How Romouz Sadeq is trying to build trust in the beauty industry

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Entrepreneur Romouz Sadeq is seen in this undated photo. Sadeq established a beauty company after noticing there was not much trust in the local industry. (Photo: Handout from Romouz Sadeq)
AMMAN — Local entrepreneur Romouz Sadeq believes that there is a lot of misinformation in the beauty industry. From hair salons to stores, she noticed that customers are often driven to spending money on products they may not need. اضافة اعلان

“I joined the beauty industry to set things right for the Arab consumer,” said Mrayti founder Romouz Sadeq. “Unethical practices within this industry are very common, and people have no protection against them.”

This realization drove the entrepreneur to launch her own beauty services platform,

After years working at world-renowned companies in the computer science and marketing sectors, Sadeq packed her go-getter mentality, left the stable corporate world, and dove into the unfamiliar realm of entrepreneurship.

Her first entrepreneurial experience with, an online restaurant directory, gave her insight into the sector. Then in 2016, Sadeq knew it was time for her to pursue an idea she’s been considering for years: Mrayti (which means ‘my mirror’ in Arabic).

“Mrayti was like Uber but for beauty services. We offered home-beauty services to women,” she told Jordan News. After booking a beauty service, such as a hair or makeup appointment, professionals would arrive to complete the service at the customer’s home.

At first, Sadeq experienced resistance from the market. This concept was unfamiliar to the community and she was competing in a saturated industry. However, delivering on promises and establishing trust built up the businesses’ reputation over time, explained Sadeq, and this was reflected in their performance.

“In 2017 we opened the door for people to book services with us. In 2018 we got a sophisticated mobile app, and in 2019 we began operating in five cities: Amman, Irbid, salt, Zarqa and Cairo,” Sadeq said. “And then, COVID-19 hit.”

Bookings on the platform, which averaged around 600 to 1000 a month, plummeted to zero. “All our bookings were canceled, all the brides withdrew their appointments, we could not move around, and we had no work,” she said.

Instead of giving up or waiting for help, Sadeq knew that her team needed to save the company themselves.

Mrayti pivoted and launched an ecommerce site selling clean and organic beauty products.

Taking this idea further, Sadeq is now preparing to launch her own line of locally made products during Eid Al-Fitr. “It will be our own label and will follow the spirit of our brand,” she explained.

Selling ethical products is, according to Sadeq, like selling trust. She said that the Jordanian market is hungry for risk-free products as they are constantly on the lookout for things that are guaranteed.

Even the company logo features a girl smiling, with her eyes closed. “It’s about blind trust, knowing that you will get what you need and that you will be content,” she said. 

Building a company, its reputation, and expanding it to cope with a global crisis, is not an easy feat. It takes a lot of sacrifices and compromise, Sadeq explained, but when entrepreneurs have a clear goal, they will pave the way.

Her goal has always been to be the best at what she does.

“We want to be the top choice for consumers in the Middle East, for their favorite products and services,” Sadeq said. “COVID-19 killed part of our business, but it gave life to something bigger.”

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