Randolph sets the tone for #ABtalks Business, a new chapter that explores the deeper side of leadership, ambition, and purpose.
Commenting on the collaboration, His Excellency Dr. Tariq Al Gurg, Chief Executive Officer and Vice-Chairman of Dubai Cares, said, “We are delighted to partner with #ABtalks on this inspiring initiative that bridges the worlds of business and philanthropy. At Dubai Cares, we believe that the private sector plays a vital role in shaping a more inclusive and sustainable future – not only through innovation and growth, but also through meaningful social contributions. This initiative by Anas Bukhash is a strong reminder that business success and social impact can go hand in hand.”
Anas Bukhash, founder of Bukhash Brothers and Host of #ABtalks, commented, “At #ABtalks, our mission has always been to spark meaningful conversations that inspire real change. With the launch of #ABtalks Business, we are expanding that vision into the corporate world – highlighting the journeys, mindsets, and legacies of business leaders who are shaping industries and communities alike. Partnering with Dubai Cares elevates this platform even further, allowing us to align our work with a cause that empowers lives through education. We look forward to engaging business leaders in discussions that inspire change – both in the boardroom and beyond.”
Saudi Arabia’s First Ever Tokenized Real Estate Transaction Set for Launch by droppRWA and RAFAL Real Estate
droppRWA, a sister company of Web3 technology provider DroppGroup,has partnered with Saudi Arabia’s real estate developer RAFAL Real Estate Co, to execute the kingdom’s first-ever real world asset (RWA) tokenization transaction.
The transaction is a strategic inflection point as the RAFAL pilot will serve as a national feasibility benchmark for the future of tokenized property markets both in and beyond Saudi Arabia.
The collaboration aims to introduce fractional ownership of high-value real estate assets, enabling everyday Saudi citizens to invest with amounts starting as low as single-digit Riyals. This democratized access model aligns directly with Vision 2030’s goals of financial inclusion, digital transformation and citizen empowerment.
This initiative is also designed to attract institutional-grade foreign capital through compliant digital technology rails.
droppRWA will conduct a full feasibility study for property tokenization across RAFAL’s portfolio.
A fully regulated proof-of-concept will be developed and executed, with RAFAL supplying live real estate assets for controlled transaction testing.
Faisal Al Monai, a droppRWA co-founder, “This transaction marks a paradigm shift. Around the world, we are witnessing the greatest digital transformation of the 21st century – the transformation of capital itself. The mission of this partnership positions Saudi Arabia at the forefront of programmable economies, with real-world impact for every citizen – starting at just 1 Riyal,you can “own a piece of Vision 2030.”
“And for institutional and global capital, this will be a fully regulated pilot that provides a secure on-ramp for institutional-grade Foreign Direct Investments (FDI) into Saudi Arabia. It merges stablecoin liquidity with sovereign-grade infrastructure, bringing real-world assets onto the blockchain with trust, speed and scale.”
Source: droppRWA
Elias Abousamra, CEO, RAFAL Real Estate, “At RAFAL, we have always believed that real estate should be both aspirational and accessible. This partnership with droppRWA is not just about technology – it’s about democratizing real estate investment and creating a global platform for foreign direct investment into the promising Saudi market. For the first time, a young Saudi can own a piece of a premium development with just a few Riyals. That’s a powerful idea. Together with our partners, we are proud to pioneer a new model of ownership that speaks to the inclusive and innovative spirit of Vision 2030.
Emirati-Born Brand ‘Gahwatna’ Partners With Union Coop to Launch First-of-its-Kind Pop-Up at Etihad Mall
Gahwatna, an Emirati-born brand which sells authentic ‘gahwa’ [a type of coffee native to the UAE], has partnered with Union Coop, the UAE-based grocery retail giant, to launch a first-of-its-kind experiential pop-up at Etihad Mall.
This initiative aims to create an environment where the Emirati brand doesn’t just sell Gahwa—rather it also seeks to be immersive by enabling visitors to engage all five senses in a celebration of identity, tradition, and vision.
