Zaphira Nature: How One Founder Is Building a Brand Rooted in Purpose
The retail industry in the GCC is in a phase of growth and experimentation. At SME10X, we often focus on fast-growing sectors like fintech and sustainability, but this year, it’s impossible to ignore the momentum building in the beauty space. According to UnivDatos, the Middle East beauty and personal care market was valued at $11.6 billion in 2022 and is projected to grow at a CAGR of 7.2% from 2023 to 2030.
As consumer demand for clean and conscious solutions grows, more beauty brands in the MENA region are pivoting toward sustainability, rightfully so, to stay relevant in an increasingly competitive market. One such brand is Zaphira Nature, a new player aiming to carve out its niche in the Middle East’s curly haircare retail space.
We talk with Hanane Bouchouicha-Sykora, founder of Zaphira Nature, to understand her journey, her vision for the brand, and what she sees as the future of her business in this industry. But above all, it’s her sense of purpose - delivering meaningful solutions to women with textured hair - that we think will truly set this brand apart.
A Market in Transition
MENA’s beauty industry is in a transformative space, and this evolution has been fascinating to watch. With such a large and diverse consumer base, there’s no doubt about its potential. But behind the glossy packaging and established luxury brands, consumer expectations have been steadily shifting. Today, buyers aren’t just looking for products that work - they want products that align with their values.
In the UAE, 41% of consumers now seek out sustainable options, and this growing demand for ethical, clean beauty is influencing how brands approach their offerings. This transition created the perfect backdrop for Zaphira Nature, a UAE-based startup stepping into the market with a fresh perspective. For founder Hanane Bouchouicha, the journey to building the brand was personal, reflective, and purpose-driven.
Growing up with textured hair, Hanane often felt the haircare options available weren’t designed for women like her. The region’s climate only added to the challenge, amplifying issues like dryness and frizz. “I spent years trying to conform to a standard of beauty that didn’t celebrate curls, often resorting to damaging methods to fit in,” she shares.
Thoughtful Beginnings, Purposeful Choices
How do you build a beauty brand that is conscious of its environmental impact? How do you center people’s needs while respecting their values? For Hanane, these concerns were central to the process of building her products.
Every decision in developing the brand reflected this ethos. The products use vegan formulations backed with credibility from industry experts, the packaging is eco-conscious, and sourcing decisions of ingredients prioritize ethical practices.
From the very beginning, Hanane knew that Zaphira Nature needed to be more than a product line - it had to represent something larger. Before launch, she reached out to women with textured hair, conducting surveys and asking questions about their challenges and preferences. This input became foundational, shaping the formulations and the brand’s broader approach.
Even as the brand grows, this connection with its audience remains central. “Our community is at the heart of Zaphira Nature” Hanane explains. “We actively seek out customer insights and encourage them to share their experiences with us, whether it’s about how a product has impacted their curls or any challenges they’re facing. This has allowed us to create a feedback loop that informs our product development and enables us to continually improve.”
This relationship isn’t just transactional. Zaphira Nature positions itself as a resource for education, offering practical guidance on haircare routines and promoting self-confidence. By addressing both functional and emotional needs, the brand has built a sense of trust that goes beyond the usual dynamics of the beauty industry.
Lessons in Purpose and Progress
Zaphira Nature’s journey is still unfolding, but for Hanane, the principles that have guided her so far offer valuable insights for anyone looking to build something meaningful.
“When I started Zaphira Nature, it wasn’t simply to create a product but to fill a genuine gap that I personally experienced,” she shares. Staying connected to that vision has been critical, especially when progress felt slow.
Her advice for other aspiring entrepreneurs stepping into specialized industries reflects the values that guide her journey:
Stay true to your purpose. “Persistence, resilience, and patience are key words to remember along the journey,” she explains.
Listen to your audience. Hanane highlights the importance of research and feedback, saying, “Your customers are your best resource for improvement.”
Prioritize authenticity and quality. Building trust takes time, but consistency and dedication to values make it possible.
Embrace sustainability wherever possible. “Today’s consumers are conscientious and resonate with brands that align with their values,” she emphasizes.
These lessons have shaped the ethos of Zaphira Nature and continue to guide Hanane as she navigates the early stages of building her brand in the MENA region, proving that purpose-driven businesses can shape the narrative in even the most competitive spaces.
