Sponsor spotlight: Haysam Eid, Managing Director, EIDEAL

Professional Beauty returns on 7-8 March 2022, and in anticipation Emma sits down with Platinum Sponsor, Haysam Eid, Managing Director of EIDEAL to discuss their grand plans for the event!

1. What were your initial aims for EIDEAL? Have you achieved these yet? How has your vision developed as the years have passed?

When working as a hair stylist, I saw first-hand a gap in the market for high-quality hair tools that combined a beautiful form with excellent functionality to deliver professional salon-worthy results. I was determined to harness the ultimate advances in the hair industry and create a range of products that would redefine the industry standard and revolutionize the concept of hairstyling, whether you are a salon professional or a hair loving consumer; and which would achieve a cult-like status for their unrivalled brilliance.   

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 hair experience.

To make this dream a reality, I researched the best possible haircare products, and kickstarted the distribution arm of the EIDEAL company.  Now, we are currently the Middle East distributor of the Amazon Keratin, Davines and Olaplex. This year we shall unveil two new launches: Paper not Foil, a sustainable alternative to foils for salons who have an eco-conscience, and ComfortZone, a results-driven skincare range with vegan formulas that are highly concentrated in natural-origin and high-tech ingredients.

 While we have enjoyed tremendous growth, I wouldn’t say I have achieved everything that I have wished for because ambition is limitless and there is always something you can strive for! 

 2. In EIDEAL's journey to growth, what have been the most surprising/valuable lessons you have learnt?

The events of the past two years have taught me that adaptability is vital. The businesses who remained calm during the global pandemic and were a pillar of support to their employees, consumers and other businesses are the ones who not only survived but thrived. After this trying period, the spotlight is focussed on positive working environments now more than ever, and so I believe when your attitude is enthusiastic, supportive, honest and without any agenda, people will naturally be drawn to working with you and ultimately this leads to opportunities.

 3. What have been the notable moments for EIDEAL? 

We have had many highlights throughout our journey, including endorsements from celebrity stylists such as Jen Atkins, the presence of our tools at the Cannes Film Festival and running a pamper booth at Formula 1 but 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 handful of people. 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! It’s a privilege interacting with each and every one of them – I am truly fortunate in that I can say I work in a cool, fun, creative and stimulating environment where 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.

 4.  Your team is truly international. Was this deliberate and if so what advantages do you think it has? How important is the team to you and how do you ensure they stay motivated?

When hiring, I can honestly say that I do not consider gender, race, religion or nationality. Rather I look at the individual and what they bring to the table. The most important thing for me is not how qualified someone is but the attitude they have. I always consider how any potential recruit will gel with the existing team and add value to it. It just so happens that the individuals who were successful at interview came from a variety of diverse backgrounds. But, when we spent time together in Italy in October, it was refreshing and humbling to see so many nationalities – Irish, English, French, Lebanese, Canadian, Indian – all come together as one and get on spectacularly well, probably because they all share a similar positive approach and upbeat, open mindset.

A passionate team is key to the success of any brand. I ensure my team are always motivated and praised so that they love coming to work and strive to do their best. By making each person valued will ensure they will work hard, feel empowered to share their ideas and have an open and honest dialogue between them. I am committed to following the practice levelling up to help my team members grow by nurturing their potential. The biggest successes we have experienced at EIDEAL has been when we have matched specific individuals to major projects that align with their passions and career interests.

5. You recently won the distributorship for Comfort Zone. How did this come about? 

EIDEAL has been the distributor for Davines for a number of years and we have been happy with how the brand developed. This meant that with our vision and network of contacts we would be the ideal distribution partner to guide Comfort Zone to the next phase of its growth.

6. What are your hopes for the Comfort Zone brand under your guidance?

We hope to help the brand experience exponential growth and enjoy the recognition and success it deserves to have.

In addition to its presence in the region’s most illustrious spas, we also plan to choose niche retailers who are a perfect match for the brand and potentially investigate the possibility of stocking it in a select few prestigious salons.

In essence, we wish to make the brand more accessible to the end consumer and educate people about it so it becomes the brand that is synonymous with a reputation for results-driven products and becomes the go-to for skincare aficionados.

7. Does this mark the start of a new chapter for EIDEAL - a venture into beauty distributorship as well as within the hair industry? 

We pride ourselves on having an open mindset. Comfort Zone came at the right time for us, when all the tools were in place that put us in a prime position to become its distributor.

We are very selective about the brands we distribute and only onboard brands that have a vision that is matched to our own criteria and which do not compete against the existing brands in our portfolio. If we discover beauty brands that we believe fulfil these criteria, then of course we would consider adding them to our distribution network.

8. What are your hopes/aims for the brand for the next decade? What would you like to achieve?

EIDEAL has always followed the same guideline: combining creativity with advanced technology to create beautiful and contemporary tools. Our next focus is to continue to invest in research and innovation so that we can launch tools that are real game changers in the industry.

Ultimately, I want EIDEAL to become a global force in the hair industry, both in terms of the tools is manufactures and launches, as well as the brands it distributes.

 9. Your profile as a business leader has grown over the past number of years. Why do you feel it is important to share your knowledge with and mentor those who are emerging as the next generation’s business leaders?

I was incredibly lucky to have the mentorship of my father, who ran one of the most successful salon businesses in the Middle East and I have also been very fortunate to have benefitted from the insightful leadership of the UAE, which has undoubtedly helped EIDEAL become the success it is today. But I realise there are many budding entrepreneurs who do not share my luck. Therefore, I believe it’s important for me to share my advice and knowledge with them so they can fulfil their potential and develop successful businesses. This is why I agree to podcast interviews, sponsor events and write essays for LinkedIn because one of the great achievements of our current interconnecting global landscape is that you can access information virtually. Also, who knows perhaps in the future those who interact and engage with me through such channels may one day be potential partners and collaborators who could potentially positively impact my business!

10. With doors opening for Professional Beauty in 4 weeks, what are you most excited about for the event? What do you have planned over the two-days as Platinum Sponsor?

I am very excited about the exclusive launches we will have at the event. These include two new brands, namely Comfort Zone and Paper Not Foil, which have recently become part of the EIDEAL distribution portfolio. We shall also do exclusive product previews at the event, including a very promising product from Davines, as well as a new line from Amazon Keratin that includes a straightening spray.

In terms of activations, we have several planned. This includes our famous shampoo lab, which will be available at our stand and for the first time, we shall have a roaming lab that will be touring the exhibition on a wooden cart designed specifically for PB. This year, the roaming lab will be focused on the Liquid Spell, a transformative liquid-to-foam elixir that repairs mildly damaged and lacklustre hair, providing instant softness and vitality. This is a product that every Davines stylist should carry as part of their key leave-on products.

We shall also have a special activation on our EIDEAL stand where visitors will be able to customise their BOON or Plush Brush with a local artist, Ahd Hany, Founder and Owner of Designs Cave. This will take place from 11am until 4pm on both days. The visitors will be able to select from a range of designs inspired from the yearly UAE themes such as the year of giving, the year of reading, the year of tolerance and the year of innovation. This is our way to celebrate the country where the EIDEAL brand has grown.

Finally, our stand will be a work of art in iteself. The outside paintings have been created by acclaimed hair stylist, Younes EID, using our brushes and tools. On display in the inside part of the stand are behind-the-scenes pictures.

During the awards, there will be videos shown that capture Younes EID creating these paintings and inside the stand we are planning to display some brushes he customized and some brushes he used for the paintings too.

Visit EIDEAL on Stand B6 at Professional Beauty GCC on 7-8 March 2022 at Festival Arena, register here.