Gahwatna is led by its partners Ali Mansoor, Chief Executive Officer and the creative force behind the brand, and Saeed Al Suwaidi, Chief Commercial Officer and the strategic shaping its vision and market presence. Together, they have curated an experience that merges modern design, authentic Emirati Gahwa traditions, and immersive storytelling.
Image source: Gahwatna
“At the heart of this collaboration lies a powerful belief: Union Coop belongs to us,” said Mansoor. “It’s where Emirati families feel at home, and Gahwatna proudly starts its journey from that place of belonging—with a mission to take our story from us, to the world.”
Mohamed Al Hashemi, CEO of Union Coop, visited the pop-up to personally experience what Gahwatna represents. Impressed by the depth and originality of the activation, he extended an invitation for Gahwatna to participate in the grand opening of Union Coop’s new Khawaneej branch, where a tailored mini popup was launched the same day.
Image source: Gahwatna
“Gahwatna is a sense of belonging—it’s a movement. It’s Emirati, it’s human, and it’s global,” added Mansoor. “We are honored to start this journey with Union Coop, and together, we aim to make our heritage accessible, visible, and proud across every branch.”
Gahwatna is now in discussions with Union Coop to roll out nationwide activations, with the goal of bringing authentic Emirati experiences to every neighborhood through storytelling, retail innovation, and sensory engagement.
With Eid Al Adha holidays around the corner, Gahwatna invites families to visit the Etihad Mall pop-up and enjoy a unique experience of Gahwat Al Dhaif, Kaif, and Saif—all wrapped in a spirit of togetherness, pride, and possibility.
New Visa Report Shows GCC’s Online Consumers Favor Biometric Authentication Over Traditional Card Payment
Visa, the global digital payments platform, has revealed its “Checkout Friction Report”, a new study which dissects factors that consumers demand for a more secure and seamless e-commerce experience.
The research is based on a survey of 2,016 online shoppers across the GCC, including the UAE, and explores their experiences with e-commerce purchases. It examines common pain points during the checkout process that affect both consumer satisfaction and business outcomes.
Speaking exclusively to Entrepreneur Middle East, Dr. Saeeda Jaffar, Senior Vice President and Group Country Manager – GCC at Visa, notes that difficult or time-consuming checkout processes continue to be a leading reason for cart abandonment. “Across the GCC, 43% of respondents cited concerns around payment security, while 38% pointed to the inconvenience of manually entering card details,” she says. “These are often decisive moments in the online shopping journey. If the process feels clunky or untrustworthy, it increases the likelihood that a customer will leave before completing their purchase.
Specificially with regards to the UAE, the report shows that one in three respondents (33%) in the country shops multiple times a week for groceries. For categories such as fashion, entertainment, and electronics, shopping frequency ranges from once to a few times a month.
According to 40% of respondents, the biggest frustrations with online checkouts are security concerns, followed by the hassle of entering card details manually (37%). Indeed, 58% of the surveyed consumers say they’re worried about the risk of fraud or hacking when storing their card details on multiple websites, with the report also showing that 42% of respondents have experienced fraud or security breaches.
By addressing these challenges, retailers can enhance the checkout experience which could lead to increased customer satisfaction- a demand that, as per the “Checkout Friction Report,” is continually surging. “Almost 80% of respondents said they would be more likely to complete their purchases with a one-click checkout option,” Dr. Jaffar explains. “To address this, merchants can explore streamlined checkout methods that reduce friction and meet rising expectations around convenience and security. Whether through faster authentication, fewer form fields, or one-click options, improving this final step can help reduce abandonment and improve overall customer satisfaction.”
Reflecting this sentiment is a key finding in Visa’s “Checkout Friction Report”, which reveals a strong preference for a more streamlined checkout: 65% of respondents support a single registration process for online payments across all participating merchants.
Source: Visa
But all of this brings forth an inevitable question: have there been any statistics within the report to suggest that users abandon checkout at the payment entry stage compared to other stagesof purchasing? Dr. Jaffar replies that while the report does not break down abandonment by specific stages, the data points towards one concrete conclusion: the payment stage is where many consumers encounter the most friction.
