Mona Hussein Ali, Founder of Naturally Number One Cosmetics, is building a distinctive presence in the beauty industry by combining the power of natural ingredients with scientific research. Her entrepreneurial journey began with a personal search for safer and more effective skincare and haircare solutions, eventually leading her to develop products in her own kitchen and laboratory. Today, Naturally Number One Cosmetics reflects her vision of creating clean, science-backed beauty solutions that prioritize safety, effectiveness, sustainability, and long-term wellbeing.
What inspired you to establish Naturally Number One Cosmetics, and how did your entrepreneurial journey begin?
Mona Hussein Ali: My inspiration for establishing Naturally Number One Cosmetics came from my own personal skincare and haircare journey. When I was younger, I chose products mainly based on well-known brands, assuming they were effective as long as they kept my skin hydrated. However, as time passed, I began to notice signs of aging, including wrinkles and hair thinning.
While in the UK, I searched extensively for products that could effectively address these concerns, but despite trying many options available on the market, I was disappointed with the results. This experience led me to examine the ingredient lists more closely for the first time. As a scientific researcher, I recognized that some commonly used ingredients and preservatives could have undesirable effects with long-term use. I became determined to develop natural, effective formulations that delivered real results without relying on harsh chemicals or unnecessary preservatives.
My entrepreneurial journey began at home, where my kitchen became my laboratory. I dedicated my time to researching, experimenting, and formulating natural skincare and haircare products using carefully selected ingredients. My family members were my first testers, followed by friends and neighbours. Their positive feedback, along with the visible improvements they experienced, gave me the confidence and motivation to continue refining my formulations.
What started as a personal quest to solve my own skincare and haircare concerns gradually evolved into Naturally Number One Cosmetics—a brand committed to creating natural, science-based products that promote healthy skin and hair while prioritizing safety, quality, and long-term wellbeing.
Your brand combines the power of nature with scientific research. What motivated this philosophy, and how do you ensure your products deliver both safety and effectiveness?
Mona Hussein Ali: My philosophy of combining nature with scientific research was motivated by a personal challenge: I was unable to find skincare and haircare products that were truly pure, free from harsh chemicals and synthetic preservatives, yet effective enough to address my aesthetic concerns. This gap in the market inspired me to create Naturally Number One Cosmetics.
As a scientific researcher, I believe that natural ingredients can deliver powerful results when they are selected and formulated correctly. Every ingredient used in our products is carefully chosen, precisely titrated, and incorporated at specific concentrations so that the ingredients work synergistically while remaining as pure as possible. This approach helps us maximise both safety and effectiveness.
Our formulations are highly complex—reflecting years of dedication, research, and experimentation—and some contain up to 70 carefully selected natural ingredients. Each formulation has been developed, refined, and tested over a period of more than 10 years of research and development to ensure it meets our standards for quality, safety, and visible results.
At Naturally Number One Cosmetics, our goal is to provide products that harness the best of nature, supported by scientific knowledge, to promote healthy skin and hair in a safe and effective way.
The beauty and skincare industry is highly competitive. What makes Naturally Number One different from other skincare and haircare brands in the market?
Mona Hussein Ali: The beauty and skincare industry is highly competitive, particularly in the UAE, where many internationally recognized brands have a strong market presence. However, Naturally Number One Cosmetics stands apart through its commitment to purity, scientific innovation, and multifunctional formulations.
Our products are made using carefully selected natural ingredients and are free from harsh chemicals and synthetic preservatives. One of our greatest achievements is developing formulations that remain stable and effective with a shelf life of up to two years without relying on conventional chemical preservatives.
Another key differentiator is our multifunctional approach. Rather than requiring customers to purchase multiple products for different concerns, our formulations are designed to deliver several benefits in one product. For example, our whitening cream helps reduce pigmentation and blemishes, brightens the complexion, provides anti-ageing benefits, and offers SPF 50+ sun protection. This simplifies skincare routines, reduces product waste, and supports a more sustainable lifestyle.
Similarly, our haircare products are formulated to target multiple concerns. They help reduce hair fall, support healthier hair growth, and are designed to assist individuals experiencing thinning hair, baldness, and alopecia in both men and women. Many customers report noticeable improvements within the first two weeks of use.
Our skincare formulations are also designed to deliver visible improvements in skin texture and signs of ageing within a relatively short period. This is made possible by our proprietary formulation approach to breakdown the essential anti-aging elements of collagen and elastin via a natural process, unique to naturally number one, to specific sizes that allow their fast absorption into the deep layers of the skin, without the need for artificial transport enhancers,
At Naturally Number One Cosmetics, we believe that consumers should not have to choose between natural ingredients and effective results. By combining scientific research with the power of nature, we have created products that are pure, innovative, multifunctional, and designed to deliver real, lasting results.
