“My brand was born from a personal place. After the Beirut explosion left me with scars, makeup became more than just a tool for beauty — it was a form of healing and empowerment,” says Nadine Njeim of her eponymous label, Nadine Njeim Beauty.

What began as a personal ritual to feel whole again became something much bigger — to help consumers reconnect with themselves through beauty.

“During that incredibly difficult time, my beauty routine became much more than just a daily habit — it transformed into a sacred ritual of healing and reclaiming my sense of self,” Njeim recalls. This led her to develop a brand that combines skincare and makeup.

BREAKING THROUGH A CROWDED MARKET

Launching a beauty brand in today’s saturated market, breaking through the noise, involves risks and challenges, but Nadine knew how to stand out.

“I wanted products that enhance appearance but nourish and protect the skin,” she says. “Many brands separate skincare and makeup, but I believe beauty should be holistic.”

The journey was not without challenges, especially recovering from trauma, which tested her resilience while trying to build a business. “There were moments of doubt and physical limitations, but the desire to transform pain into purpose kept me going,” Njeim says.

Launching in a country recovering from a crisis meant navigating economic instability. “The support of my community was a powerful motivator; the brand has been established in the UAE, which offers great opportunities for entrepreneurs,” she says.

Since its launch, Nadine Njeim Beauty has seen growth. “The response has been incredibly encouraging. Our sales have steadily grown, reflecting the community’s support and the demand for products that prioritize both beauty and skin health,” she says. 

“More than numbers, the feedback from customers who feel empowered by our products has been truly rewarding.”

BALANCING ROLES

Courtesy: Nadine Njeim Beauty

Njeim wears several hats as an actress, model, and entrepreneur,  and balancing all that, she says, requires discipline and passion. “I prioritize my time carefully and surround myself with a dedicated team that shares my vision.” 

“Each role feeds into the other — my experiences as an actress help me understand storytelling and connection, which are vital for building a brand that resonates emotionally.”

“As an actress, I tell stories and bring characters to life. As an entrepreneur, I create something deeply personal, rooted in my own story and vision.”

Njeim’s concept of beauty is intimately tied to healing and self-love.

“Applying makeup and caring for my skin was a way to reconnect with my body and spirit — to face the world with renewed courage and grace despite the pain,” she says. “Self-love is a balance between accepting who you are and having the courage to grow.”

She hopes that her brand helps others see beauty as an act of self-respect — not vanity.

PRODUCT PHILOSOPHY

Courtesy: Nadine Njeim Beauty

Her products are hybrids — makeup infused with skincare — inspired by her own skin’s needs post-injury. “We work closely with experts to formulate products that are gentle yet effective, combining nourishing ingredients with high-performance makeup technology,” she says. 

She says the Lebanese community has embraced her brand with warmth and pride. “Many see it as a symbol of resilience and hope.”

In addition, the brand seeks to support local initiatives and empower women through its platform.

While social media has helped Njeim connect with her audience, she says, “Social media can be a double-edged sword; it offers inspiration and connection, but it can also negatively affect my mood if I compare myself to unrealistic standards.” 

As for the future, Njeim has her sights set high. She aims to expand beyond the region and be the leading clean beauty brand loved by all women.

“In five years, I envision Nadine Njeim Beauty as a leading brand that redefines beauty standards in the Middle East and globally,” she says.