Noun Al-Quwa .. Egyptian Doaa Gawish’s Journey from Supply Chains to Natural Hair Business

Doaa Gawish, founder of The Hair Addict, revived natural hair with an Egyptian brand and gave up her supply chain work for her project.

Doaa Gawish, founder of The Hair Addict, has built a thriving community as well as a successful brand.

As it expands its product range across the GCC, it also strives to educate the consumer on how to accept natural and curly hair.

The Egyptian architect, Doaa Gawish, has vibrant, thick and curly hair.

The beginning of the journey of prayer Jawish

Before you found The Hair Addict 6 years ago, you put a lot of time and money into hiding it.

“According to Forbes, I planned my whole week around my visits to the hairdresser,” she recalls.

We did not think much about how society views our hair, nor did we think much about fighting these ideas. ”

“We just had to find a solution to that problem, including ironing,” she said on behalf of thousands of women in the community who had done the same in the past.

Today, The Hair Addict is a thriving small business selling all kinds of natural hair that focuses on nourishing curly and wavy hair rather than straightening and straightening it.

The company, which has so far been self-funded, has two branches in Egypt and the United Arab Emirates, has 24 employees, as well as an online community on Facebook and Instagram, with more than 570,000 people.

Doaa Gawish and the cyberspace

The trend towards cyberspace during the global pandemic has accelerated growth. As consumers spent more time browsing social media in 2020, The Hair Addict expanded its online presence, promoting its products and launching internationally.

Gawish also opened the second branch of (The Hair Addict) in Dubai in 2020 in response to the growing demand.

Doaa Gawish products

With the relief of closures and other restrictions, it has also partnered with the most prominent stores and pharmacies in Egypt, including Samir William stores and El-Ezaby Pharmacy.

Its products can be found in 80 stores across Egypt, according to April 2022 data.

The foundation also plans to reach 500 outlets by the end of the year.

“Normal, non-digital sales are essential in Egypt because many consumers only went to the internet during the pandemic, and although we still receive orders online, the Egyptian consumer prefers to see the product himself before buying,” says Gawish .

“We’ve seen a surge in our sales since the launch of the offline channel, and online sales have also increased,” she says.

Doaa Jaweesh and the search for the goal

As she expanded the scope of her business, Gawish also found a new sense of purpose, something she lacked in her previous work.

Prior to 2016, she worked for Procter & Gamble (P&G) for approximately 11 years, during which time she rose to become the Director of Supply Chain Operations for the company in the Near East region.

But despite establishing a successful career, she was not happy with what she was doing. “I was not happy, but I thought it was not necessary to love one’s job,” she says. “You just have to do your best in a job that gives you a good reputation in society with a good salary, and that’s all you need.”

“I felt I needed a hobby, and I saw how many women around my community create on Facebook, share their interests and interact with each other,” she says.

The beginning of the company .. the beginning of Duaa Gawish

Inspired by this, in February 2016, Gawish created her own Facebook group, The Hair Addict, and began sharing treatments to protect natural hair from heat damage.

“I’ve always loved my hair,” she explains. “So I was looking for natural hair care products to protect them from all the damage I do to them.”

She first used her Facebook group to share tips and ways to maintain healthy hair. Her advice was based on her own research, as well as consultations with pharmacists.

She explains: “It’s mostly pharmacists who make products in Egypt, not pharmacists.” He continued: “People liked what I offered and interacted with me because they felt that what I was saying was based on science.”

Doaa Jawish in Britain

A few months after founding the group, P&G instructed Gawish to go to the UK to take an economics course at Oxford University during the summer. At first she could not go to the hairdresser whenever she wanted, and had to straighten her hair just as it is, without straightening it, which gave rise to an idea for her.

“I thought the heat was the most harmful to hair,” she says. “Why not encourage people to leave their hair as it is in the summer?” At that time, the majority of women in The Hair Addict community were suffering from hair loss. This is a common problem for treated hair, while Dr. Jubitha Yusuf, Specialist in Dermatology and Cosmetology at Medcare Hospital in Sharjah and Medcare Women’s and Children’s Hospital in Dubai estimates: “More than 50% of women will experience significant hair loss at some point in their lives.

