{"id":275526,"date":"2020-06-28T07:00:33","date_gmt":"2020-06-28T10:00:33","guid":{"rendered":"https:\/\/anba.com.br\/?p=275526"},"modified":"2020-07-09T14:37:30","modified_gmt":"2020-07-09T17:37:30","slug":"egyptian-entrepreneur-works-with-brazilian-cosmetics","status":"publish","type":"post","link":"https:\/\/anba.com.br\/en\/egyptian-entrepreneur-works-with-brazilian-cosmetics\/","title":{"rendered":"Egyptian entrepreneur works with Brazilian cosmetics"},"content":{"rendered":"

S\u00e3o Paulo \u2013 Rasha Shelbaya of Egypt created a cosmetics brand and resorted to the internet and her own charisma to become a household name around the world. Currently a digital influencer, she started working in the beauty industry in Egypt in 2009. After six years in the industry, she decided to build a brand in Brazil \u2013 Star Cosmetics<\/a>. Over a decade ago, when the Brazilian keratin hair treatment became known in the Middle East, Shelbaya grew fond of the technology, and so she started researching more similar products to test out and export to the region. She has since become an exclusive agent for multiple Brazilian brands, and she has looked into both the industry\u2019s strong suits and bottlenecks.<\/p>\n

\u201cThat\u2019s why I decided to create my own brand, to provide solutions to those problems by making an organic formula with exclusive technology to create a high-quality brand that\u2019s on par with the best-known, most successful cosmetics brands in the world. I got my won R&D team to come up with new technologies and proprietary formulas. After three years of hard work, we became the first Brazilian cosmetics company to get an ISO on R&D. It\u2019s a great honor to be able to get to this level, which is unprecedented in Brazil,\u201d she said.<\/p>\n

The Star Cosmetics CEO speaks proudly of the fact that her brand is registered in Egypt, where multiple legal requirements are in place. \u201cWe are proud to be the first Brazilian company whose entire product line is registered with Egypt\u2019s Ministry of Health and the SFDA (Saudi Food and Drug Authority), in Dubai and Saudi Arabia. All of our lines were also approved by the FDA (Food and Drug Administration) when we began to sell to the United States,\u201d she said.<\/p>\n

Digital influence<\/strong><\/p>\n

A trailblazer, Rasha Shelbaya looked to the internet to provide details and spread the word about her products. She uses three different outlets to stay in touch with her audience \u2013 which exceeds 600,000 on Facebook<\/a>, which is her main platform. \u201cI started Facebook in 2009, then YouTube in 2011, and then I went on Instagram. I have 666,000 followers on my Facebook page, which is my most effective channel right now. My YouTube account has over 6 million views and 45,300 subscribers. Last year, I began working on Instagram, since it\u2019s an important channel for beauty influencers around the world. All of these tools are really helpful when it comes to clients trusting you,\u201d she said.<\/p>\n

\"\"<\/a>
Rasha Shelbaya holds a degree in trichology, a field of study devoted to hair treatments<\/figcaption><\/figure>\n

According to her, social media channels make it easy to interface with customers as well as with industry professionals. \u201cYou get to announce each new technology, explain your products and your results, and to ask clients to show people who are not familiar with us yet what they can expect from our products. And then you get to know what people are shopping for, what they need, what their problems are,\u201d she said regarding audience feedback, which is like a direct customer survey.<\/p>\n

The company sells to countries including the United States, France, Saudi Arabia, Oman, Libya, Qatar and Kuwait. She believes social media work is a must these days, no matter what demographics are targeted. \u201cI am the only Egyptian and Arab woman who invested legally in Brazil in cosmetics, while still living in my own country, and I depend on my wonderful Brazilian team,\u201d she said, mentioning the support she gets from institutions like the Arab Brazilian Chamber of Commerce<\/strong> and the Brazilian Brazilian Association of the Cosmetics, Toiletry and Fragrance Industry (Abihpec). Star Cosmetics is an Arab Chamber member company.<\/p>\n

The company sells B2B, and Shelbaya explains that Star Cosmetics chose to work on the international market from the get-go. It has been to four editions of the Beauty World Middle East, in Dubai, as well as events like the African International Fair, in Egypt. \u201cWe do not focus on selling a lot. Our focus is on product quality, and our quality control relies on a high-level chemist team,\u201d she said.<\/p>\n

Translated by Gabriel Pomerancblum <\/strong><\/p>\n

Press Release<\/div>\n
Press Release<\/div>\n","protected":false},"excerpt":{"rendered":"

Star Cosmetics was established in 2015 by Rasha Shelbaya, who holds a degree in trichology. She relies on social media as a tool to strengthen her brand, which specializes in products made in Brazil.<\/p>\n","protected":false},"author":2324,"featured_media":275488,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[114],"tags":[9803,15917,13204,15473,15918,15913,15919,15911],"class_list":{"0":"post-275526","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-news","8":"tag-egypt-en","9":"tag-brazilian-product","10":"tag-cosmetics-en","11":"tag-digital-influencer","12":"tag-facebook-en","13":"tag-influenciadora-digital","14":"tag-star-cosmetics-en","15":"tag-star-cosmetics"},"wps_subtitle":"Star Cosmetics was established in 2015 by Rasha Shelbaya, who holds a degree in trichology. She relies on social media as a tool to strengthen her brand, which specializes in products made in Brazil. ","_links":{"self":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/275526","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/users\/2324"}],"replies":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/comments?post=275526"}],"version-history":[{"count":0,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/275526\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media\/275488"}],"wp:attachment":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media?parent=275526"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/categories?post=275526"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/tags?post=275526"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}