Ali Hankeer

Over the past few years, we’ve expanded our presence to 9 countries, including the UAE, Lebanon, Saudi Arabia, Qatar, and the US, and opened over 45 retail stores, with a clear vision to reach 150 in the coming years. We’ve also launched a diverse portfolio of 7 brands, with House of Soap as our flagship, offering natural, heritage-inspired cosmetics rooted in Lebanese tradition. To support this growth, I oversaw the establishment of our own ISO-GMP certified manufacturing facility in Lebanon, allowing us to develop and produce over 3,000 SKUs across skincare, haircare, perfumes, and more, all while maintaining strict quality and sustainability standards. We've implemented cruelty-free practices and eco-friendly packaging, aligning our operations with global expectations for responsible beauty. I’ve led SAFI through: • 300%+ growth in retail footprint • A customer base that has grown to over 7 million worldwide • The development of strategic partnerships with groups like Majid Al Futtaim, Tamdeen, and Simon Property Group • Strong brand positioning built on authenticity, innovation, and local storytelling Internally, I manage a team of over 100 people across multiple countries. My focus is on building a culture of innovation, accountability, and customer focus, while investing in leadership development and long-term organizational growth. This role combines my background in marketing, business development, and entrepreneurship, and has allowed me to lead a company that’s not only growing but doing so with purpose.