From Influencer To Entrepreneur: Narin Ammara Charts Her Transition From Digital Creator To Startup Founder

With more than 50 million followers across her social media channels, Narin Ammara was certainly in an enviable position—at least from a marketing standpoint—when she launched her brand, Narins Beauty, in the UAE in September. But the Syrian-Swedish influencer is also keen to highlight that her label is more than just a business move for her.

“I launched Narins Beauty because I wanted to create something big, with meaningful impact,” Ammara explains. “I wanted to create a brand that would still have a content focus, as that’s my background, and something that truly represents my generation. Growing up, I realized that Gen Z in our region wasn’t fully represented in the beauty world. The products and campaigns didn’t speak to us, our needs, or our values in an authentic way. My personal motivation thus came from my online community. Over 10 years, we’ve built a relationship that has been based on trust and transparency. They have made me realize that I could build something meaningful, that speaks to them authentically, and fill the gap by giving the Gen Z of our region a brand they can truly see themselves in.”

Narin Ammara has launched Narins Beauty with the BunBun Lip Jelly Tint as her brand’s first product drop. 

Now, building a brand out of community connection is one thing—but learning to run it has been another challenge altogether for Ammara. “Life today is definitely different—it’s more demanding, more complex, and my responsibilities are much bigger,” she admits. “As an influencer, success often comes at a faster pace, but as an entrepreneur, it’s about building a brand with long-term and sustainable impact. The good side is the impact—seeing a product I created being loved by people is the most rewarding feeling. The challenging side is that things take time—you need patience, strategy, and a strong team. My long-term vision for Narins Beauty is to grow into a global brand from the Middle East, built on authenticity, inclusivity, and innovation.”

To fulfill that vision, Ammara knows that her background as a content creator will come in handy—but she’s also keen to lean into her entrepreneurial persona. “As an influencer, I understand the importance of engagement and visibility, but as a founder, I know that customers want credibility and value,” Ammara says. “So, I balance both by rooting myself in authenticity. The content we create for Narins Beauty isn’t just for clicks—it’s to educate, inspire, and connect with people. That way, we’re not chasing algorithms; we’re building brand love and loyalty.” This, in the end, is the advice she wants to tell other founders aspiring to follow her lead. “My advice to other entrepreneurs is: don’t confuse attention with trust,” she declares. “Focus on your community, not just your reach. If people trust you, they will stay by your side for the long term.”

Pitcured in the lead image is Narin Ammara, founder of Narins Beauty. All images courtesy Narins Beauty.

This article first appeared in the October 2025 issue of Inc. Arabia. To read the full issue online, click here.