Over the past six years, Hadeel Fayek has rapidly emerged as a key figure in the Egyptian beauty industry. Fayek is the Founder and CEO of Joviality, a Cairo-based beauty brand specializing in organic skincare products. She holds a Bachelor of Science in Pharmacy and Biotechnology from The German University in Cairo, where she studied from 2004 to 2009. After graduating, she began her career as an assistant lecturer at the same institution and earned her Master’s Degree in Pharmaceutics.
In a recent interview with a local news platform, Fayek shared that her journey into beauty entrepreneurship began with a personal challenge. Having sensitive skin that reacted poorly to many commercial beauty products, she found that most options contained harsh chemical ingredients that did not suit her. This experience inspired her to leverage her expertise in pharmaceutics to formulate natural skincare and haircare products, driven by her passion for creating effective, gentle solutions for herself and others.
The birthing of a unique skincare brand
In 2016, Hadeel started her hair and skincare brand, Joviality, with her sister Rana and co-founder Ahmed Shafiek. Joviality is a 100% natural hair and beauty product brand based in Egypt. All its products are designed to be gentle on the hair and skin yet effective. They contain zero toxins and are silicone, sulfate, paraben, alcohol, and aluminium free.
As a skin and hair care brand, Joviality prides itself on the natural ingredients used in production. Since its inception, it has nourished and rejuvenated customers’ skin and hair.
Utilising natural resources
Fayek values the essence of nature and carefully selects the best ingredients for the production process. Some of Joviality’s unique formulas include organic oils, such as argan and jojoba, known for their deep moisturising and anti-ageing properties. Herbal extracts, like chamomile and aloe vera, are also used for their soothing and healing effects. These natural ingredients strengthen the hair, hydrate the skin, and give it a healthy glow.
Using these natural ingredients for their products helps Joviality to contribute to preserving the environment. Thus, they continue to promote healthier beauty routines for African women.
Employing a unique expansion strategy
Hadeel Fayek, through hard work, has grown Joviality into a household name over the past six years. They started digitally, but they have thirteen (13) stores across Cairo and Alexandria today. She is now renowned for her creative approach to skincare and haircare – using pure, organic ingredients. Under Fayek’s leadership, the brand has spread across diverse locations. The company has hit impressive revenue goals – reaching millions in annual sales. This metric is tied to the strong demand for natural beauty products and the brand’s ability to consistently over-deliver on its promises.
Fayek actively markets her brand and reaches a larger audience through social media and influencer partnerships. By creating beautiful customer experiences, she has attracted a loyal customer base using content that highlights the benefits of Joviality’s natural ingredients.
Fayek on the Top 20 on the Africa Business Heroes list 2024
Fayek’s approach to natural beauty has set Joviality apart. She has redefined skincare and haircare standards by focusing on organic, chemical-free alternatives. Aside from using natural ingredients, her brand also uses eco-friendly packaging. Just recently, she clinched her spot on the 2024 Africa Business Heroes (ABH) Top 20 List, highlighting her as one of the continent’s most influential and innovative entrepreneurs.
Since its inception in 2019, the Africa Business Heroes (ABH) initiative has identified and supported impactful entrepreneurs across Africa who drive profitability, solve critical problems, and create jobs. The program provides $1.5 million in grant funding to businesses demonstrating innovation and a positive social impact.
As a socially responsible entrepreneur, Fayek has positioned her company at the forefront of this movement. Her enterprise not only creates job opportunities in Egypt but also supports local suppliers, fosters economic growth, and empowers the youth. Fayek has set a benchmark in ethical, eco-friendly, and innovative business practices, establishing herself as a leading figure and role model in the African beauty industry.
