August 11, 2022



From kiosks to flagship retailer: izil’s Transformation that Delivered 500% progress

5 min read

UAE-based Moroccan magnificence model izil’s fixed transformation and evolution to fulfill the altering buyer expectations have resulted in a 500% Y-O-Y (year-on-year) progress of the model over time.

Founder Mouna Abbassy began her retail journey with promoting merchandise on Fb after which opening six kiosks in numerous malls within the UAE till 2016. In 2016, Abbassy determined to shut all the present kiosks and open a singular kiosk in Dubai Mall and launch an e-commerce web site.

izil opened its personal GMP-certified manufacturing facility in Ras Al Khaimah in 2019. Subsequently, a yr later, on June thirtieth, 2020, a singular flagship retailer was launched within the Dubai Mall after one other model revamp.

“Firstly, we learnt that The Dubai Mall gave us sufficient visibility. Secondly, we would have liked to deal with rising the e-commerce, and eventually, changing all of the kiosks to the brand new design would have been very pricey for the model,” mentioned Mouna Abbassy, explaining why they determined to shut all kiosks and open one unified flagship retailer.

The introduction of the flagship retailer strengthened gross sales additional and offered extra stability than its earlier kiosks. “It positively helped the enterprise financially because of increased gross sales than the earlier kiosk, however additionally it is a long-term funding in an idea that we’re planning to franchise sooner or later as soon as it’s accomplished,” she added.

Up till 2020, Saudi Arabia was izil’s largest market, however after the second revamp, opening of the brand new retailer and strengthening of its e-commerce portfolio, the UAE is now its main market.

“The UAE progress was a lot stronger in the course of the covid pandemic. Furthermore, the implementation of the 15% VAT in Saudi plus stricter guidelines on the customs made it more durable for us to promote in Saudi Arabia (we promote completely by means of e-commerce in that market). Nonetheless, we nonetheless see it as the most important GCC market when it comes to potential and we’re taking the mandatory measures to develop izil there,” she concluded.

Mouna Abbasy and the Inception of izil Magnificence

Mouna Abbasy, Founder and CEO of izil magnificence, has some of the inspirational tales for ladies of our time. Born in Morocco, Mouna grew up in a rustic the place magnificence rituals shaped part of important social affairs so far as females have been involved. She witnessed her mom and different girls locally put together their very own magnificence recipes with the uncooked and pure components.

The camaraderie, sense of belongingness and oneness with nature tied the feminine fraternity in a bond that was based mostly on purity and the sheer pleasure of feeling and searching lovely. The wonder recipes have been prided not just for their pure components, but in addition for the general expertise and the outstanding outcomes they offered. It was a shared expertise to exalt all of the senses and create that distinctive second the place the feminine focuses solely on her pure instincts and well-being.

This celebration of pure magnificence and femininity rooted itself deeply in Mouna, who later introduced this ardour to life in Dubai. She moved to Dubai in 2005 and instantly fell in love with this dynamic, energetic multicultural land of alternative. Mouna joined one of many largest magnificence companies on the planet the place she fed my ardour for the world of magnificence care, however she felt one thing was lacking. Past the world of glamour and synthetic components was a shopper perception ready to be unleashed – one the place each lady would really feel naturally lovely and be linked to nature by means of the very best, purest components. “Folks really feel like they must have a chemistry diploma to grasp what they’re placing on their pores and skin”, says Mouna. “We would like girls and women to really feel assured about themselves, to have a look at magnificence from a distinct perspective. Magnificence shouldn’t be essentially the ladies we see in magazines. Magnificence comes from inside. We wish to promote that sort of pure magnificence which can assist girls get confidence and assist them obtain their each day challenges.”

Fuelled by the fervour and data from her wealthy tradition, Mouna began off with promoting Moroccan magnificence merchandise on Fb pages and exhibitions within the UAE. As a result of the merchandise present instantaneous implausible outcomes, the demand shortly grew sufficient for her to open a kiosk in Dubai Pageant Metropolis. Mouna’s Advertising background, and her 1-year program on beauty science on the UK Beauty Science Society shortly helped her scale up the enterprise.

Between 2014 to 2016, izil opened 6 kiosks and began to be seen as Mouna began receiving a number of awards and accolades. In 2016, Mouna merged all of the kiosks into one main one at Dubai Mall, and launched an e-commerce web site. As gross sales sky rocketed, izil opened up opened its personal GMP licensed manufacturing facility in Ras Al Khaimah  in 2019 which was an enormous step. A yr later, Mouna lastly took the plunge and launched a rebranded, high-end flagship retailer in Dubai Mall, which now additionally homes izil’s personal deluxe spa.

When Mouna was 10, she suffered from a uncommon paralyzing sickness that left her in a wheelchair for a lot of months. Overcoming the sickness by means of her sheer dedication and preventing spirit, Mouna’s is a narrative we don’t come by fairly often.

Her journey is certainly one of resilience, dedication and sheer onerous work. Along with her background in Advertising and her decided persona, Mouna is a shining instance of what girls can obtain in the event that they set their thoughts to it. She realized the hole within the magnificence marketplace for a pure, chemical-free model that gives outcomes, and merged it with the key magnificence recipes from her heritage. She understood that the girl of at this time needs to really feel lovely inside and outside, with out compromising on her time or exposing her pores and skin to dangerous chemical substances. These girls are snug in their very own pores and skin and wish to be the very best model of themselves, and that’s what izil gives them.

As a feminine entrepreneur, Mouna has been acknowledged on a number of fronts. In 2015, she was the winner of the Hadafi Ladies’s Entrepreneurship Season 3 and likewise obtained the Cartier Ladies’s Initiative Award. In 2018, she additionally made it to Vogue’s article ‘These 5 Arab Ladies Are Altering the Magnificence Recreation’ and Forbes journal’s ‘Ladies Behind Center Jap Manufacturers’ 2020 listing.

izil, actually which means ‘pure’ within the historic Amazigh language, has additionally obtained immense recognition over time. The newest feather in its cap has been the Photos Retail ME ‘Most Admired Magnificence and Wellness Model 2020,’ which is among the model’s largest achievements thus far.

As a mom, spouse, businesswoman and an award-winning entrepreneur, Mouna is a task mannequin for younger women who dare to dream massive. Mouna is a shining instance of how no language, tradition or place can act as an impediment when you’ve got a imaginative and prescient and the drive to hold it by means of.

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