“Consider this scenario: you are ordering a last-minute birthday gift on your phone during a busy day; you find the right item, add it to your cart, and proceed to checkout, but just as you are ready to pay, you are prompted to manually enter your card details and asked whether you want to save them for future purchases,” Dr. Jaffar explains. “You pause — not because you changed your mind about the gift, but because you are not comfortable storing your card information on an unfamiliar website. This hesitation is common. Nearly 6 in 10 consumers across GCC said they are concerned about the risk of fraud or hacking when storing card details across multiple sites. That moment of doubt, especially when combined with time pressure or a poor mobile experience, is often where a purchase is lost.”
The solution, Dr. Jaffar reiterates, lies in creating trust at the checkout stage. “When customers feel confident their payment details are protected, they are more likely to complete the purchase and return again, Jaffar notes. “In today’s digital landscape, a seamless checkout is not just a convenience — it is a driver of business performance.”
One particular option that has emerged as a winning solution in this regard is that of biometric authentication- two-thirds (67%) of Visa’s respondents said they would use it to check out, with many trusting biometric authentication (fingerprint/face ID) more than traditional payment methods (passwords/OTP). As such, catering to the consumer base’s growing affinity towards this option is Visa’s Click to Pay– a service that streamlines online shopping by providing advanced checkout experiences, eliminating the need to manually enter card details, thereby making transactions significantly faster. At participating e-commerce platforms, consumers can simply click the Click to Pay button to complete their purchase quickly and easily using their preferred Visa card and shipping address.
For businesses, the demand for simpler and safer checkout options is clear. Most respondents (82%) would shop online more frequently and be more likely to complete their purchases with a one-click checkout option. Two-thirds of the surveyed consumers (66%) show a high likelihood of using Click to Pay with Biometrics if offered by online retailers.
“Challenges in the online checkout process have direct implications for businesses, resulting in lost revenue, and hampering both customer acquisition and retention,” said Salima Gutieva, Visa’s VP and Country Manager for UAE, added in a separate statement. “Today’s consumers expect – and deserve – a more seamless and secure e-commerce experience. That’s why Visa is working with partners to enable solutions like Click to Pay, which leverages biometrics and tokenization to eliminate key pain points and deliver a more convenient shopping experience. Improving these moments not only drives business results but also builds on the UAE government’s achievements in building a seamless, secure digital economy.”
Now, while Visa’s Click to Pay relies on biometric authentication available on the consumer’s device and does not require transfer of biometric data, there still exist general concerns surrounding the use of such sensitive- more specifically, howand where they are stored. “These concerns are valid and increasingly important as biometric authentication becomes more common in digital payments,” Jaffar says. “How this data is handled plays a crucial role in building and maintaining consumer trust. That’s why Click to Pay is designed with security in mind. It uses biometric authentication through Visa Payment Passkey, allowing consumers to approve payments just as they unlock their phone — with a fingerprint or face identification. Importantly, this biometric data stays on the user’s device and is not shared with merchants or payment networks. Keeping it local significantly reduces the risk of misuse or interception.Tokenization adds another layer of protection by replacing card details with a unique, encrypted token. This allows transactions to be processed securely without exposing actual card information. Merchants also play a key role in safeguarding data. Adopting standards such as the Payment Card Industry Data Security Standard (PCI DSS) helps ensure secure storage, encryption, and access control within their systems.
“Protecting sensitive information ultimately requires a layered approach — combining secure technology, compliance with established standards, and a strong culture of data responsibility across the payments ecosystem,” Jaffar concludes.
Related: New Lucidity Insights Report Highlights the Middle East as a New Global Fintech ContenderHuda Kattan Takes Back Full Ownership of Huda Beauty
Beauty brand Huda Beauty has reclaimed full ownership as an independent brand following the conclusion of its eight-year partnership with TSG Consumer Partners (TSG Consumer).
In 2017, TSG Consumer acquired a minority stake in the company. Now, in 2025, Huda Kattan, founder and Co-CEO of Huda Beauty, has officially bought back her equity, regaining full control of the brand.
With this move, Huda Beauty is a fully independent company, becoming one of the rare founder-fully-owned brands in the beauty space. This milestone marks a powerful new chapter for the brand, reinforcing its dedication to innovation, authenticity, and a deeply engaged community, while reaffirming its commitment to a founder-led vision.