Consumer preferences are constantly evolving. How do you stay ahead of industry trends while continuing to innovate your product range?
Mona Hussein Ali: At Naturally Number One Cosmetics, innovation is a continuous process driven by research, consumer needs, and our commitment to developing safe, natural alternatives. Rather than simply following industry trends, we focus on identifying gaps in the market and creating solutions that meet the evolving preferences of consumers.
We invest heavily in research and development to expand our product range with formulations that are both effective and free from harsh chemicals and synthetic preservatives. For example, we have developed a natural shampoo and leave-in conditioner that are completely free from harmful chemicals and preservatives. These products are currently in the final stages of preparation and will soon be launched to complement our existing haircare range.
We also recognise the growing demand for natural skincare and haircare products among younger consumers. Today, many children and teenagers begin using beauty products at an early age, yet there are limited options that are both gentle and truly natural. In response, we are currently developing a dedicated range specifically for children and young adults, using carefully selected natural ingredients that are suitable for their developing skin and hair,offering a natural Sun Protection factor (SPF) of 50+
Our vision is not only to respond to current consumer preferences but also to anticipate future needs by offering innovative, science-based natural products that promote healthier skincare and haircare choices for every generation.
Sustainability and clean beauty have become major priorities for consumers. How does your brand incorporate natural ingredients, responsible sourcing, and environmentally conscious practices?
Mona Hussein Ali: Sustainability and clean beauty have always been at the heart of Naturally Number One Cosmetics. Our mission is to create products that are not only effective but also kind to people and the environment.
We carefully source the purest possible natural ingredients from around the world while also supporting local suppliers whenever suitable ingredients are available. Every ingredient is selected based on its quality, safety, and performance to ensure our formulations remain as natural as possible without compromising effectiveness.
One of our key achievements is developing products with a shelf life of up to two years without relying on conventional synthetic preservatives. This reflects our commitment to clean beauty while maintaining product stability and quality.
Our multifunctional formulations also contribute to sustainability. By designing products that address several skincare or haircare concerns at once, we reduce the need for consumers to purchase multiple products. This helps minimise packaging waste, lowers resource consumption, and reduces the overall environmental footprint.
Environmental responsibility extends to our packaging as well. We use reusable and sustainable bottles and encourage customers to return their empty containers. As part of our refill and recycling initiative, customers receive a discount on their next purchase when they return used packaging, helping to reduce waste and promote a circular economy.
In addition, all of our products are developed and manufactured in-house in our own laboratory. This allows us to maintain strict quality control, minimise unnecessary transportation during production, and ensure that every product meets our high standards for purity, safety, sustainability, and performance.
As a woman entrepreneur leading a growing cosmetics company, what challenges have you faced, and what lessons have helped you overcome them?
Mona Hussein Ali: As a woman entrepreneur, I have found the UAE to be a welcoming and supportive environment for business. The country’s entrepreneurial ecosystem, government initiatives, and openness to innovation have provided valuable opportunities for businesses like Naturally Number One Cosmetics to grow.
As a solo founder, however, my greatest challenge has been competing with large, well-established international brands that have significant marketing budgets and widespread consumer recognition. Building trust as a new brand required patience, persistence, and confidence in the quality of our products.
To establish credibility, our products have been evaluated and tested by dermatologists, doctors, and clinicians over an extended period, and we have received very positive feedbacks. Most importantly, once customers experience our products, many become repeat purchasers and loyal advocates for our brand. This has reinforced my belief that product quality and customer satisfaction are the strongest foundations for sustainable business growth.
Marketing has also been one of our biggest challenges. Without the resources of global brands, we have focused on building awareness through networking, participating in exhibitions and industry events, and engaging directly with consumers. Selecting the right brand ambassadors and influencers has been another important learning experience. Rather than focusing on popularity alone, we carefully choose individuals whose values align with our brand and who genuinely believe in our products.
Today, Naturally Number One Cosmetics continues to expand its reach through multiple sales channels. Our products are available on major e-commerce platforms, including Amazon and Noon, through our official website, at our retail outlet in Dubai Mall, and in selected pharmacies and clinics.
One of the greatest lessons I have learned is that perseverance, authenticity, and unwavering belief in your vision are essential for success. Building a trusted brand takes time, but by consistently delivering high-quality, science-based natural products and listening to our customers, we continue to grow and strengthen our position in the market.
Technology and Artificial Intelligence are transforming many industries, including beauty. How do you see AI influencing product development, personalized skincare, and customer experience in the coming years?
Mona Hussein Ali: Artificial Intelligence is transforming the beauty industry in many exciting ways, and I believe it will play an increasingly important role in product development, personalised skincare, and customer engagement.
