13 years of EIDEAL

• What were your initial aims for EIDEAL?

When working as a hair stylist, I saw first-hand a gap in the market for high-quality hair tools that mixed excellence with practicality to deliver professional salon-worthy results. I became determined to create a range of products that would redefine the industry standard, and which would achieve a cult-like status for their unrivalled brilliance.   

By harnessing the ultimate advances in hair care, EIDEAL had the initial aim to revolutionize the concept of hairstyling, whether you are a salon professional or a hair loving consumer. 

• How have those aims been realised/or have they changed and if so, how?

Following the success of the launch of EIDEAL hair tools, I then realised I wanted to be able to provide products that were as high-end as the EIDEAL tools, and which would work in synergy with the tools to deliver an unmatched salon experience.

To make this dream a reality, I scoured the world for the best possible haircare products, and kickstarted the distribution arm of the EIDEAL company.  Now, we are currently the Middle East distributor of the high-quality Amazon Keratin range of smoothing treatments and products, the eco- friendly international haircare brand, Davines and the much-acclaimed and already iconic Olaplex haircare brand – and 2021/22 promises to add more innovative products to our portfolio!

• There have been notable moments for EIDEAL- Jen Atkins endorsing your tools, the tools being used on Bella Hadid at Cannes, EIDEAL running a pamper booth at Formula 1 - but what have been your personal highlights?

While all of these have been wonderful achievements, the best part has been watching the brand grow and its team develop. Initially, I started with a very small team – myself and a few salespeople. Now, EIDEAL boasts a number of divisions, namely Sales, Marketing, Logistics, Educators, Creative Stylists etc. We actually do not view ourselves as a team, but rather a family. The EIDEAL family has been instrumental in the success of the brand! I ensure my team is always motivated and praised so that they love coming to work and strive to do their best.

• How has EIDEAL grown since establishment?

Since its inception, EIDEAL has been growing at a substantial pace. With the brilliant and forward-thinking vision of the UAE, I felt that Dubai would be the perfect location for our flagship headquarters and since we relocated to Dubai in 2010, our growth has been stratospheric. We count many of the most high profile salons throughout the GCC as partners and we distribute all over the Middle East. EIDEAL has always followed the same guideline: combining creativity with advanced technology to create beautiful and contemporary tools. We are now in the very fortunate position that the brand has become a reference point and pioneering force in the hair industry.

To be completely honest, I really don’t think we would have been able to achieve the same pace of growth anywhere else. With its positive “can do” attitude, amazingly talented and diverse international workforce, and the unrivalled commitment by its leaders to redefine what’s possible to achieve, I would not wish for EIDEAL to be located anywhere else in the world.

• What are your hopes/aims for the brand for the next 13 years?

I hope that EIDEAL continues to grow so that it becomes a global force in the hair industry!

• What do you enjoy most about your role at EIDEAL?

Interacting with my fabulous team – I am truly fortunate in that I can say I work in a cool, fun, creative and stimulating environment where no two days are the same. Every day is unique and as brilliant as the ones that went before and the ones that are to come, thanks to the people I engage with on a daily basis.