A modern day diva through and through, Areej Al Sultan is an inspirational business figure and human being. President and CEO of Beautylicious Co. WLL, Areej established Beautylicious in an effort to offer customers unique luxury brands from all over the world to the Middle East. Established in 2004, Areej expanded her operations to set the standard in the online retail field, where she partnered with her sister to launch the famous beauty website, Beauty Bar. Considered as a modern Apothecary, Beauty Bar is the ultimate online beauty destination, offering only the finest luxury brands used by high-end salons, spas, nail bars, and select retail outlets.
Although this special lady, who hardly ever wears makeup, never envisioned owning such a business, Areej always felt that the Kuwaiti market is over-saturated with commercial brands. She comments, “Our consumers are being underserved, as commercial brands spend unlimited amounts of money on marketing campaigns and overcharge customers for products that simply don’t deliver.” Opposed to traditional advertising, she stresses on the importance of delivering quality, as Beautylicious actually offers luxury products that deliver. A bespoke testament to her words includes the phenomenal following her products have acquired online and offline. By establishing a strong client base of luxurious establishments looking to feature the many product lines sourced by Beautylicious, Areej has made the business of treating the soul with the finest products the driving philosophy behind her success. Today, Beautylicious specializes in brands that are globally inspired, innovative, unique, revolutionary, eclectic, contemporary, stylish, as well as results-oriented; all of which are qualities that highly emulate Areej’s personality. Offering brands like luxury hair-care range Alterna, Image Skincare out of West Palm Beach, Bella Lucce, Zoya, Cake, Cuccio Naturale and much more, the products offered by Beautylicious are also the regular subject matter by many bloggers. As these many brands have made regular appearances on the posts of bloggers like Confashions from Kuwait and the eclectic p0ach, Areej has established an online as well as offline following of strong supporters.
One might argue that only someone exhibiting a torrid love affair with the cosmetics industry could achieve such remarkable successes, yet Areej presents quite the opposite case! Having a Master’s degree of Science in Criminal Justice, Substance Abuse Policy and Treatment, she first worked as a substance abuse counselor for seven months upon completing her studies in the US. As a 23-year-old female, she faced many challenges in the field, especially when trying to implement modern treatment modalities in the field of substance abuse, and finally resorted to staying at home and acquiring nine cats in the process. Two years later, she embarked on her journey with Beautylicious to arrive at her position today. Learning that challenges are never out of reach, Areej confronted the limitations she faced head on. She states, “ I’m always pushing forward when I’m having one of those days were I want to stay in bed and wish the whole thing would just GO AWAY; the reality is that I am responsible for all the human beings in the company; educating our clients in niche and clinical brands that actually work as opposed to ones with great marketing strategies and zero performance.”
Besides spending her time with her twelve cats, who her vet recently diagnosed as ‘most lacking in cat social skills’, Areej savors sleeping, eating, reading, and traveling to areas “people wouldn’t be caught dead in.”
What is your idea of perfect happiness?
Ok, so let’s first establish that ‘perfect happiness’ only exists in fairy tales and NOT in reality; whoever tells you they are always happy is lying. However, we can strive to be as happy as one can. That said, ‘perfect happiness’ in my world is spending time with my cats, sleeping (gives me a break from the ramblings of my brain), and eating chicken machboos. I have a very special relationship with my bed and my stomach, and NOTHING can come in the way of that.
What is your greatest fear?
If I had to choose ONE, it would have to be the one that I dream about at least twice a week: Surviving a plane crash. I’m not afraid of dying, I just DON’T want to fall ALL THE WAY DOWN. I kind of like to have my feet touching the ground. I know, I know- you can impress me with ALL the statistics on how safe flying is compared to driving. I DON’T CARE. One plane crash = 150+ people dead. Enough said. I would also like to take this opportunity to apologize to my ex-husband and his lovely wife, since I passed on this fear to him. I love you both.
What is the trait you most deplore in yourself?
My moodiness. It truly interferes with my daily life. While I am always the first one to assume responsibility for anything and everything, I would just like to clarify that my moodiness is NOT my fault! The credit goes to my phenomenal genes, and to break it down even further, my FATHER’S side of the family (You’re welcome mama).
What is the trait you most deplore in others?
Sorry bazaar, but I cannot choose one. Without further ado and in no particular order:
- Stupidity 3. Deceit
- Ignorance 4. Hypocrisy
Which living person do you most admire?
Besides myself? That’s a toughie!! Unfortunately the only living person I can think of ‘died’ in 2005: Dr. M Scott Peck. He wrote a book that should be mandatory reading for all living creatures that call themselves Human Beings. Its title is The Road Less Traveled. Please read it.
What is your greatest extravagance?
While I know the meaning of the word ‘extravagance’, I’m not sure what it is that you are asking here. Do you mean how do I pamper myself? The most expensive item I own? The most luxurious vacation I have ever taken? My mind is totally blank!!
Which words or phrases do you most overuse?
“I hate people.”
When were you happiest?
When I was a child. When I didn’t have to grow up and become an adult. When my whole world consisted only of my extended family, my pets and my friends. When I was pain-free.
Which talent would you most like to have?
I have two actually. I always wanted to be a professional dancer, but I guess this would have been a taboo profession in this part of the world. Two, I would like to learn how to fly a plane- not because I want to, but because it looks so powerful and uber cool. (I’m NOT perfect!!)
What would you consider your greatest achievement?
Raising healthy, content cats. Oh, and starting a business from scratch.
Where would you most like to live?
That depends on how much money I make, or snag a rich husband- whichever comes first. I have two places: One would be in a farm in wafra where I would rescue and rehabilitate and live with wild animals that have been smuggled into Kuwait until our government does something about this horrific reality. The second would be a lodge in South Africa’s Kruger National Park where I am in the midst of raw, primitive nature, breathing pure, clean, fresh oxygen. In both places, the husband can’t live with us. But he can visit.
For more information about Beauty bar, please visit www.mybeautybar.net.