In today’s fast-paced world, beauty is no longer just about glamour — it’s about convenience, confidence, and solutions that fit seamlessly into everyday life. Under the leadership of Ameena Yashi, owner of AYBEAUTY, the brand is redefining the beauty experience by making salon-inspired results accessible from the comfort of home. What began as a personal solution for a busy mother has grown into Qatar’s first DIY beauty brand, empowering women with effortless, damage-free beauty options that fit their lifestyles. We sat down with Ameena to learn more about the inspiration behind AYBEAUTY, the challenges of building a home-grown beauty concept, and the exciting plans shaping its future.
1. What inspired you to launch AYBEAUTY, and how has the brand evolved since its inception?
AYBEAUTY was born from my own need as a mom of three, who loved salon beauty, but simply didn’t have the time for long appointments. I wanted a faster, damage-free way to still look and feel put together, and since I couldn’t find it, I created it. With the tagline “Beauty brought home,” we created an at-home beauty solution for busy women like you and me. What started as a home-grown idea quickly became Qatar’s first DIY beauty brand, now stocked across multiple Watsons stores. We’ve evolved from a single concept to a community of women who believe in effortless, at-home beauty.
2. How do you see AYBEAUTY redefining beauty standards and empowering women in Qatar?
AYBEAUTY is changing what “beauty” means. It’s no longer about perfection or salon dependency, but about confidence and convenience. By offering professional-looking results at home, we give women the freedom to feel beautiful on their own terms. We live in a time where women lead busy, fast-paced lives, and AYBEAUTY has become a symbol of empowerment — practical, inclusive, and proudly home-grown. It’s about celebrating individuality and proving that beauty doesn’t have to be complicated, expensive, or time-consuming to be powerful.
3. What are some of the key challenges you’ve faced as a beauty entrepreneur, and how did you overcome them?
Starting a beauty brand from scratch in a market dominated by global names was definitely intimidating. From product development and supplier challenges to educating customers about a new beauty concept, it was all a learning curve. But persistence and purpose kept me going. I focused on quality, authenticity, and real connections with my customers. Listening to feedback, both positive and negative, showing up personally, and believing in the “why” behind AYBEAUTY helped me turn every obstacle into growth. Today, seeing women trust and love the brand makes every challenge worth it.
4. How does sustainability or clean beauty play a role in your brand’s philosophy and products?
Sustainability for AYBEAUTY means creating beauty that lasts, without waste, damage, or unnecessary complexity. Our lashes and nails are reusable and cruelty-free, designed to minimize single-use beauty habits. We prioritize clean formulations and thoughtful packaging by using materials that are safe, gentle, and responsibly sourced. For me, sustainability isn’t just about what’s inside the box, but the mindset we promote: beauty that’s conscious, kind, and made to fit real life. It’s about empowering women to choose smarter, cleaner, and more sustainable beauty routines.
5. What exciting plans or upcoming launches can AYBEAUTY fans look forward to?
We’re constantly creating and evolving — that’s the fun part! AYBEAUTY fans can expect something very exciting coming soon. We can’t say too much yet, but let’s just say… brows are going to have a moment!
We’re also expanding regionally, with more Watsons branches and collaborations on the way. Beyond products, we’re working on experiences — from pop-ups to workshops — that bring our community together. The goal is simple: to keep innovating and offering beauty that’s quick, easy, damage-free, and empowering. AYBEAUTY is just getting started, and there’s so much more to come!
Currently available across four Watsons branches in Qatar, AYBEAUTY is also set to expand to two additional branches by the end of the month, marking its presence across all Watsons locations in the country — an exciting milestone for the growing home-grown beauty brand.
