The Power Of Pause: Youmna Khoury, Founder, Youmi Beauty – Entrepreneur

The Power Of Pause: Youmna Khoury, Founder, Youmi Beauty – Entrepreneur

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When Youmna Khoury founded her Lebanon-based cosmetic brand Youmi Beauty in 2017, she had a clear end goal in mind. "My vision for Youmi Beauty was for it to become a global cosmetic brand driven by empowering and celebrating the individuality of women, both today and tomorrow," she says. "Ultimately, my vision remained the same throughout my journey. However, I realized that if I wanted to turn my dream into reality, I needed to pause my business to re-strategize and provide products not available in the region."

The "pause" Khoury alludes to came about towards the end of 2019, just before the onset of the coronavirus pandemic. At the time, Khoury's brand was known as Youmi Online Shop, an e-commerce platform that sold colored eye contact lenses to consumers in the Middle