In a world where beauty trends evolve at lightning speed and new brands emerge daily, few manage to build a truly impactful presence. One name that stands out is Youmna Khoury — a Lebanese-born entrepreneur, influencer, and the visionary behind Youmi Beauty. What began as a passion project has blossomed into a globally recognized beauty brand, a philanthropic foundation, and a symbol of authenticity in the influencer space.
Youmna’s journey began in 2017, not with a business plan, but with a simple desire to connect. Starting as a beauty and lifestyle influencer, she grew her platform organically by sharing relatable, real-life content. Whether it was her morning routine, her travels, or her insights on relationships and personal growth, Youmna built a loyal following by offering more than just aesthetics — she offered value.
What made her stand out wasn’t just the content, but the way she approached it. She never glamorized a perfect life. Instead, she opened up about both her highs and lows, making it a point to show the full spectrum of life behind the screen. This honesty resonated with millions, quickly growing her follower count to over 7 million.
As her audience grew, so did their curiosity. Fans began asking about the products she used — from makeup to hair tools to contact lenses. Rather than just recommending others’ brands, Youmna saw an opportunity to create her own. Thus, Youmi Beauty was born.
She started small — a single contact lens color called “Special” in limited quantities. But within days of the launch, the product sold out. The overwhelming demand was proof that Youmna had struck a chord. From that point on, she was committed to building a brand rooted in quality, affordability, and most importantly, authenticity.
The early years were not without challenges. Youmna spent two years in product development, testing various formulas to meet her own high standards — especially because she herself has sensitive, dry eyes and needs lenses with power. She refused to release anything she wouldn’t personally use, even if that meant delays. For her, comfort and quality always came before profit.
In 2022, Youmi Beauty officially expanded its contact lens line, introducing seven natural-looking shades designed to enhance without overpowering. What sets them apart is their barely-there look — lenses that transform the eye color subtly without appearing artificial. Today, Youmna proudly claims it’s the only brand she can wear all day without irritation — not out of bias, but from lived experience.
About her brand:
The brand didn’t stop at lenses. It soon grew to include hair extensions and styling tools, again emphasizing premium quality at an attainable price. Every aspect of the customer journey — from product design to packaging to delivery — is thoughtfully considered. Youmna ensures that even the smallest details, like luxurious packaging, reflect the care behind the brand.
After building the brand in Lebanon, Youmna made the strategic move to base operations in Dubai — a city that matched her ambition for global reach. With a full rebrand and a broader vision, she’s expanded into e-commerce, understanding the evolving buying habits of her young, tech-savvy audience.
What truly elevates Youmi Beauty beyond the typical start-up is its commitment to giving back. Through the Youmi Foundation, 25% of all sales go toward charitable efforts. In 2024 alone, the foundation took responsibility for supporting the education of 5,000 students — a cause that’s especially close to Youmna’s heart, given her Lebanese roots. Despite her success in Dubai, she remains connected to her homeland and is determined to use her platform to make a real difference.
“You have to do something special,” is one of Youmna’s guiding principles — and advice she gives to aspiring entrepreneurs. “Don’t copy others. If you’re not going to offer something unique, wait. Wait until you have something people truly need — something valuable, at a good price, and with great quality.”
