Haneen Alsaify’s foray into beauty entrepreneurship was sparked by her ability to devise a creative solution to the problem of her own lashes. Frequently flighty to apply and with tacky cement tearing out normal lashes upon evacuation, bogus lashes saw Doha-based Alsaify search out a superior method for utilizing them without turning to salon expansions. ” The Qatari native explains, “I’ve always loved the look of false lashes, like many Arab women do, but I don’t like the glue that is used to attach them to the sensitive eyelid.” She conducted additional research before settling on magnetic lashes, a style that has gained popularity due to its ease of use, painless removal, and striking appearance.
Alsaify claims that she wanted an alternative with a lower application learning curve, despite the fact that the most well-known way to use it involves attracting and attaching each strip with magnetically charged eyeliner. Her product is functionally straightforward because it comes packaged in two parts for each eye and has a magnet embedded in the base of each lash strip. The silk lashes are held close to the lid by magnets that are placed to cocoon the natural lash. The application process takes just five seconds. The end result is naturally voluminous, fluttery lashes that stay put all day without slipping or leaving behind sticky glue.
The wear time of each lash duo is comparable to that of a standard glue set. “I wanted my lashes to look longer and more lifted because I wasn’t a professional makeup artist and I didn’t want them to feel heavy like glued-on lashes do.” By Haneen Alsaify lashes became a word-of-mouth success, or as Alsaify refers to it, “The hype in Qatar,” among Doha’s It Girl set. Her gamble into a technique that was relatively unknown paid off.
Alsaify’s natural propensity to solve problems centered next on a different personal beauty puzzle. The entrepreneur wanted to bring the brands she adored back to her home country because she was unable to locate the Korean products she had used while studying chemical engineering in the United States upon her return to Doha. “My skin really improved when I used the K-beauty routine when I was in the United States. I really missed my favorite products when I moved back home, and it appeared clean and new.”Al Saify added “Since K-beauty wasn’t well-known in Qatar at the time, I decided I needed to introduce it to other women here.”
She hunted down tried-and-true K-beauty finds, investing only in orders of the brands and products she believed would best resonate with Qatari women, taking a risk by introducing the Asian niche to an Arab market. With an appealing combination of modern formulas and natural ingredients, her new business proved to be an excellent fit for her local customers. Women in Qatar take great care of their skin, especially because of the challenging climate. The high humidity, extremely hot temperatures, and intense sunlight all have an effect on the skin, so we need to work hard with our skincare routines.
Beginning as a little skincare wholesaler, Alsaify has since extended her undertaking to Be Comfortable (becosystore.com). During the pandemic, the digital boutique became a must-visit destination for Qatari shoppers, specializing in curated beauty finds and stylish but comfortable loungewear. In addition to Be Cosy’s own line of gua sha and other beauty tools, it carries cult Asian brands like Dr. Jart, CosRX, Laneige, Banila, and Dear, Klairs. Alsaify says that the site’s personalized skincare consultations are essential for introducing newcomers to K-beauty to the genre.
Alsaify says that this service helps customers find the products that are right for them. She explains, “I wanted people to be able to get personalized skincare advice while they were at home so that they wouldn’t just buy a product because they read good reviews but also because it will actually help their skin.” A hydrating eye serum with a K-beauty-inspired anti-aging formula is the next product for her in-house brand. Alsaify asserts that the upcoming launch is only the beginning of new concepts that will emerge from her expanding beauty empire.
