Farah is a respected thought leader and advocate for effective Omni channel expansion of Beauty and personal care categories in the region and a proponent of the use of AI. A seasoned leader in e-commerce and the beauty industry, renowned for her impact in launching high-profile brands and initiatives. As former E- commerce Director at Coty and Head of Beauty at Namshi (2020- 2023), she led record-breaking campaigns, including the exclusive launch of Kylie Cosmetics and Namshi’s first brand-dedicated pop-up at Dubai Mall. She also spearheaded the online presence of several beauty brands like Charlotte Tilbury and Kiko while at Namshi, significantly boosting regional sales. Known for her strategic vision, Farah has driven growth through tailored approaches and strategic partnerships. Her background spans finance and entrepreneurship, and her connection to Dubai’s dynamic market has shaped her approach to meeting the city’s unique consumer needs.