With a rise in conscious beauty choices, green beauty brands like Matia Natural are blending tradition with modern science to reflect their passion for clean beauty. Founded by Nada El Amrani, the brand is her commitment to providing natural and effective skincare solutions, sourcing the best ingredients from diverse cultures globally. The thoughtful modern formulations at Matia Natural are creating effective skincare solutions, catering to a wide range of skincare needs worldwide.
Early Life And Educational Background
Holding a bachelor’s degree in Business Administration, Nada El Amrani pursued her studies in the United States. Her career initially began in the banking and real estate sectors, where she gained valuable professional experience. However, after getting married, Nada El Amrani decided to switch her role and completely focus on her family and raising her three daughters.
Speaking about that period, Nada El Amrani shares, “Despite stepping away from work, I never stopped exploring ways to find my true passion—something meaningful that could benefit both people and my community while also bringing me joy. In 2019, I discovered my interest in green and clean beauty. This ignited a desire to create something purposeful, so I pursued a diploma in organic skincare formulation and became a certified skincare formulator. By 2021, I turned this passion into reality by launching Matia Natural, a clean beauty brand dedicated to providing natural and effective skincare solutions.”
More About Matia Natural
Matia Natural is a homegrown UAE green beauty brand that beautifully blends tradition with modern science. With a philosophy to celebrate the richness of global heritage, Nada’s brand sources powerful ingredients from diverse cultures worldwide. She shares, “We use turmeric from South Asia, frankincense from the Middle East, Moroccan Nila from North Africa, and matcha and rice from East Asia. These heritage ingredients are thoughtfully incorporated into modern formulations, creating effective skincare solutions that address concerns such as dark spots, acne, dullness, and dryness.
Our brand model draws inspiration from the UAE itself, a country where over 200 nationalities coexist in peace and harmony. Similarly, Matia Natural reflects this unity by bringing together ingredients and traditions from across the globe to create products that cater to a wide range of skincare needs, all while remaining rooted in the values of sustainability and clean beauty.”
Passion Above All
A successful leader in the green beauty industry must be deeply knowledgeable and well-informed about the latest scientific research and advancements in skincare formulation. Nada believes that the understanding of ingredients and activities is crucial for a leader to create effective and safe products that truly benefit the consumer.
Nada lets us know that to be a leader, passion is an essential quality, beyond expertise. A leader should genuinely aim to add value—not just to individuals but also to the community and the industry as a whole. Transparency is another cornerstone of success in this field. It’s vital to prioritize honesty over profit, avoiding overpromises or false claims that can erode trust. Instead, a successful leader must focus on conveying the right message: that natural skincare is not just a product choice but a lifestyle built on long-term well-being and mindful living.
“Moreover, adaptability and a willingness to listen are key. As consumers grow increasingly conscious and demanding, a leader must stay attuned to their needs while balancing innovation and sustainability. Ultimately, success comes from fostering a genuine connection with people and delivering products that are authentic, effective, and aligned with their values.” She further adds.
Adaptability Amidst Tech-Driven Changes
With fast-paced digital evolution, every industry is undergoing a massive transformation. Matia Natural has embraced the digital revolution by integrating technology into its daily operations, especially in how it creates and shares content. Nada mentions, “Artificial Intelligence plays a vital role in helping us craft engaging social media videos and posts that resonate with our audience. By leveraging AI tools, we can streamline the creative process and ensure our content reflects the values of green beauty while being visually appealing and informative.”
Social media platforms also play a crucial role in solidifying the presence of any business online. Nada El Amrani adds, “Social media has been a cornerstone of our digital presence, enabling us to connect directly with our customers, share our journey, and educate them about the benefits of natural skincare. Through these platforms, we can stay authentic while reaching a wider audience. Additionally, we use digital tools to stay informed about industry trends, consumer preferences, and the latest innovations in skincare formulation. This ensures that we not only adapt to the evolving digital landscape but also remain at the forefront of green beauty, delivering products and experiences that align with our customers’ values.”
Message To Beginners
Addressing the beginners in the green beauty field, Nada El Amrani shares, “My advice to anyone starting in this field is to first focus on your ‘why.’ Ask yourself why you’re creating this business, and let the answer be rooted in how your business will benefit people, your community, and the world as a whole. A purpose-driven approach, one that prioritizes serving others, will not only guide your decisions but also set your brand apart.
Second, be people and community-oriented. Understand what people truly need and how your business or product can meet those needs in a meaningful way. Third, surround yourself with the right team—individuals who share your values and are equally passionate about your mission.
Fourth, remember that you can’t be everything to everyone. Define your ideal customer and focus on serving them with excellence rather than trying to appeal to a broad audience. Lastly, be patient. Building something meaningful takes time. Have faith, trust the process, and don’t rush to see results. When your purpose and cause are higher than just making a profit, success will come naturally as a result of your authenticity and dedication.”
Follow Nada El Amrani on LinkedIn.
Find Matia Natural on their website https://www.matianatural.com
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