Huda Beauty is more than just a makeup brand, it’s a movement rooted in self-expression, empowerment, and authenticity. Built on the belief that ‘Beauty is Self-Made,’ the brand continues to champion individuality with a focus on inspiring and supporting its global community.
“Taking back full ownership of Huda Beauty is a deeply very important moment for me,” said Huda Kattan. “It says that while many of us dreamers have visions that we are told are too big or not possible to do alone, in actuality, you have all the power you need to change the world yourself! This brand was built on passion, creativity, and a desire to challenge the beauty industry. As we step into this new chapter, I’m more committed than ever to pushing boundaries, staying true to our roots, and showing up for our incredible community every step of the way.”
Since its inception, Huda Beauty has revolutionized the beauty space, blending artistry with innovation to create a brand that resonates globally. With Huda Kattan now at the helm as the sole owner, and her husband, Christopher Goncalo, serving alongside her as Co-CEO, and her sister, Alya Kattan leading their Social Strategy, the company looks forward to an exciting future of bold product launches, deeper community engagement, and continued industry disruption.
Huda Kattan founded one of the first-ever influencer-led beauty brands and was the first to pave the way at Sephora, where influencer brands had yet to exist, ultimately growing Huda Beauty into one of the retailer’s top-performing brands globally.
In 2013, with a US$6,000 loan from her sister, Alya Kattan, Huda launched a range of viral false eyelashes exclusively at Sephora in The Dubai Mall (currently the #1 Sephora globally), while launching her namesake brand, Huda Beauty.
Driven by a commitment to quality, authenticity, and innovation, Huda Beauty has evolved from an influencer brand to a beauty movement. The brand has become known for inspiring transparency within the industry and encouraging the celebration of individuality and self-expression by empowering beauty lovers worldwide.
Over the years, Huda has been on a mission to challenge industry conventions and bring the brand’s ‘Beauty is Self-Made’ vision to life. Under her leadership, the company is focusing heavily on innovation and inclusivity and has stopped the use of filters and photoshop on their social media platforms. Their focus has been towards advocating for authenticity and transparency on social media, helping to set the standard for what’s real in beauty today.
Often referred to as the internet’s “big beauty sister,” Huda’s Instagram account is the most-followed beauty brand on the platform, boasting nearly 57 million followers. Her YouTube channel has accumulated more than 4.1 million subscribers, while her TikTok audience has grown to 10.7 million.
Regularly using her platforms to engage and involve her community, Huda continues to create one-of-a-kind beauty tutorials, viral tips and products, new beauty trends and spotlight other content creators, giving a voice to the broader beauty community. Under her leadership, Huda Beauty has become a global powerhouse, receiving numerous accolades and awards, including the Allure Best of Beauty Award, Glamour Beauty Award, and Cosmopolitan Beauty Award – recognizing the brand’s dedication to delivering the ultimate range of innovative products.
Today, with the rebrand and bold, yet approachable new logo, Huda’s entrepreneurial journey continues to support and inspire influencers and digital entrepreneurs. Huda has recently launched Huda Hotline, her first personal project since the launch of Huda Beauty. Huda Hotline is a raw and unfiltered podcast where Huda shares real conversations about beauty, success, and self-discovery, creating a safe space to challenge beauty standards and connect with her community on a deeper level.
Throughout her journey, Huda emphasizes the power of self-trust. With a dedication to her community and a clear vision for the future, Huda Beauty is poised to redefine the beauty landscape for years to come, driven by its mission to empower individuals with the philosophy that beauty is self-made.
Building Bridges: From Slovakia to the UAE
For over three decades, Dušan Elko has been at the helm of a family-run enterprise that bridges Eastern European caregiving talent with the growing needs of Western Europe’s aging population.
The family’s journey—from his sister’s initial role as a caregiver to becoming a renowned employer, headhunter, and clinic owner—exemplifies the multifaceted nature of entrepreneurship.
Remarkably, at the age of 77, Elko’s mother continues to manage the office, embodying the family’s enduring commitment.
