How Deena Alawaid Built a Haircare Empire on Teamwork and Vision
Deena Alawaid, a session stylist and entrepreneur, has made a name for herself in the hairstyling industry. Her brand, Collective Haircare, was built to simplify professional-level styling at home. Behind its success lies a story of teamwork, resilience, and a clear vision for filling a market need.
Alawaid's journey began with strong influences from her parents and mentors. After moving to the UAE, she worked alongside inspiring women who helped her establish her own business. Their support, combined with her determination, laid the foundation for Collective Haircare.
The idea for the brand came from a simple observation: many people struggled to maintain salon-quality hair at home. Alawaid saw an opportunity to create easy-to-use products that didn't compromise on professional results. The first item, a wax stick, quickly gained praise from clients, proving the concept worked. Over time, Alawaid's reputation grew, leading her to work with high-profile figures like the Hadid sisters and Huda Kattan. Despite their fame, she treated every client with the same level of care. Her approach reflects a core belief—success comes from hard work, not just connections. For aspiring stylists and entrepreneurs, Alawaid stresses the importance of perseverance. Rejection is part of the process, she notes, and learning to push through setbacks is key. She also credits her team, insisting that no achievement is solo. Their talent and collaboration have been vital to Collective's growth. Today, the brand continues to evolve, aiming to redefine at-home haircare. Alawaid remains focused on innovation, ensuring her products stay accessible yet professional-grade.
Collective Haircare has carved out a space in the beauty industry by addressing a common frustration. Alawaid's emphasis on teamwork, resilience, and quality keeps the brand moving forward. With a growing client base and a clear mission, her influence on hairstyling shows no signs of slowing down.
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