Alaa Youssef; Founder of Jevan Natural Products

Alaa Youssef is a woman on a mission. As the founder of the natural hair and skin care brand Jevan, she is empowering women across Egypt to embrace their natural beauty. With a master's degree in phytotherapy and a background as a pharmacist, Alaa has harnessed the power of traditional herbal remedies to create a line of products that nourish and revitalize.

Born and raised in Cairo, Alaa grew up surrounded by the rich botanical diversity of her homeland. From an early age, she was fascinated by the healing properties of plants and herbs. This passion led her to pursue advanced studies in phytotherapy, giving her a deep understanding of how to harness the restorative qualities of nature.

After working as a pharmacist for several years, Alaa felt a calling to share her expertise with others. She dreamed of creating a brand that would celebrate Egypt's herbal heritage while meeting the unique needs of women's hair and skin. And so, Jevan was born.

Today, Jevan is quickly becoming a household name in Egypt. Alaa's commitment to natural, ethically sourced ingredients and her passion for empowering women have struck a chord with customers who are eager to embrace a more sustainable and holistic approach to beauty.

In the following interview, Alaa shares the story behind Jevan, her vision for the future, and her advice for aspiring entrepreneurs who want to make a difference in their communities.

Background and Decision to Pursue a Master's Degree in Phytotherapy

My journey began as a teaching assistant in pharmacy for six years, where I developed a strong interest in natural products. This led me to pursue a master’s degree to learn more about natural remedies. Despite this, I still felt unfulfilled at that time, realizing that I needed more specialized knowledge to make a meaningful impact.

I decided to pursue a PhD, in 2020 at Cairo University, focusing on herbal hair remedies. This research gave me a deep understanding of various market products and their effectiveness. In 2023, I published two papers in international journals.

This academic journey gave me the expertise to create JEVAN. My scientific knowledge and understanding of the hair care market are the foundation of Jevan, ensuring our products are effective and based on natural remedies.

Inspiration Behind the Name “Jevan”

The name “JEVAN” means life and vitality, encapsulating our mission to give life into everything we did.

Personally, Jevan marks my journey of self-discovery and growth, symbolizing the life I’ve given to my passions. 

Professionally, it represents empowering students by bridging the gap between theoretical pharmacy studies and practical life; through my workshops in universities in Egypt infusing life into their careers. 

For JEVAN customers, our vision & mission is to embody our holistic beauty philosophy, offering high-quality products and events that enhance both external beauty and inner well-being, thus giving life to their overall wellness.

Discovering Passion for Skin and Hair Products

My journey into skin and hair products began with a profound sense of unfulfillment despite earning advanced degrees in pharmacy, especially phytotherapy. This inner conflict led me on a path of self-discovery, where I realized my true passion lay in addressing two critical gaps. 

First, bridging the gap between academic study and practical application by integrating my pharmaceutical knowledge with hands-on product development. 

Second, filling the market gap for holistic beauty solutions by combining external care with inner well-being. 

Transition from Pharmacy to the Beauty Industry

Over two years, I transitioned from pharmacy to the beauty industry, shifting my mindset and skills. I took courses in marketing, finance, and team creation, each one transforming my approach. Balancing my academic role with business development was tough. 

Gradually, my focus shifted to my business, driven by small successes and positive feedback. This journey was an emotional rollercoaster, transforming my identity and dreams through a passion for blending science and beauty.

Influence of Pharmaceutical Knowledge on Jevan

My pharmaceutical background significantly influenced the development of Jevan. understanding of ingredients gained through my studies allows me to meticulously select the formula, providing high quality. Also, the knowledge from my PhD research in herbal hair remedies further helped in develop a research-focused mindset, enabling me to collect data and scientific literature to create effective products.

Mission and Vision of Jevan

Vision: a beacon and pioneer in holistic beauty

Mission: Through our holistic beauty philosophy, we are dedicated to creating high-quality products that not only enhance external beauty but also nurture inner well-being. We aim to remind our customers of high-quality ideas and well-being through the products and events we offer, fostering a community centered around holistic beauty

Ensuring Efficacy and Safety of Products

To ensure the efficacy and safety of Jevan products, we follow a meticulous process:

1.Factory Compliance: We partner with factories that adhere to Good Manufacturing Practices (GMP) and ISO standards.

2.Ingredient Quality: Each ingredient undergoes analysis and stability testing by the factory 

3.Quality Control of final product: The factory performs tests to ensure product stability, quality, and accurate expiry dates.

4.Physical Inspection: Before launching a new batch, we conduct a complete physical inspection to check the quality and consistency of the products.

5.Regulatory Compliance: We registered our products with the Ministry of Health to  comply with all industry regulations

Biggest Challenges When Starting Jevan and Overcoming Them

Challenges:

1.Limited Resources: Starting with minimal financial and material resources.

2. Skill Gaps: Lacking business experience initially.

Overcoming Them:

1.Strategic Learning: I took courses in marketing, finance, and team hiring.

2.Mentorship: to find continuous guidance from industry experts.

3.Gradual Scaling: I began with small-scale production and reinvested profits to grow.

Evolution of the Egyptian Beauty Market and Jevan’s Positioning

The Egyptian beauty market is rapidly evolving, with increasing demand for natural and holistic products. To capitalize on these trends, Jevan positions itself by focusing on high-quality, scientifically backed, holistic beauty concerns. 

Expansion Plans for Jevan

Jevan’s expansion plans include both local and international growth. We will focus on maintaining high product standards and promoting our holistic beauty philosophy to extend our holistic beauty events to international locations, continuing to innovate and meet diverse consumer needs and preferences worldwide.

Balancing Being a Female Entrepreneur in Egypt with Running a Startup

Balancing my business involves embracing flexibility and resilience. I leverage flexible work schedules and digital tools to manage my business effectively. Building a strong support network, including mentors and peers, provides guidance and encouragement. By fostering a collaborative team culture, I empower my team to take ownership of their roles, which helps distribute the workload. This dynamic approach ensures that I can meet the demands of running Jevan while also nurturing my well-being.

Advice for Aspiring Female Entrepreneurs in Egypt

- Start by discovering your strengths and understanding your true self. This self-awareness helps you manage tasks and responsibilities without burning out. 

Accept your weaknesses and focus on your strengths to build a solid foundation. 

Entrepreneurship involves many challenges, so finding inner stability through a connection with yourself &  God is crucial. 

Learn from the principles of entrepreneurship in the Quran to gain inner strength and a visionary outlook. 

This spiritual connection provides stability and guidance, helping you navigate the entrepreneurial journey with confidence and resilience. 

This journey of self-discovery makes you unique, allowing you to know your own story and grow with it and adding a significant impact.

Role of Technology in the Future of the Beauty Industry

AI tools greatly enhance the shopping experience. Augmented Reality (AR) enables virtual try-ons, improving the online shopping process. Additionally, AI customizes product bundles for customers, answers their questions, and suggests suitable products, providing personalized advice and product recommendations. These advancements make the shopping experience more interactive and tailored to individual needs.

Long-Term Goals for Jevan

We aim to establish Jevan as a global leader in holistic beauty by continuing to expand our philosophy and product offerings. Our goal is to empower individuals to embrace their inner and outer beauty through our products and community events

Measuring Success for Jevan

Success for Jevan is measured through both business growth and social impact. 

On the business side, key indicators include revenue growth and customer retention rates. 

We also assess the performance of new product launches and marketing campaign

On the social impact side, we measure success by the positive feedback from our customers, the engagement and growth of our community events, and our contributions to promoting holistic health and beauty.