Nada ElAmrani is the founder of Emirati green beauty brand Matia Natural. We recently caught up with Nada to find out more about her entrepreneurial journey in developing her skincare brand here in the UAE as well as her product offerings. We left our chat feeling straight up inspired.
Nada ElAmrani talks Matia Natural
Cosmo ME: How did your career journey lead you to develop Matia Natural?
Nada ElAmrani: I hold a degree in Business Administration and have previous experience in the banking and real estate sectors. Following my marriage, I made the decision to stop working and dedicate myself entirely to my family, consisting of three daughters. Nonetheless, my pursuit to discover my passion never wavered.
Over the course of 15 years, I explored various areas of study in hopes of finding my true passion and use it to bring about positive changes to people and society. Towards the end of 2019, I finally uncovered my true calling in the realm of green beauty formulation. The ability to navigate through the world of plants and botanicals and create formulas from scratch, while exerting control over the ingredients used in the products in a manner that benefits people and the planet, captivates me. I successfully obtained my diploma as an organic skincare formulator and dedicated two years to developing the products, ethos, and concept for Matia Natural.
Cosmo ME: What was the process of creating a beauty brand like? What was your biggest struggle? What came easily? Did anything surprise you about entrepreneurship?
Nada ElAmrani: The process of establishing a brand, starting from its conception to product development and ultimately bringing the products to market, while undertaking the entire endeavor as a “one woman show”, is a time-consuming and demanding undertaking. It necessitates unwavering determination, absolute dedication, extensive work, and above all else, a genuine love for one’s passion and a profound sense of purpose to serve. Personally, my motivation was driven by the desire to raise awareness and facilitate significant change within the skincare industry, making it more considerate towards people and the environment.
The primary obstacle entailed locating raw materials from compatible suppliers who uphold the same principles of delivering premium, organic, and environmentally friendly ingredients. Sourcing raw cosmetic ingredients necessitated sourcing from suppliers situated worldwide, including Japan, Morocco, Oman, and the United States, among other locations. Consider a product with an average of 10 ingredients, each obtained from a distinct region. I firmly maintain that the key to a unique and outstanding product lies in the quality of its constituent components.
Cosmo ME: How did the region react to an Emirati green beauty brand?
Nada ElAmrani: While navigating the uncharted waters of the emerging green beauty landscape in our local market, I endeavored to convince individuals to embrace notions such as multifunctional and minimalist skincare, thereby combatting waste and to rebelieve in a natural approach to skincare products. I must acknowledge the invaluable support rendered by the Ether concept store, in Yas mall, which breathes life into the tenets of locally made and sustainable brands.
Cosmo ME: How would you describe your entrepreneurial journey?
Nada ElAmrani: Entrepreneurship has been a transformative self-discovery experience for me. Through this venture, I became aware of previously unrecognized skills of mine such as leadership and problem-solving. Additionally, it has emphasized the importance of values like integrity, transparency, and honesty, which I personally integrate into my life and transfer to Matia Natural.
This entrepreneurial journey has also taught me valuable lessons on managing anxiety, as I have learned to trust the process and have faith in its outcome. Furthermore, it has instilled in me the understanding that mistakes are not failures, but rather invaluable opportunities for growth and improvement.
Cosmo ME: Do you feel the UAE is good place for entrepreneurs?
The UAE provides a stable and supportive business atmosphere, with streamlined processes for starting and operating a business. Entrepreneurs in this region enjoy excellent opportunities for funding and investment, and the government actively encourages innovation while providing support to start-ups through various governmental associations.
As a hub for a diverse population, the UAE attracts entrepreneurs from all over the world, resulting in ample networking and collaboration prospects. In this land of endless possibilities, one can transform an idea into a thriving business venture. Moreover, the UAE offers numerous untapped business sectors that hold significant potential for growth and profitability.
Cosmo ME: What does the name Matia Natural stand for?
Nada ElAmrani: I believe that every woman is beautiful, and her physical appearance combined with her inner beauty makes her truly unique and feminine. Hence, I decided to adopt the name of “Matia” which comes from the Amazigh language and means “the lady of all women”, a term denoting the embodiment of femininity. Our objective is to ensure that every woman experiences this sense of empowerment.
Cosmo ME: What type of products does Matia Natural offer?
Nada ElAmrani: We provide a wide range of natural skincare products that have been meticulously developed using botanicals and extracts to cater to all skin types, thanks to the non-comedogenic components present in them. Additionally, our products cater to individuals of varying age groups, including Gen Z. Our selection includes a variety of plant-derived exfoliants, masks, serums, toners, and artisan soaps. Furthermore, we are excited to announce the upcoming launch of a new collection specifically designed to meet the needs of the hot and humid climate found in the UAE, offering optimal repair and protection for the skin barrier.
Cosmo ME: What’s your most popular product?
Nada ElAmrani: One of our most highly regarded products is the “Rejuvenate & Glow” set featuring Frankincense “Luban”, a naturally occurring collagen that aids in the replenishment of skin cells and effectively enhances the brightness and firmness of the skin. Those who have utilized this product line have experienced noticeable improvements in the texture of their skin, which becomes more robust and radiant with natural vigor. Additionally, we have received positive feedback from women who were troubled by hyperpigmentation, as they found significant relief and clarity using the Frankincense collection.
Cosmo ME: What’s your favorite product and why?
Nada ElAmrani: In terms of face care, I particularly appreciate the radiant and clear complexion achieved with the frankincense collection. When it comes to body care, my choice of scrub depends on my mood. If I seek relaxation, I opt for the Moroccan Nila or Shea blossom, as their scents evoke a spa-like ambiance. Alternatively, when I require an uplifting experience, I choose Turmeric and Lemon or Coffee. All of our scrubs offer exceptional hydration, which is especially convenient for me as I may not always have the opportunity to apply a body lotion. By using the scrub, I can effectively moisturize my skin without the need for additional products.
Cosmo ME: What’s one thing you’d like the Cosmo community to know about your brand?
Nada ElAmrani: Matia Natural upholds a strong sense of social and environmental responsibility. Inspired by the UAE’s values of inclusivity, compassion, and dedication to excellence, we strive to prioritize sustainability in every aspect of our brand, including ingredient selection, supplier partnerships, and packaging choices. By incorporating heritage ingredients sourced from diverse regions, our natural products seek to connect with individuals of various cultural backgrounds living in the UAE. Furthermore, our product range caters to teens, women of all ages, and men alike.
Shop Matia Natural here.