Now, with aspirations for global expansion, particularly in the UAE, Elko’s story serves as a masterclass in reinvention, resilience, and foresight.
Q: What inspired your journey into entrepreneurship?
It all began in the early 1990s, just after the fall of the Iron Curtain in Eastern Europe. Western Europe faced a significant demand for caregivers.
Recognizing this opportunity, our family started employing skilled personnel from Slovakia, the Czech Republic, Serbia, and Ukraine to work in private households in Germany.
What started as a small operation initiated by my mother gradually evolved into Euprogres.com—now one of the most respected recruitment companies and employers in the caregiving sector in Slovakia with abundance of vacancies at all times.
Three decades is a long time in business. What’s been the secret of the longevity of your business?
Constant reinvention. The healthcare and caregiving landscape in Slovakia, and across Europe, has transformed significantly over the past decade. We’ve had to adapt creatively and quickly. For instance, when local demand for elderly care increased in Slovakia, we launched Opatrovanie24.com home caregiving services, which became an official implementation partner for EU-funded government programs led by the Ministry of Employment.
Why are you now looking to the UAE and surrounding region for talent?
Western Europe, particularly Germany, faces an acute aging crisis with a shrinking caregiving workforce. At the same time, Eastern Europe—our traditional labor source—is also experiencing similar demographic challenges. We realized we needed to look further. Filipino caregivers, for instance, are not only highly skilled and compassionate but also legally able to work in the EU through Slovakia, which can eventually lead to permanent residency and even citizenship. The UAE is a strategic bridge for this kind of talent migration.
With Europe changing so fast, have you launched any new ventures to stay ahead?
Absolutely. Identifying future trends—economic, social, and geopolitical—is key to staying competitive. One of our latest ventures is Profisetra.sk, which provides advanced home nursing services, including physiotherapy, IV treatments, bloodwork, and injections. We’ve also leveraged our industry experience to launch an innovative dental and wellness clinic, bringing a holistic approach to health and eldercare. It’s all part of our mission to evolve with the times.
What’s next on the horizon for your business?
Building meaningful partnerships beyond Europe—especially in regions like the UAE—is our next chapter. We’re not just recruiting talent anymore; we’re creating a global caregiving ecosystem. With aging populations everywhere and growing demand for compassionate, high-quality care, we believe that Slovakia can be a key node in a much larger international network. And we’re just getting started.
AYS Developers Breaks a Guinness World Record for the World’s Largest Real Estate Training Session in Dubai
AYS Developers, a Dubai-based luxury real estate developer, has successfully hosted the world’s largest real estate training session, setting a new Guinness World Record at the Grand Hyatt Conference & Exhibition Centre in Dubai.
Held in partnership with with Dr. Nour ElSerougy (known as the Eagle of Real Estate), Innovation Experts Real Estate Institute, and Al Safi Bank, the event welcomed over 2,500 attendees, each registered with individual QR codes and monitored on-site by official Guinness World Records adjudicators.
Taking place from 11:45 am to 12:45 pm, the session focused on mastering off-plan sales strategies – particularly in high-growth areas such as Dubai Islands, where AYS Developers is actively expanding its footprint.
Source: AYS Developers
The session was led by Dr. Nour ElSerougy, widely recognised as the Eagle of Real Estate, and hosted by broadcaster and entrepreneur Kris Fade, the event was a high-energy convergence of knowledge, community spirit, and investment insight.
Known for using top-tier European brands, smart home technology, and world-class amenities, AYS sets itself apart through a commitment to timeless quality—and a client-first approach that extends well beyond handover.
The event took place in collaboration with Al Safi Bank, first Islamic bank established within the Astana International Financial Centre (AIFC), offering Sharia-compliant financial services to international clients. The bank specialises in cross-border transactions, foreign exchange operations, ethical banking solutions, and innovative money services tailored for a global audience.
Yulia Loshchukhina, CEO of AYS Developers, said, “We don’t just build homes; we build legacies. Breaking a world record is symbolic of how we think: bold, forward-looking, and grounded in real impact. It’s a surreal feeling to have achieved something so monumental, we’re proud to champion education, innovation, and investment in Dubai through this landmark event.”