SUHAR: In a market dominated by global cosmetics giants, a young Omani student is gaining attention for proving that locally developed, health-conscious beauty products can compete through innovation and purpose-driven entrepreneurship.
Kulthoom al Maamari, founder of the emerging beauty brand 'Shahad Beauty', has secured first place at the Al Batinah North level and second place nationwide in the 'Rukaz' entrepreneurship competition.
The achievement has transformed her student-led initiative into one of Oman’s promising youth business ventures.
Unlike conventional cosmetics brands, Shahad Beauty focuses on vegan and skin-friendly products made from plant-based ingredients, aiming to reduce exposure to harsh chemicals, particularly for frequent users of makeup.
Speaking to Observer, Al Maamari, a secondary student from Safeya bint Abdulmutalib School, said the idea was inspired by growing awareness among young consumers about the link between cosmetics and skin health.
“Our goal is to combine beauty with skincare,” she said. “Many girls today are looking for healthier options, especially products suitable for daily use. That is why we focus on natural ingredients that are gentle, safe, and suitable for different age groups, including children.”
She added that although plant-based raw materials increase production costs, the brand’s value lies in safety, quality, and long-term consumer well-being.
The project stood out in the Rukaz competition not only for its product concept but also for its sustainability-driven business model and market-oriented approach. Judges reportedly praised its economic viability and alignment with the global shift towards clean and ethical beauty products.
Al Maamari described the competition as a turning point in her entrepreneurial journey.
“Winning first in Al Batinah North and second nationally gave me confidence that Shahad Beauty can grow into a leading Omani brand,” she said.
“It also taught me how to present ideas professionally, understand financial planning, calculate profit margins, and respond strategically to market needs.”
She now plans to expand the brand with new product lines, stronger digital marketing strategies, and the launch of an online store targeting customers across Oman and beyond.
As global demand for clean beauty continues to rise, Shahad Beauty reflects a new wave of Omani youth-led ventures driven not only by profit, but also by wellness, sustainability, and responsible innovation.
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