Zaphira Nature, the first UAE-born brand dedicated to clean, natural care for textured and curly hair, has launched its ambitious 50 Salons Initiative — a programme set to transform the way curls are seen, styled, and celebrated across salons in the Emirates.
Through live demonstrations, in-salon consultations, and a growing network of retail partnerships, the initiative aims to bring curl education and eco-conscious textured hair care into 50 salons by the end of 2025.
The programme builds on Zaphira’s existing collaborations with pioneering partners such as Locks by Lulu, Bianco Spa, and Refresh Ladies Salon, and seeks to expand this momentum across the UAE.
“Curls are everywhere in this region — but for too long, women have been told to hide them, straighten them, or simply cope with products that weren’t made for them,” said Hanane Bouchouicha, founder of Zaphira Nature. “The 50 Salons Initiative is about rewriting that story. We want salons to become knowledgeable, confident spaces for textured hair — and for women to feel that their beauty is fully part of the conversation.”
Bringing Curls Into the Spotlight
The 50 Salons Initiative is designed around experiences, education, and inclusivity rather than just product placement. It will include:
- Live curl demonstrations and events hosted in salons, sparking open conversations around textured hair.
- Personalised curl consultations, giving women tailored advice and care routines.
- Training and resources for stylists, ensuring they feel confident in working with all curl types.
- An accessible retail model, with no upfront investment for salons, 50% profit margins on restocks, and same-day UAE delivery.
A Beauty Market in Transformation
According to the Beauty World Middle East 2024 Report, the regional beauty and personal care market is valued at $46 billion and projected to grow to $60 billion by 2025, with haircare showing strong double-digit growth. Textured hair care and clean beauty are among the fastest rising categories, reflecting a generational shift toward inclusivity, sustainability, and ingredient transparency.
“Salons are the heart of beauty culture in the Middle East,” Hanane added. “When they embrace curls — through training, retail, and conversation — it changes how women see themselves. It’s not just about products. It’s a cultural shift.”
Sustainability Meets Inclusivity
All Zaphira Nature products are vegan, cruelty-free, and manufactured in the UAE with sustainably sourced oils and eco-conscious packaging. By embedding sustainability into a textured-hair-first salon movement, the 50 Salons Initiative places the region’s clean beauty and inclusivity conversations side by side.
“Beauty in the UAE is evolving fast. It’s diverse, it’s global, and it’s ready for change,” added Hanane. “With the 50 Salons Initiative, we’re making sure curls are part of that future.”
