Redefining Beauty, Empowering Growth- Alefiyah Johar

For Alefiyah Johar, beauty has always been about more than appearance. It is about confidence, opportunity, and empowerment. As a Partner at the Fakhree Al Hindi Group of Companies, a respected 60-year-old family business in Dubai, she leads the cosmetics and skincare division with vision and determination. From global names to local ventures, her mission is clear: to help beauty brands grow in the Middle East while empowering small businesses to succeed.

A Journey Rooted in Legacy

Being part of one of Dubai’s oldest and largest B2B companies means carrying forward a legacy built on trust. Yet Alefiyah is not only preserving tradition—she is reinventing it. She has championed Korean and halal-compliant beauty products, launched the group’s own in-house brand FC Beauty, and recently brought the Turkish brand Maru Derm into the region. Her expertise lies in brand building and cosmetics distribution, but what makes her stand out is her commitment to making beauty accessible, ethical, and inclusive.

Beyond Distribution

Alefiyah doesn’t see herself as simply a distributor. Her role is far more holistic. She partners with brands to shape strategy, strengthen positioning, and create visibility in competitive markets. By combining marketing acumen with distribution expertise, she provides a 360° approach that helps both established and emerging brands thrive. For her, it’s not about quick wins but about creating long-term growth and credibility.

Values That Guide Her

At the heart of her work lies a belief that everyone deserves high-quality, safe, and ethical skincare. She is passionate about halal-compliant beauty, ensuring products reflect not only global standards but also cultural and ethical values. Integrity, empowerment, and growth are principles that shape her daily decisions, and they are the same values she wants her name and her company to stand for.

Recognition & Results

Her journey has already attracted attention and recognition. She has received the Global Women Leadership Award and the Tally Business Maestro Award, and her work has been featured in major publications such as Gulf News, Khaleej Times, Friday Magazine, and Health Magazine. One of her proudest achievements was launching the Korean brand Missha in the Middle East and expanding it into over 200 retail stores. Today, she continues to onboard innovative skincare lines while giving smaller businesses a platform to grow.

Leading Beyond Titles

Alefiyah also contributes to the wider industry as Vice President of the Dubai Chamber’s Group of Perfume & Cosmetics, a role through which she advocates for progress and collaboration across the sector. Whether through policy discussions, market representation, or mentoring, she is committed to shaping a better future for the beauty industry in the region.

A Vision for the Future

Looking ahead, Alefiyah’s goal is to establish FC Beauty as the region’s leading hub for halal beauty brands, while continuing to create opportunities for entrepreneurs and small businesses. She hopes to be remembered not only as a strategist but also as a connector—someone who built bridges, uplifted others, and championed ethical beauty.

Her story is one of legacy and innovation, of carrying forward the trust of a family business while reimagining it for the future. For Alefiyah, beauty is not only about products—it is about people, empowerment, and purpose.