For Naturally Number One Cosmetics, AI presents opportunities to make natural skincare even more accessible and personalised. AI-powered skin analysis tools can assess an individual’s skin type, hydration levels, pigmentation, wrinkles, and other concerns, allowing us to recommend the most suitable products based on each customer’s unique needs rather than a one-size-fits-all approach. This will help customers achieve better results while improving their overall experience.
AI is also empowering consumers to make more informed purchasing decisions. Today, several mobile applications can analyse product ingredient lists and identify whether formulations are clean, natural, or contain ingredients that some consumers may wish to avoid. This growing transparency aligns perfectly with our philosophy of creating products that are free from harsh chemicals and synthetic preservatives.
From a business perspective, AI has also transformed marketing and customer communication. It enables us to create high-quality promotional content more efficiently, reducing the time and cost associated with traditional photography, video production, and advertising campaigns. This allows emerging brands like Naturally Number One Cosmetics to compete more effectively with larger companies while maintaining a strong digital presence.
Looking ahead, I also see AI supporting research and development by analysing scientific data, identifying promising natural ingredients, and helping optimise formulations more efficiently. However, while AI can accelerate innovation, I believe it should complement—not replace—scientific expertise and practical formulation experience.
At Naturally Number One Cosmetics, our vision is to combine the intelligence of technology with the power of nature. By embracing AI while remaining committed to scientific research, natural ingredients, and customer wellbeing, we can continue to develop innovative, personalised, and effective skincare and haircare solutions for the future.
What has been the most rewarding milestone in your entrepreneurial journey so far, and what achievement are you most proud of?
The most rewarding milestone in my entrepreneurial journey has been being appointed as a Board Member of the Perfume and Cosmetics Group at the Dubai Chamber of Commerce. As the founder of a pioneering UAE manufacturing company specialising in natural skincare and haircare products, it is a tremendous honour to be recognised by the industry and entrusted with contributing to its future development.
This appointment represents more than a personal achievement—it reflects the credibility, innovation, and dedication behind Naturally Number One Cosmetics. It is especially meaningful because it demonstrates that a home-grown UAE brand built on scientific research, natural ingredients, and perseverance can earn the respect of industry leaders.
I am also proud that Naturally Number One Cosmetics has received recognition and awards from various organisations for its innovation and commitment to quality. While these accolades are deeply appreciated, my greatest achievement remains the positive impact our products have had on our customers. Hearing how our formulations have helped improve their skin, restore their confidence, and address long-standing hair and skincare concerns is the most rewarding aspect of my entrepreneurial journey.
These milestones inspire me to continue innovating and to strengthen the UAE’s position as a leader in natural, science-based cosmetics.
What is your long-term vision for Naturally Number One Cosmetics, and what exciting developments can customers expect in the future?
Mona Hussein Ali: Our long-term vision is to live up to our name and establish Naturally Number One Cosmetics as a leading global brand in natural skincare and haircare, recognised for combining the power of nature with scientific innovation. We are committed to continuously developing products that are safe, effective, and free from harsh chemicals and synthetic preservatives while delivering exceptional results.
Innovation remains at the heart of our company. We have an exciting pipeline of new products currently in development, including a natural hair straightening cream, a natural hair dye, and an expanded range of skincare and haircare products. We are also developing a dedicated collection for children and other vulnerable members of the society.
As we continue to grow, we aim to expand our presence in regional and international markets, invest further in research and development, and introduce even more innovative formulations that simplify beauty routines while promoting healthier skin and hair.
Our journey has only just begun, and we are excited about what lies ahead. We invite our customers to stay connected with us—there are many exciting innovations on the horizon, and the best is yet to come.
Finally, what advice would you like to share with aspiring entrepreneurs, especially women, who dream of building a successful global beauty brand?
Mona Hussein Ali: My advice to aspiring entrepreneurs is to begin this journey only if you are truly passionate about what you do and have a genuine purpose to serve society. Building a business is rewarding, but it also requires resilience, patience, and unwavering commitment.
There will be many challenges, setbacks, and moments of self-doubt. However, every obstacle is an opportunity to learn, improve, and grow. Success rarely happens overnight—it is built through perseverance, continuous learning, and believing in your vision even when others may not.
Never give up. Keep trying, keep learning, and keep improving. If you create something that genuinely adds value and positively impacts people’s lives, your passion and dedication will eventually be recognised. Stay focused on your purpose, trust the process, and remember that persistence is often the key difference between success and failure.
Conclusion
Looking ahead, Mona Hussein Ali remains focused on taking Naturally Number One Cosmetics to regional and international markets while continuing to invest in research, innovation, and new product development. Her journey demonstrates how personal experience, scientific curiosity, persistence, and a clear commitment to quality can transform an idea into a growing beauty brand. As Naturally Number One Cosmetics enters its next chapter, Mona’s vision remains firmly rooted in one goal: creating natural beauty solutions that make a meaningful difference in people’s lives.
