“I am living the UAE dream”: Noha Nabil at SEF 2025

The Emirati dream: A supportive environment for innovation

“I am living the UAE dream. We have always heard about the American dream, but now it is time to talk about the Emirati dream. The UAE offers a great, supportive environment - a fertile ground in the Middle East for anyone with innovative ideas, well-planned strategies, and the zeal to work hard. I am proof of this,” said Nabil, who founded her eponymous brand in the UAE during the pandemic and has since seen it grow multifold.

Launching a brand in the UAE: A life-changing decision

In conversation with Atheer Ali Bin Shukr, an expert in media development, Nabil said that launching her brand in the UAE was the best decision she had made. She praised the strong support and nurturing environment the country provided, particularly during the pandemic, which she had not found anywhere else.

Building a business empire: Advice for working mothers

Reflecting on her experience of setting up a business in the UAE, she said, “Despite the global closures during the pandemic, I was able to complete all the necessary procedures to license my brand in Dubai from my home. The UAE offers an ideal environment to develop any project, thanks to the support of institutions and commercial centres. Today, the Emirati dream competes fiercely with the American dream. The authorities here support your aspirations wholeheartedly and help you succeed.”

Insights on entrepreneurship: From media passion to brand success

The session, ‘Beyond Influence: Building a Commercial Empire’, was not only a masterclass on how to establish a business empire but also an inspiring discussion, particularly for working mothers who look up to Nabil—a mother of four—as a role model. “Many mothers feel guilty about leaving their children for work. I say, make guilt your best friend, learn to prioritise, and ensure you spend quality time with your family and children. Always remember: a happy mother leads a happy life and builds a happy business.”

Creating a brand that reflects Arab identity

Nabil also shared insights into her professional journey, noting that her passion for content creation and media was the driving force behind her career, which began in childhood as a television presenter. Although she pursued engineering to fulfil her parents’ wishes, her passion for media eventually led her to collaborate with global brands, where she discovered the potential of combining her engineering background with her love for content creation.

She emphasised that a brand's success is not solely dependent on the quality of its products but on a deep understanding of consumer behaviour. “There are many global brands, but no one understands the local market like a local brand.”

Social media and the growth of Noha Nabil beauty

“I wanted to create a brand that reflects Arab identity and meets the aspirations of Arab women. This is what I have embodied in Noha Nabil Beauty - we are committed to highlighting the Arab spirit and culture in our products,” she said.

Regarding the impact of social media, she pointed out that her platforms have millions of followers, giving her the opportunity to build a relationship of trust with her audience. She explained that she relies on her followers’ feedback to develop her products, with three years of preparations before officially launching her brand.

Organised by the Sharjah Entrepreneurship Center (Sheraa), the Sharjah Entrepreneurship Festival is the largest event of its kind in the region. This year, its eighth edition was the biggest yet, hosting more than 300 speakers from 45 countries.