How Sali Zein Created One of the Region's Top Beauty Brands

In this conversation, I’m joined by Sali Zein, founder of Siella Beauty, one of the fastest-growing beauty brands in the region.​

Sali shares how her love for beauty started long before Siella existed, and how that passion became the foundation for a brand that now sits on the shelves of major retailers like Faces. We talk about what it really takes to build in a competitive industry where trends move fast and trust is everything.​

One of the most powerful moments in her journey was COVID. While many businesses slowed down, Siella accelerated. We unpack why that period became a turning point and how her marketing approach made this happen.​

We also discuss the milestones that shaped the company:​

• Getting into Faces and what that validation meant for the brand​
• The role of family and external support while building​
• How she navigated growth without losing brand identity​
• The operational decisions that helped Siella scale sustainably​
• What it takes to build a beauty brand that competes regionally​

Beyond products and retail expansion, this conversation is about building something that lasts. Sali breaks down how consistency, positioning, and sharing a powerful message through your brand can turn a small idea into a category player.​

Whether you’re building a product brand, scaling in retail, or navigating growth during uncertain times, this episode offers practical lessons and real insight from someone who has done it.​

If you’re serious about building a brand that stands out in a crowded market, this conversation is worth your time.​

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