{"id":586769,"date":"2023-05-16T00:00:00","date_gmt":"2023-05-16T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2023\/05\/16\/meet-our-founder-of-the-week-hadeel-fayek-founder-and-ceo-of-joviality\/"},"modified":"2023-05-16T00:00:00","modified_gmt":"2023-05-16T00:00:00","slug":"meet-our-founder-of-the-week-hadeel-fayek-founder-and-ceo-of-joviality","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2023\/05\/16\/meet-our-founder-of-the-week-hadeel-fayek-founder-and-ceo-of-joviality\/","title":{"rendered":"Meet our founder of the week: Hadeel Fayek, founder and CEO of Joviality"},"content":{"rendered":"<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"\"> <\/span><span style=\"font-weight:700\">OUR FOUNDER OF THE WEEK\u2013 <\/span><span style=\"\">Every Tuesday, Founder of the Week looks at how a<\/span><span> successful member of Egypt\u2019s startup community got their big break, asks about their experiences running a business, and gets their advice for budding entrepreneurs. Speaking to us this week is Hadeel Fayek (<\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/www.linkedin.com\/in\/hadeel-fayek-852a6878\/?originalSubdomain=eg\" style=\"\">LinkedIn<\/a><\/span><span>), founder and CEO of <\/span><span style=\"text-decoration-skip-ink:none;-webkit-text-decoration-skip:none;\"><a href=\"https:\/\/joviality-eg.com\/\" style=\"\">Joviality<\/a><\/span><span style=\"font-weight:400;\">.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">My name is Hadeel Fayek, and I\u2019m the founder and CEO of Joviality<\/span><span style=\"\">, which produces<\/span><span style=\"font-weight:400;\"> natural beauty products for skin and hair. These products do not include additives, unnecessary ingredients or harmful toxins. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">I\u2019m actually a pharmacist by education.<\/span><span style=\"\"> I graduated from the German University in Cairo in 2009 and<\/span><span style=\"font-weight:400;\"> worked there as an assistant lecturer for a few years, earning my Master\u2019s Degree in Pharmaceutics, which is the formulation of cosmetics and drugs. During that time, taking a more natural direction when it comes to beauty products became a global trend. Additionally, I\u2019m very sensitive to a lot of products in the markets, which makes me a very light user of such products. That\u2019s why I started using my experience in formulations to create natural cosmetics for myself and my kids. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">I became obsessed with the idea and realized that most options that are available to us<\/span><span style=\"font-weight:700\"> here in Egypt in that domain are very basic. <\/span><span style=\"font-weight:400;\">An important reason why consumers moved away from using natural beauty products is because they were complicated to use. You have to mix certain things together at certain quantities. But we weren\u2019t offered a complete, easy-to-use solution. So I used the science behind it to come up with a user-friendly, modern, natural product and founded Joviality with my sister Rana and co-founder Ahmed Shafiek in 2016.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">Today, we have eight stores across Cairo and Alexandria.<\/span><span style=\"\"> We started out digitally, of course,<\/span><span style=\"font-weight:400;\"> but were able throughout the years to increase our physical presence in the form of our own stores, as well as selling our products in other stores. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">To start my own business, I had to give up my academic career. <\/span><span style=\"\">It was a huge dream of<\/span><span style=\"font-weight:400;\"> mine to start Joviality so I wanted to dedicate 100% of my time to it. And while I stopped teaching, I did delve deeper into the science behind the subject matter, which is what I loved about academia. I wouldn\u2019t say I gave up my time, because I\u2019m actually spending my time doing something I love. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">When we started, there were barely any competitors in the market, unlike today. <\/span><span style=\"\">Natural<\/span><span style=\"font-weight:400;\"> cosmetics had just started to emerge in 2016, but today, a lot of companies are labeling their products as natural. This has given us a first-mover advantage, but has also made things more challenging to maintain the position of a key player in the market.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">The most important KPI I look at daily are revenues and the top sold products. <\/span><span style=\"\">I also<\/span><span style=\"font-weight:400;\"> check on how our different stores are performing and whether the team and work environment is positive. On a monthly basis, I look at how our different products have performed throughout the month, as well as bottom line. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">The first person I turn to for advice on the business is my father, Hamdy Fayek. <\/span><span style=\"\">He used<\/span><span style=\"font-weight:400;\"> to be the general manager of Wyeth Nutrition and Pfizer Nutrition in Egypt, the GCC and Levant. That\u2019s why he was my go-to person from the first day and he also helped me establish my business. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">You need a lot of support from the people around you when you start your own business.<\/span><span style=\"font-weight:400;\"> If it isn\u2019t there, it can become very hard. I got married right when I graduated and have two children. So I would not have been able to make it without my family\u2019s support and I was very lucky to receive it. Although they were shocked when I told them I\u2019d leave academia to start my own business with two kids, they were extremely supportive. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">Joviality is completely bootstrapped. <\/span><span style=\"\">Investors have reached out to us for potential<\/span><span style=\"font-weight:400;\"> investment, but every time I start going down that road, I backtrack because I don\u2019t feel the need for it. I have the financial support I need from our revenues to complete the plan I have laid out. I\u2019d rather have someone come in with experience, than with financing. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">In my down time I draw, write, and play with my children.<\/span><span style=\"\"> I start a lot of things in my<\/span><span style=\"font-weight:400;\"> personal time but don\u2019t finish them, like playing piano, for example.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">In terms of other startups that are killing it, I really like the way Palma is growing. <\/span><span style=\"\">Their<\/span><span> products are great, they care about details, and their customer service is excellent. But there are a lot of local brands and startups that are doing a great job. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Joviality produces natural skin and hair beauty products<\/p>\n","protected":false},"author":1,"featured_media":586770,"comment_status":"closed","ping_status":"open","sticky":false,"template":"single-feature.php","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[7357],"tags":[633,8297,1530,451,123],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-586769","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-founder-of-the-week","tag-enterprisepm","tag-fashion","tag-founder-of-the-week","tag-recycling","tag-startups","wpautop","entry"],"acf":{"mongo_id":"060f1c4b-fef3-45c7-b20e-a3f72289e8c8","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2023\/5\/893.png","photo_position":"below","homepage_title":"","full_issue_title":"Meet our founder of the week: Hadeel Fayek, founder and CEO of Joviality","related_issue":[586754],"teaser":"Joviality produces natural skin and hair beauty products","voice_url":"https:\/\/s3.us-east-1.amazonaws.com\/ent.news\/audio\/2023\/5\/.057ed928-14d8-4ca1-aba0-bacc9c7691d6.mp3"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - 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