From Bites to Business: How Shona Hind is Building a Successful Dubai-Born Brand in the $5B Mosquito Repellent Market.
A Problem Turned Opportunity
Mosquito season might be a nuisance for most, but for Shona Hind, it marked the beginning of an incredible entrepreneurial journey. Dubai-based British expat Shona Hind was no stranger to the discomfort of mosquito bites. Frustrated by the lack of effective, pleasant-smelling repellents without harmful chemicals, she decided to take matters into her own hands.
With the onset of the COVID-19 pandemic in 2020, Shona, like many, found herself rethinking her career and focusing on a problem that had long affected her and her family. The result? The birth of Free Me Mosquito Repellent, the UAE’s first locally produced, DEET-free, chemical-free solution that quickly took the market by storm.
The Birth of Free Me
Shona’s journey began when she set out to create a mosquito repellent that was not only effective but also kind to the skin and the environment. Partnering with a local UAE-based factory, she developed an all-natural formula using organic essential oils like citronella and lemongrass and lemon eucalyptus. After months of extensive trials and countless samples, Free Me was born in November 2020.
The product was an instant hit, particularly for customers looking for safe, natural alternatives. By June 2021, Free Me became the best-selling mosquito repellent on Amazon UAE, achieving this organically without any significant marketing spend. The success continued to grow, with the product now available in major retail outlets across the UAE, including Spinneys, Waitrose, Kibsons, and Boots.
Expanding the Brand: From Humans to Horses
Free Me didn’t stop at just protecting humans. Shona soon expanded her product line to cater to animals, launching FlyFree – a multi insect repellent for horses, camels, and dogs, safeguarding animals from the discomfort of irritating insects. Like the original product, FlyFree is made with natural ingredients and has proven to be highly effective in keeping pests at bay.
Shona’s commitment to transparency and quality has been key to her success. Each product clearly lists its ingredients, ensuring safety for all users, including infants and those with sensitive skin. Customers quickly came to trust Free Me not only for its effectiveness but also for its gentleness and eco-friendliness.
Challenges and Triumphs
While Shona was building her business, she faced one of the most challenging battles of her life. In 2023, she was diagnosed with stage 2 breast cancer. Demonstrating incredible resilience, she continued to run her business single-handedly while undergoing treatment. By 2024, Shona was declared cancer-free and has continued to share her story to inspire others facing adversity.
Her ability to balance her personal health challenges with managing a rapidly growing business is a testament to her strength and determination. Today, Shona is 1 year cancer-free and looking forward to an even brighter future for herself and Free Me.
Recognition and What’s Next
In 2023, Shona and her brand were recognized as finalists in the Spinneys Local Business Incubator, further solidifying her standing as a successful entrepreneur in the UAE. October 2024 will see Shona and Free Me featured on Shark Tank, where viewers will get a glimpse into her journey and perhaps witness the next big leap for her brand.
The future is bright for Free Me. Shona has ambitious plans to expand globally, starting with a UK rollout in 2025. Her goal is to take her natural repellent to Europe and the USA, proving that a product born out of a personal need and produced in the UAE, can go on to make a worldwide impact.
A Vision Beyond Business
Shona’s success isn’t just about the numbers. Her vision for Free Me extends to making a real difference in the world. She dreams of supporting the World Health Organization’s efforts to control neglected tropical diseases, like trachoma, which affects millions of people in some of the poorest regions across Africa, Asia, and the Americas.
By donating her products to these regions, Shona hopes to help prevent the spread of diseases carried by mosquitoes and flies, particularly in countries where access to healthcare is limited. Her commitment to improving the quality of life, not just for her customers but for vulnerable communities worldwide, is what makes her journey even more inspiring.
Conclusion
Shona Hind’s story is a powerful reminder of how a personal problem can spark a life-changing business. From being covered in mosquito bites to running a brilliant company, her journey is one of perseverance, passion, and purpose.
As Free Me continues to grow, Shona remains focused on her mission to create products that are pure, kind, and real – both for her customers and for the world.Shona’s entrepreneurial journey from Dubai is proof that with determination and a clear vision, it’s possible to turn life’s annoyances into a thriving business.
As Free Me sets its sights on global expansion, one thing is clear – this is just the beginning for Shona Hind and Free Me Company is poised to become a $5 million brand, revolutionising the market with her innovative, naturally kind products.
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