In the heart of Egypt’s growing digital transformation, one woman has been reshaping the way beauty and technology coexist. Salma Abuelnaga, Founder and CEO of Beauty911, stands at the forefront of a revolution that is not just redefining beauty standards but also empowering women through innovation, creativity, and purpose.
A pharmacist turned entrepreneur, Salma Abuelnaga’s journey is a story of passion, resilience, and a relentless drive to bring change. Her company, Beauty911, has become Egypt’s leading on-demand beauty platform, transforming how clients access beauty services while providing professionals with new opportunities for growth and exposure.
From Pharmacy to Beauty Innovation
Salma Abuelnaga’s path to entrepreneurship began with a solid academic foundation and a professional start in pharmacy. However, her curiosity and vision extended far beyond traditional healthcare. She soon transitioned into the world of corporate marketing, where she managed major brands and honed her expertise in strategy, business growth, and consumer behavior.
Her time in the corporate world gave her the tools to understand how branding, innovation, and emotional connection drive industries forward. It was during this phase that she recognized the gap in Egypt’s beauty market, an opportunity to merge digital transformation with beauty accessibility.
The Vision Behind Beauty911
At the heart of Egypt’s digital transformation lies a powerful vision — one that redefines how beauty and technology come together to empower women. For Salma Abuelnaga, Founder and CEO of Beauty911, this vision goes beyond aesthetics. It’s about creating an ecosystem that fosters innovation, creativity, and purpose, enabling women to access opportunities, express themselves confidently, and thrive in a modern, connected world.
A pharmacist turned entrepreneur, Salma Abuelnaga’s journey is a story of passion, resilience, and a relentless drive to bring meaningful change. Her company, Beauty911, has become Egypt’s leading on-demand beauty platform, transforming how clients experience beauty services while opening new horizons for professionals across the industry.
A Harvard Visionary
Salma Abuelnaga’s commitment to innovation led her to Harvard University, where she completed a program in Strategic Innovation. This experience deepened her understanding of how technology and strategy intersect to create impactful solutions. At Harvard, she refined her vision for digitalizing the beauty industry and empowering women across all socioeconomic backgrounds.
This academic milestone also influenced her approach to leadership, grounded in creativity, inclusivity, and purpose. Her focus has always been on more than beauty; it is about enabling self-expression, confidence, and independence for women through technology and entrepreneurship.
Beauty911: A Digital Revolution in Egypt’s Beauty Industry
Beauty911 has emerged as Egypt’s top accelerator for the digital transformation of the beauty industry. The platform offers a seamless experience where clients can book trusted beauty experts directly through the app, ensuring convenience, transparency, and quality.
Beyond being a service platform, Beauty911 has redefined marketing in the beauty sector. Through collaborations with global and local beauty brands, it delivers immersive experiences that combine luxury with accessibility. From large-scale events to creative pop-up activations, the brand has mastered the art of blending technology with experiential beauty.
One of the most memorable marketing concepts introduced by Salma Abuelnaga is the iconic pink double-decker bus and the pink yacht. These mobile beauty studios were not just marketing stunts but symbols of transformation, turning everyday spaces into glamorous, empowering experiences. The vibrant pink visuals captured the spirit of innovation while celebrating femininity and creativity.
Empowering Women Through Beauty
At the heart of Salma Abuelnaga’s mission is empowerment. She envisions beauty as more than aesthetics it is a means of economic and emotional upliftment. As part of Beauty911’s future vision, the company aims to launch CSR initiatives by 2026 that will create training and growth opportunities for women, particularly single mothers and underprivileged groups, helping them build sustainable careers in the beauty industry.
In the coming months, she plans to launch the Beauty911 CSR Foundation, a dedicated initiative to empower less privileged single mothers. The foundation will focus on professional training, mentorship, and job creation within the beauty industry. Salma Abuelnaga believes that empowering women through skill development not only strengthens families but also creates a ripple effect of progress across communities.
Balancing Innovation and Motherhood
Behind the visionary entrepreneur is also a devoted mother. Salma Abuelnaga often credits her five-year-old daughter as her biggest inspiration. Her personal journey as a mother fuels her mission to create a more balanced and inclusive world where women can pursue professional success without compromising family life.
She embodies the modern woman, driven by purpose, grounded in compassion, and constantly seeking balance between ambition and family. Her story is a reminder that leadership and motherhood can coexist beautifully when guided by passion and vision.
Recognized as a Pioneer in Beauty-Tech
Salma Abuelnaga’s achievements have positioned her among Egypt’s leading female entrepreneurs and innovators. Her contribution to beauty-tech has redefined how the industry operates, introducing digital solutions that cater to modern needs while preserving authenticity and cultural relevance.
Under her leadership, Beauty911 continues to expand its reach, partnering with renowned beauty brands and creating opportunities for young professionals. Her ability to merge creativity, strategy, and empathy has made her a role model for aspiring entrepreneurs across the region.
The Future of Beauty in Egypt
Looking ahead, Salma Abuelnaga envisions Beauty911 as more than just a digital platform. It is a movement that promotes innovation, inclusivity, and empowerment. She aims to expand the brand across the Middle East, bringing her unique blend of technology and beauty to new markets while continuing to nurture local talent.
Her story is a testament to how vision, education, and determination can transform industries and inspire generations. Through Beauty911, she is building an ecosystem where beauty becomes a language of empowerment, confidence, and opportunity.
About Salma Abuelnaga
Salma Abuelnaga is the Founder and CEO of Beauty911, Egypt’s leading on-demand beauty platform and the top accelerator for the digital transformation of the beauty industry. She is a pharmacist turned entrepreneur with a passion for strategy and creativity, dedicated to empowering women through beauty and innovation.
She began her career in corporate marketing, managing major brands and gaining expertise in strategy, business growth, and consumer insight. After attending Harvard University and completing a program in Strategic Innovation, she developed her vision to digitalize Egypt’s beauty industry.
Salma Abuelnaga founded Beauty911 in 2022, following the success of her first app, Toi To Go, launched in 2019 during the COVID-19 era. She is also the creator of the iconic pink bus and pink yacht, groundbreaking marketing activations that redefined beauty experiences in Egypt.
Currently, she is preparing to launch the Beauty911 CSR Foundation to support single mothers through professional beauty training and sustainable income programs. Recognized as one of Egypt’s pioneers in beauty-tech innovation, Salma Abuelnaga continues to reshape the industry with creativity, inclusivity, and compassion.
A proud mother of a five-year-old daughter, she draws inspiration from her role as a parent to pursue her vision of empowering women and creating a more balanced, beautiful future for all.
Do follow her on Instagram
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