Curly & confident

UAE-based hair care startup Zaphira Nature is created to meet the needs of women with textured hair – tailored keeping in mind the MENA region’s weather patterns – giving them a reason to celebrate their individuality by embracing the uniqueness of their curly hair.

Every brand has a backstory, and usually that story revolves around an urge to solve a problem. UAE-based startup Zaphira Nature’s backstory is no different. It started with the desire to solve a real-life problem that the founder faced – lack of the right product to care for her curly hair.

An Algerian herself, Zaphira Nature Founder, Hanane Bouchouicha-Sykora comes with a deep understanding of what it takes to care for textured hair, especially in a region known for its harsh weather patterns. Based on her personal experience, she founded Zaphira Nature to plug a gap in the market by offering sustainably made products (currently) for women with textured hair.

Zaphira Nature at a glance

• Launched in 2024
• Products are made in the UAE with 100% vegan and clean ingredients
• Flagship product: Souffle Méditerranéen

Spotting a gap in the market

“When I first came to the UAE, I spent a couple of years trying out over 15 hair care products. But I didn’t find a good solution for my curly hair. The water and the weather didn’t help either,” Hanane shared.

When she asked other women with textured hair if they faced similar issues, Hanane realised that their experience was like hers. Interestingly, she also learnt that the same hair care product worked differently in different locations, such as Algeria, the UAE and England based on the weather patterns. She understood that there was a clear gap for hair care products built for textured hair, particularly for the local market.

However, does data support the brand claim?

“If you look at the total population of the GCC, considering demographic breakdown, around 40% of women in the region have textured hair. While that percentage varies from country-to-country, the total addressable market is considerably large. Additionally, this is a younger demographic with a high spending capability, making the region a melting pot for our products,” explained Alain Sykora, Co-Founder of Zaphira Nature.

What makes the product unique?

Product formulation is an area that Hanane spent a lot of time on developing a range that’s clean, effective and promotes self-care. “It took me almost five months to just understand what I could add as key ingredients suitable for this climate to make the product shelf stable yet clean and desirable,” she admitted.

The brand uses natural and essential oils such as ylang-ylang and argan to hydrate, protect and enhance textured hair. In addition, staying true to its vision, the brand promotes eco-friendly practices with recyclable packaging.

Asked when a user opens a bottle of a Zaphira Nature hair care product, is there an instant surprising element?

“The smell,” Hanane responded with a chuckle.

Growth goals

On top of its own direct-to-market channels, Zaphira Nature has finalised its first distribution deal with a regional specialist and is in talks with another omnichannel distributor. The brand will also consider mass retail channels such as salons and pharmacy chains.

“Growth is a moving target,” Alain observed, “and we’re in this for the long haul. We are investing to build a sustainable brand. Our journey started in the UAE, a market that we will focus on to build a strong presence before venturing into other promising markets including Saudi Arabia.”

Zaphira Nature has created a product roadmap aligned with local customs, traditions as well as ingredients.

Does this roadmap include products for men and children?

“We have definitive plans to create a range of products for men and children. These will not only cater for regional consumers but the sizeable section of African diaspora with textured hair in several markets in Europe including France, Spain as well as untapped markets such as India,” Alain concluded.