DE MOI Founder Story

In nearly three decades of working in the global beauty and wellness industry, From retail floors to boardrooms, from managing 2,000+ employees to building my own brands.

I’ve seen everything.

I started in customer service for the largest retail chain in the Middle East, eventually rising to department head with thousands under my leadership. From there, I became General Manager of a distribution company, then a consultant and concept creator for international beauty brands.

I earned my MBA, trained at beauty school, and later built my own Swiss grooming lounges, where I worked one-on-one with clients who shared stories that echoed what I’d seen behind the scenes:

A beauty industry driven more by illusion than impact.

More by performance marketing than product performance.

More by buzzwords than actual care.

I loved the power of beauty.

But I was done watching it be used as a tool to exploit.

So I created DE MOI, not just as a brand, but as a rebellion.

A rebellion against the excess, the greenwashing, the emotional manipulation, and the endless product cycles that serve profit, not people.

I saw how beauty, a force meant to uplift, was being twisted into something manipulative and misleading. I was trained on the business floor. I heard the justifications, the strategies, the exploitation and I couldn’t unsee it.

Brands were creating complex 10-step routines when 2 steps could do the job. Products were made to be just effective enough to keep people coming back, but not enough to empower real change. Packaging and influencer campaigns got the budget. The actual formula got the leftovers.

They used flawless faces to sell hope, hope that if you bought this product, you could become “her.” And people believed it.

I didn’t.

Because I saw what it did to women. To girls. To their confidence. To their wallets. To their sense of worth.

That’s why I created DE MOI.

 

We build Smart Beauty Solutions: multifunctional, high-performance products that respect your time, your skin, and your money. Every DE MOI product must pass my personal standard: Would I use this? Would I recommend it to someone I love? Would I trust it with my name?

I don’t slap my name on things.

If I don’t believe in it, if I don’t understand it, I don’t launch it.

That’s why our growth was slow, organic, and authentic.

No fake hype. No influencers-for-hire. Just results, and word of mouth.

Even now, I personally test everything. We wait for clinical studies. I give samples to people I trust for honest feedback. I still answer customers myself. That’s the only way I know how to build something real.

We’ve turned down predatory partnerships, including Harrods, because they required us to compromise efficacy for margin. I said no. Because if prestige comes at the cost of product integrity, it’s not prestige. It’s packaging.

And DE MOI is not a lie in a pretty box. It’s a brand with soul.

We’re not selling a movement. We’re selling a product that works, with a movement built into its DNA.

 

Because DE MOI stands on four frontiers:

 

1. Smart Beauty Solutions – efficient, multifunctional products that deliver fast, visible results

2. Conscious Consumption – educating buyers to choose meaningfully, not performatively

3. Social Regeneration – giving back to underserved communities through true reinvestment

4. Emotional Empowerment – honoring beauty as a path to self-worth, boundaries, and healing

 

Beauty is not about looking like someone else. It’s how you treat yourself. It’s your energy, your grace, your standards. Beauty should work for you, not work you into doubt.

Legacy isn’t what you leave behind. It’s what you live right now.

It’s knowing your actions create ripples. That you are not small. That you matter.

So I say this to everyone building something, or becoming someone:

Don’t try to be Oprah. Or me. Or anyone else. Be fully, consciously, you.

Because the world doesn’t need another trend. It needs your truth.

 

And that’s what DE MOI was built for.

 

Not just to look good. But to do good.

Not just to sell. But to stand.

To prove that integrity is not an obstacle to success.

It is the only kind of success worth building.