Hadeel Fayek, a 2024 Africa Business Heroes (ABH) Top 10 finalist, is transforming Africa’s beauty industry with her skincare brand, Joviality.
Founded in response to her own challenges with sensitive skin, Fayek’s brand offers an innovative solution using Africa’s purest natural ingredients to create safe, sustainable products for skin, hair, and nails.
Fayek’s journey began with her own experiences; like many people, she faced irritation and adverse reactions from mainstream beauty products laden with harsh chemicals.
Motivated to find better options, she pursued a pharmacy degree to master cosmetic formulation. This background inspired the launch of Joviality, a brand committed to natural beauty solutions that blend Africa’s rich botanical resources with scientific expertise.
Fayek describes her vision, saying in a video posted on ABH’s Instagram page:
“What I wanted was for Africa to be the leading continent in the natural beauty industry using the incredible resources that we have right here.”
Since its founding, Joviality has grown from a single nourishing nail oil to a beauty powerhouse boasting over 120 products and a customer base that spans more than a million users.
With 14 stores across Egypt, the brand serves as a testament to Fayek’s mission of empowering Africans to feel confident in their skin and hair.
As Fayek prepares to join other finalists at the Africa Business Heroes Summit in Kigali, Rwanda, this December, she is confident that Joviality is more than a brand—it’s a movement to reframe Africa’s role in the global beauty industry.
