“What’s unique about us is that we give customers the opportunity to customize their cosmetics and watch their products be made right in front of them. We have no competitors in Egypt,” Mourad Naseef the founder of Caroline Beauty told us about his Egyptian cosmetics brand.
Before the year 2017, the Egyptian market lacked customized cosmetic products that are 100% natural. This was right before multiple companies in America and Canada applied the idea of customization to their makeup brand, ultimately inspiring Naseef. The idea behind Caroline Beauty came to life in November 2017, to be the first company (and the only one so far) of its kind in Egypt.
Via Caroline lip lab beauty
From choosing the shade, to the scent and flavor, all the way up to packaging, the customization of the makeup is the funnest part about buying from Caroline; as the products are made and mixed right in front of you! The oils and main colors are made in house, and when you ask for a different color everything gets mixed together before your very eyes. “Besides the customization of the product and the fact that it’s 100% natural, one more thing that makes us unique is that the customer can choose a packaging of their preference.” Naseef stated. “We have multiple options for lipstick packaging. This includes: jars and brushes, lipstick tubes and lip gloss tubes.”
Caroline Beauty Lab didn’t just stop there! They added in some fun by collaborating with other brands and influencers such as Asmaa Sheriff Mounir; who has her own line of lipsticks featuring pop colors and different shades. They’re also collaborating with Runway Beauty this summer for an exclusive shade range, that’s glamorous and cool.
Via Caroline lip lab beauty
This year, Caroline Beauty was one of the startups that applied to AUC’s Venture Lab, which is the leading university-based startup accelerator/incubator in Africa and the MENA region. It aims to provide innovations that contribute to Egypt’s competitiveness and economic growth. The acceleration program entails connecting people to a huge network that includes alumni, mentors and investors. Naseef took this as the perfect opportunity to learn more about the market and to form connections that would benefit Caroline Beauty Lab. “I think the best part was the different people and teams all brain storming together, for different ideas,” Naseef explained about his journey with AUC Venture Lab.
Caroline Beauty isn’t just stopping at lipsticks and lip balms! They’re adding to their cosmetics collection by including a large shade range of foundations and eyeliners, that are all 100% natural. They also just released a new body shimmer for summery, glowy skin that contains SPF, so it works as sunscreen too.
Via Caroline lip lab beauty
This is a brand we definitely plan to keep an interested eye on.
