Morning person, makeup fanatic, and Gen Z star, Natalie Sallaum, is well on her way to taking over the beauty world. Her clean and vegan brand Natalie’s Beauty is here to prove it. Our May digital cover star is a businesswoman and social media connoisseur at the young age of 22. As we sat with her to discuss all things beauty, self-esteem, and Natalie, we realised right away that not only are her brows and makeup always set, but so are her goals.

Already boasting a combined following of nearly two million across her platforms, the young businesswomen has also only recently just launched her brand at Faces in Mall of the Emirates, which is a *huge* milestone. Read on below as the Lebanese-Swiss influencer describes how Natalie Beauty came to be. 

Cosmo ME: So, who is Natalie Sallaum?

Natalie Sallaum: I spent my teenage years creating my passion into my brand, Natalie Beauty. My mother is half Swiss and Chilean and my father is Lebanese. I lived between Switzerland and Lebanon growing up, and although it was a bit hard adjusting to both cultures, I’m happy that I got to experience both worlds.

I studied fashion design at Instituto Marangoni in London, but it wasn’t really my thing. I’m also a Youtuber and social media personality.

Top, Dhs460; Skirt, Dhs730, both Tempereley London. Shirt, Dhs135, ASOS

C: Did you always know you wanted to go into beauty?

NS: Yes! I started experimenting with makeup when I was 16. I filmed my first makeup tutorial with my phone in front of a window and uploaded it. Next day I woke up to see that it had gone viral and that’s when I knew that I wanted to get into the makeup world and create my own product.

C: What was your first memory of beauty?

NS: I think it would be contour. It definitely takes me back to how I started. Contouring was my favourite technique in makeup, and I worked so hard to find the perfect contour product to create it.

Shirt, Dhs2,700; Shorts, Dhs1,150, both Red Valentino

C: Who is the Natalie Beauty woman?

NS: She’s strong, empowering and beautiful from the inside as well as outside. I want people to know that you can be young and still pursue your dreams and make it happen if you stay consistent and work hard.

C: Do you think this move towards sustainable beauty is a trend, or is it here to stay?

NS: I want it to stay and I believe it will since people are becoming very aware of their surroundings nowadays and what their putting on their faces. Especially now, surviving this hard time together, we just want what’s good for us. Self-care above everything.

Red Valentino dress, Dhs5,000

C: What is something you want everyone to know about you?

NS: Nobody’s life is perfect. Social media isn’t everything and it’s not real life. I don’t want people to look at my social media platforms and think that my life is perfect because it’s not, and I’m not ashamed to say that I do go through insecurities, ups and downs, and all kinds of problems. It’s about how strong I come back and learn from it as lessons. And everyone should know this is me.

C: Have you ever felt at disadvantage in life because you’re an Arab woman?

NS: No. In fact I always try to see it in a positive way. We have so many nice qualities and I feel proud showing it to the world that I am a proud Arab woman, and although I’m half European, I am proud of both sides. But being Arab means something to me and it empowers me like nothing else could.

Photography by Mohammad Adel Rashid

Styling by Nour Bou Ezz 

Makeup by Sarah Saya

Hair by Sisters Beauty Lounge 

Special thanks to Sisters Beauty Lounge