What This Entrepreneur Wishes She Knew Before Starting Out

When she was a girl growing up in the Middle East, Hanane Bouchouicha recalls struggling to find products that truly worked for her curly hair, with the humidity, heat, and hard water of the region posing additional challenges. She then spent years using harsh chemicals to straighten her hair, which was also an attempt to fit in with conventional beauty standards, until she came to a realization that her curls were something to embrace, not hide.

“That journey of self-acceptance led me to study natural cosmetics and aromatherapy, which helped me understand the science behind what my hair needed,” Bouchouicha says. “With that knowledge, I saw a clear gap in the market: high-quality, sustainable, and effective haircare products designed specifically for textured hair in this climate. So, I created Zaphira Nature – not just as a product line, but as a movement to empower people with curly hair to love and care for their natural texture.”

Having launched Zaphira Nature out of the UAE, Bouchouicha tells Inc. Arabia that building her brand – which aims to redefine textured hair care standards in the MENA region – has been an incredible journey, but it has obviously not been without challenges. Looking back on her entrepreneurial trajectory, here are four things Bouchouicha wishes she knew before she started out in this domain – other founders in the region would be wise to keep these pointers in mind as they set out to build their own businesses.

1. Perfection Can Slow You Down

“When I started, I wanted everything to be flawless before launching. But the truth is, you’ll never feel 100 percent ready. I spent so much time trying to get every detail just right that it sometimes slowed me down. I’ve learned that progress is better than perfection. Launch with what you have, gather feedback, and refine along the way.”

2. Your Network Is Your Strength

“Success isn’t just about having a great product; it’s about who you know, and who believes in your vision. Build relationships, seek genuine users to give you honest feedback, find the right mentors, and don’t be afraid to ask for help or accept feedback.”

3. Resilience Is Your Greatest Asset

“There will be setbacks, rejections, and tough days when you question everything. Keep going. Entrepreneurship is a marathon, not a sprint, and persistence is what separates those who succeed from those who don’t.”

4. Patience Is Everything

“Things always take longer than expected–whether it’s product development, funding, or brand recognition. Staying resilient, and trusting the process, is key.”

Pictures in the lead image is Zaphira Nature founder Hanane Bouchouicha. Image courtesy Zaphira Nature.

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