In a beauty industry increasingly crowded with bold claims, fleeting trends, and influencer-driven marketing, Inaas Abdalla has built her businesses around a different philosophy—one rooted in science, transparency, and genuine consumer needs. A British entrepreneur with Middle Eastern roots, Abdalla’s journey into beauty was shaped not by a conventional career path but by a lifelong fascination with biology and a determination to understand how products affect the people who use them. Living with type 1 diabetes also gave her a heightened awareness of ingredients, formulations, and the importance of making informed choices, experiences that would later influence her approach to entrepreneurship.
Today she runs two businesses that reflect that same starting point. Inês Cosmetics is a cruelty-free beauty brand offering skin-safe, ethically crafted products inspired by her Middle Eastern heritage. InêSKN is a specialist skin consultancy focused on melanin-rich skin, built on science rather than marketing claims. She is also a certified AI Mastery practitioner and a published voice in outlets including The Sun. We spoke with her about what it takes to build something real in an industry full of noise.
The Foundation
Inaas Abdalla traces everything back to a childhood defined by scientific curiosity. She says, “Growing up, I had a huge passion for science and understanding biology, genuinely, unapologetically nerdy. That curiosity about how things work never left me. Studying in both the Middle East and the UK completely broadened my horizons in ways I didn’t fully appreciate until much later.”
Abdalla added, “Being immersed in two very different cultures and education systems taught me to look at the world from multiple angles, to question things, notice inefficiencies, and constantly ask why aren’t we doing this better? Even the most mundane everyday challenges became interesting problems worth solving. That mindset is really what laid the foundation for everything I’ve built since.”
The Business Today
When asked where the company stands, Inaas Abdalla is candid about how much road still lies ahead, and why that excites her.
“I still feel like I’m in the early stages of building, and I mean that in the most exciting way possible. There’s so much still to create, so many milestones still ahead. But when I look back at where I started compared to where we are now, the growth is undeniable. The team has expanded significantly, people who genuinely believe in what we’re doing and who add real value to the mission. The reach has grown too, across markets and communities I didn’t even have on my radar in the beginning. Every stage has brought new lessons, new challenges, and new proof that this is working. We’re very much in motion, and the best chapters are still being written.”
Growing Two Brands With One Mission
For Inaas Abdalla, the work carries a purpose that extends well beyond individual products or clients.
She said, “My businesses are tackling a pain point that is both deeply personal and much bigger than just one consumer, the shift toward clean, cruelty-free solutions that are actually grounded in science. There is so much noise in the beauty and wellness space, so many brands making claims without the substance to back them up. What I’m building is different because it’s rooted in real knowledge, real research, and a genuine commitment to doing things the right way. That’s not just good for my customers, it contributes to a wider shift toward more conscious, ethical, and scientifically-informed choices. I want the ecosystem I’m part of to be known for integrity and innovation, and that starts with what each of us brings to it.”
Inaas Abdalla On What It Takes
Inaas Abdalla does not romanticize entrepreneurship. When it comes to what qualities matter most, her answer is grounded and direct.
“Stubbornness, consistency, and patience. And I don’t say stubbornness lightly, I mean the kind of determination that keeps you going when everything around you is telling you to stop. This industry will test you. You will face setbacks, self-doubt, slow seasons, and moments where you question everything. The people who make it through are not always the most talented or the best resourced, they’re the ones who simply refuse to give up. Consistency builds trust, with your audience, your customers, and yourself. And patience is arguably the hardest of the three, because real, sustainable results take time. In a world obsessed with overnight success, patience is genuinely a competitive advantage.”
Why AI Became Part of the Strategy?
Rather than reacting to the rise of AI, Inaas Abdalla made a deliberate choice to understand it. To this she says, “I made a deliberate decision to invest in understanding technology rather than just reacting to it. I spent almost a year studying AI Mastery at Mindvalley, and that experience fundamentally shifted how I think about and operate my businesses.”
Inaas told, “It wasn’t just about learning tools, it was about developing the ability to understand why the technological landscape is changing, and what that means for how we build, communicate, and grow. Since then, AI has become woven into how I manage my companies, from content creation to strategy to day-to-day operations. What would have taken enormous time and resources before 2021 is now far more streamlined. The businesses run smarter, and I’m able to focus on the things that actually require my unique thinking.”
Advice for the Next Generation of Founders
Inaas closes with the advice she wishes more people took seriously before spending their first pound or dirham.
She answered, “Research. And then research again. Never put yourself in a position where you have invested significant money, time, or energy into something without truly understanding the market you’re entering. That means understanding your personas, not just who your customer is on paper, but what keeps them up at night, what they’ve already tried, what they wish existed. It means understanding the competitive landscape well enough to know not just how to be different, but how to be genuinely needed. The market is full of people with solutions. What it’s hungry for is real problem solvers who have done the work, who understand the nuance, and who show up with something that actually matters. Do that work first. Everything else becomes easier when your foundation is solid.”
Follow Inaas Abdalla on LinkedIn and on Instagram at @inescosmeticsltd and @inescosmeticsme. Learn more about InêSKN at ineskn.co.uk.
Read more: Kassem Lahham’s Vision to Reshape the Financial Sector
