RIYADH: Hawazen\u00a0Saadah\u00a0is the\u00a0founder of Hellen\u2019s Beauty Bar, which provides what she describes as a \u201csalon-inspired finish\u201d to its weekly self-application lashes.\u00a0\u00a0<\/p>\n
As a lash artist herself,\u00a0Saadah\u00a0understands\u00a0how mapping, length and density could transform a woman\u2019s look.\u00a0\u00a0<\/p>\n
\u201cI\u2019ve always been interested in how small details can enhance someone\u2019s natural features,\u201d\u00a0Saadah\u00a0tells\u00a0Arab News. \u201cStarting as a lash artist taught me to understand different eye shapes, listen closely to clients, and focus on creating results that feel personal.\u201d\u00a0<\/p>\n After years of working with customers, she saw an opportunity to\u00a0use\u00a0her experience\u00a0to create a pro-level product\u00a0in\u00a0\u201ca much easier at-home format.\u201d\u00a0<\/p>\n \u201cI saw a gap between salon lash extensions and temporary at-home lashes,\u201d she\u00a0explains.\u00a0\u201cWomen want the polished look and longer wear of professional lashes, but with more flexibility and without always committing to regular salon appointments.\u00a0I wanted to use my professional beauty experience to create products that make women\u2019s routines simpler without compromising the result.\u201d\u00a0So\u00a0Hellen\u2019s Beauty Bar was born.\u00a0<\/p>\n The process involved extensive testing before\u00a0launch, including experimenting with\u00a0different styles,\u00a0lengths\u00a0and application methods.\u00a0And the transition required\u00a0Saadah\u00a0to learn an entirely different side of the beauty business.\u00a0<\/p>\n \u201cBuilding a brand takes patience,\u00a0consistency\u00a0and constant learning,\u201d she\u00a0says.\u00a0Manufacturing, packaging,\u00a0branding\u00a0and\u00a0logistics\u00a0became her responsibilities,\u00a0alongside\u00a0maintaining\u00a0the standards she had developed through her work as a lash artist.\u00a0<\/p>\n She self-funded the business from the beginning, choosing to grow gradually and reinvest in product development and the brand.\u00a0But one of the strongest indications that the concept\u00a0was likely to succeed\u00a0came before\u00a0she\u00a0had invested heavily in marketing, when the brand\u00a0began receiving orders from customers in the US,\u00a0the\u00a0UAE,\u00a0Paris\u00a0and London.\u00a0<\/p>\n \u201cSeeing customers discover the product on their own made me realize the concept could resonate beyond my existing client base,\u201d\u00a0says\u00a0Saadah.\u00a0\u201cWomen everywhere want beauty routines that are easier and more convenient while still giving them a polished result.\u201d\u00a0<\/p>\n However, while the\u00a0early international interest was encouraging, expanding across multiple markets\u00a0comes\u00a0with\u00a0significant\u00a0challenges,\u00a0including\u00a0logistics, delivery\u00a0times\u00a0and\u00a0consistency.\u00a0So rather\u00a0than rushing into international expansion,\u00a0Saadah\u00a0says she\u00a0wants to build the business at a pace that allows the brand to\u00a0maintain\u00a0its standards.\u00a0<\/p>\n Her brand\u2019s\u00a0journey has coincided with significant changes in Saudi Arabia\u2019s beauty industry.\u00a0Since entering the sector,\u00a0Saadah\u00a0has seen\u00a0several local\u00a0brands\u00a0emerge.\u00a0\u201cThere is much more encouragement around entrepreneurship in Saudi Arabia today and greater visibility for local businesses and founders,\u201d she notes.\u00a0<\/p>\n Local consumers, too, are\u00a0increasingly knowledgeable and selective about quality, branding and customer experience,\u00a0Saadah\u00a0believes.\u00a0<\/p>\n \u201cSaudi women have very high beauty standards and are exposed to both regional preferences\u00a0and international trends,\u201d\u00a0she says. \u201cThat\u00a0combination gives Saudi beauty brands an interesting perspective and the potential to create products that can appeal beyond the local market.\u201d\u00a0<\/p>\n But,\u00a0she adds:\u00a0\u201cBeing Saudi may encourage someone to discover the brand, but the product, experience and identity are what make them stay.\u201d\u00a0<\/p>\n The rise in popularity\u00a0of at-home beauty\u00a0products\u00a0is part of a broader shift in how consumers approach their routines,\u00a0Saadah\u00a0says, one instigated mostly by social media.\u00a0\u00a0<\/p>\n \u201cCustomers don\u2019t only want beautiful campaigns anymore; they want to see tutorials, real results, reviews and how a product actually fits into everyday life,\u201d she\u00a0explains.\u00a0<\/p>\n That has influenced\u00a0Saadah\u2019s\u00a0approach to building\u00a0her\u00a0brand.\u00a0She\u00a0wants\u00a0to ensure it\u00a0maintains\u00a0the principle that shaped it from the start: creating products based on real needs and professional experience.\u00a0<\/p>\n She is open to\u00a0introducing\u00a0new\u00a0product categories in the future, but stresses:\u00a0\u201cI\u00a0don\u2019t\u00a0want to create products simply for the sake of expanding. Anything I introduce should solve a real need and make sense for the identity of Hellen\u2019s Beauty Bar.\u201d\u00a0<\/p>\n Asked what her advice would be for\u00a0aspiring\u00a0entrepreneurs, her\u00a0advice is grounded in experience.\u00a0<\/p>\n \u201cDon\u2019t\u00a0rush the things that define your brand,\u201d she says. \u201cBut don\u2019t\u00a0wait until everything feels perfect, because you learn so much by starting.\u201d\u00a0<\/p>\n<\/div>\n![\"Her](\"https:\/\/assets.maestronewsroom.com\/media\/30f6532d-717b-4366-9158-9c455299fcd9\/1789023760185-6eeffbf0b5d41e82.jpg\")