Doaa Gawish initiatives to accept poetry as it is

Together with her cousin, Gawish created the hashtag #The_Heat_Free_Challenge to invite women to leave their hair natural in the summer to prevent it from falling out. But the reactions were “violent” as she described it. It was then that I realized that most women use hair dryers not because they want to, but because of the pressure they have experienced from society.

So Gawish decided it was time to fight this prevailing ideology. She invited women who leave their curls to themselves to the group to share their experiences, including the benefits of leaving hair natural and, above all, the transformation they saw in their hair as a result.

During the summer of 2016, the Hair Addict community grew from 5,000 to 80,000 people, according to Gawish. While she and the group members began exploring their natural hair journey together, each shared her experiences and shared tips on how to bring curly life back to life.

I read the book Curly Girl Method by British author Lauren Massey. I reached out to her and invited her to join a live video chat to share her thoughts. Massey’s most important piece of advice was to use hair products that contain harmless chemicals.

What did Gawish’s plea offer?

“We think that any substance that is soluble in water is a good chemical. But any substances that remain in the hair, even if washed with water, are considered harmful chemicals. Over time, these substances build up and prevent the water reaches the water. hair follicles, which dries it, “Gawish explains. .

It was 2018, when the Egyptian market had very few products suitable for curly hair. While the (The Hair Addict) group has expanded on Facebook to reach about 120,000 people, Gawish has received requests from people asking if the recipes she shared on the group are available for purchase, as well as from hair care companies in Egypt who offered her to advertise their products.

She saw a great opportunity in it, and resigned from her post to establish her own brand. Their first product was The Hair Addict, The Indian Recipe, which is still a top seller today. This was followed by The Swim-Proof Recipe. WhatsApp orders continued through the brand’s Facebook page, until its official website was launched in November 2018. Today, the company sells 17 products, and plans to expand its portfolio to 30 products before the end of 2022.

Currently, the consumer goods are manufactured locally and manufactured in Egypt to serve the Egyptian market, while the production process in the UAE and Italy is being studied to serve the greater Gulf region.

Respond to the growing question

However, it is not the only brand in the market that recognizes and responds to the growing demand, with large companies also joining the wave. A spokesperson for Majid Al Futtaim Retail Group explained: “Carrefour introduced a new family shampoo in 2019 in the UAE, Qatar, Oman and Egypt, including hydrating shampoos, natural and organic shampoos, and shampoos designed to be curly and define wavy hair.category has grown by 100% in sales since 2020.

But for Gawish, it’s not just about generating revenue, it’s about raising awareness. Other hair care initiatives have followed the #The_Heat_Free_Challenge movement, including the Natural Hair Fest, Haircare is gender neutral and an initiative targeting children and adolescents. To teach them how to care for their hair from an early age #Teach_Them_Self_Love_Sool_Tour #Teach_Tove_Them.

These initiatives were supported by the launch of The Hair Addict’s first line of children’s products, the Bubble Trouble, in August 2021. The heat-free challenge experience was expanded, with the company offering one-on-one sessions and face-to-face consultations with customers at point sales.

Gawish now plans to follow the same steps in the GCC markets, starting with online sales, direct shipping from its newly opened branch in Dubai, to having The Hair Addict products available in GCC stores by the end of 2022. He is also working on developing a range of men’s products.

As she grows her business, Gawish remains committed to educating the community about caring for and caring for natural hair.

“Eliminating feelings of anxiety about natural hair means solving the problem at its root,” she says.

Gaweesh’s prayer in brief

Doaa Jaweesh

Trademark: The Hair Addict

Sector: cosmetic

Date of establishment: 2018

Nationality: Egyptian

Headquarters: Egypt

Gawish left her job in the supply chain in 2018 to establish The Hair Addict due to the lack of suitable products in the Egyptian market for curly and natural hair.

As of April 2022, the brand has more than 570,000 followers on Facebook and Instagram.

It currently has two branches in Egypt and the UAE through which it sells 17 products and plans to expand it to 30 products before the end of 2022.

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