Beautyworld Middle East opened its doors today to more than 2000 exhibitors and 70,000 visitors eager to explore the beauty and wellness trends in 2024. Amid the packed halls and booths of beauty and skincare, it’s difficult to miss the lovely Hanane Bouchouicha, with her voluminous curls and pleasing smile.
Her booth and her brand, Zaphira Nature, have a range of products designed specifically for the curly-haired women living in the hot and humid climate of the Middle East. The Algerian beauty came to Dubai and realised there was a huge gap in the market for products catering specifically to curly-haired women. So she founded Zaphira Nature, a brand which serves as a one-stop destination for haircare routines for women with curly, dense and wavy hair.
“I realised that the women in the UAE have the spending power to invest in themselves,” she tells me. “These women know how to take care of themselves and don’t mind paying for quality products,” says Bouchouicha.
Zaphira Nature was the destination at the end of a personal journey for Bouchouicha. The name of the brand is a tribute to the last princess of Algeria, Zaphira, who was known for her beauty, she says.
“The brand is dedicated to offering high-quality, natural and vegan products designed specifically for curly hair,” says Bouchouicha.
As of now, you can buy Zaphira Nature’s range of products from its website exclusively. The brand has launched its debut product line, Souffle Méditerranéen, with eight distinct products infused with Ylang Ylang essential oil, the star ingredient, which the CEO says is critical for the ideal curly-girl hair routine.
Another standout product is the hair mist, she adds.
The brand hopes to sell its products on e-commerce platforms like Noon and Amazon and aims to take its line of products to Saudi Arabia in the next five years.
The price range for the new product line is between AED55 and AED170. All products are formulated and produced in the UAE and provide “personalised care for your curls,” guarantees Bouchouicha. The brand is committed to sustainability and all packaging is clean and sustainable, says Bouchouicha.
