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The vast canvas of entrepreneurship often paints a picture of someone who either becomes a founder “by accident” or has always been drawn to the startup world. Now, while it’s not uncommon to find entrepreneurs who fit into both of the aforementioned categories, there is also another type – those who are practically forced into this arena. That’s the story of Rudy Younes, the Lebanese entrepreneur behind two UAE-based e-commerce startups, Nasmati Care and Trop Cosmetics. “My entrepreneurial journey began under difficult circumstances in late 2019,” Younes says. “I was living in Lebanon at the time and the economy collapsed, severely affecting the financial stability of many people, including my family. We lost a lot of savings and the nearly $1 million I had in the bank lost its value to about $10,000 because it was all deposited in Lebanese currency. This financial crisis was a wake-up call for me. I realized that my situation forced me to become an entrepreneur and that I wanted to be one. I had a choice: take a regular job and change my life and the lives of those around me in 10-20 years, or take a risk and change it within a few years. The biggest risk is not to take any risk at all.”
After his family’s savings dwindled, Younes, then a college student studying software engineering, realized he had to deal with the potential interruption of his two older brothers’ educations. He was in medical school at the time, and his younger brother was in elementary school. “Our family faced a huge financial burden, which prompted me to take responsibility and take action,” Younes says. “That’s when I started managing the social media accounts of various clients, sending potential customers a simple message: ‘Do you need help growing your account?’ By sending hundreds of direct messages every day, I secured several deals and started earning around $500 a month, which gradually grew to $1,500-$2,000. After saving up around $1,500, I set out to found my first venture: a company that specializes in creating, managing, and scaling e-commerce brands in the health and beauty space.”
But like many first-time entrepreneurial endeavors, Younes’ debut venture faced many obstacles. “At the time, I [to register the enterprise in the US city of ] “We invested in Delaware due to tax benefits and the ability to open a corporate bank account to accept international payments, a must given Lebanon’s restrictions on payment processors,” Younes elaborated. “However, the business faced major hurdles, including an unexpected $25,000 penalty from the Internal Revenue Service (IRS) due to a misunderstanding with the law firm that formed the company. At the time, I had less than $500 in savings. This setback hit me hard, but it didn’t deter me. Rather, it motivated me to work even harder. By persisting and taking on multiple projects, I was able to make $18,000 in three months. Thanks to that, I was able to resolve my tax issues, partly because I received a waiver from the IRS during the COVID-19 pandemic. I ended up paying about $9,000 for accountants, legal documents, and dissolving the company. It was one of the most difficult and stressful moments of my life, but I emerged a much stronger person than I was before. And because I didn’t want to cause my parents any additional stress, I didn’t tell my family until the problem was resolved.”
Having successfully weathered this difficult period, Younes is now focused on saving up to 70% of the company’s earnings with one goal in mind: to raise $10,000 to start a new business, Nasmati Care, a platform that offers innovative hair styling tools. “Previously, I was stuck at home for two years, not going out and just paying the monthly fees,” Younes recalls. “This led to the launch of Nasmati Care in Lebanon in June 2022. In its first year, Nasmati Care achieved revenue of $137,000 and is completely self-funded. Buoyed by this success, we expanded into the UAE market in June 2023 and subsequently launched Trop Cosmetics, a makeup brand offering magnetic lashes and lip kits. Both brands have thrived, achieving six-figure revenues and are now ready to expand globally. We are currently on track to achieve $240,000 in revenue in 2024 and aim to double that by 2025. All of this has been achieved through self-funding and strict financial discipline.”
Source: Trop Cosmetics
With his entrepreneurial instincts developed during the crisis, Younes always looked up to successful entrepreneurs and industry experts as he built his business. “I was inspired by many top entrepreneurs who faced similar hardships but grew bigger than ever before,” Younes said. “Coming from a non-business background, I invested in mentors, paying them about $500 a month to learn how to think, make decisions, develop a great mindset, and execute strategies that differentiate you from others. I am extremely grateful for what they taught me and I want to impart these same values to the younger generation. Nothing is impossible if you put your mind to it. The possibilities are endless. That’s why I now aim to be a trusted source for others so that they can benefit and learn from my experience, just like I did before when I struggled to learn from the right people. So, if you’re reading this and you have zero money in your bank account and you want to make a change, trust me when I say it, you can make it to the top!”
And if you’re wondering what all of this has meant for Younes’ family, there’s good news on that front too: “Not only has this journey changed my life, but it has also provided great support for my family, including funding my brother’s medical studies in the US, where he now specializes in cardiology,” Younes says. “So, yes, it’s been a tough journey with many challenges, but it has also had great rewards.”
But despite the success Younes has achieved as an entrepreneur today, it’s interesting to note that the founder’s endeavors, understandably, began without any set business goals. “To be honest, I didn’t have a clear vision when I started. I just wanted to make money, get out of a tough situation, and take care of my parents,” he says. “Over time, the vision naturally became clearer. Now, my goal is to make my two brands, Nasmati Care and Trop Cosmetics, the best in innovative hair styling tools and makeup cosmetics. Since money is no longer an issue and I am already a six-figure entrepreneur, my motivation has changed. I’m no longer driven by money, but by the desire to change the world and add value to it. At this point, money is just a tool to continue executing on my vision. Starting literally from scratch and self-funded, I have achieved a lot, but I’m not personally satisfied. I aspire to achieve even greater things. I used to dream of reaching six figures, and now that it’s come true, my dreams are even bigger. I am on my way to achieving these big goals in the next 1-2 years.”
Source: Nasmatikea
But to achieve this new goal, Younes is determined to avoid outside investment for the time being. “The truth is, I’m not in favor of outsourcing finance for a few reasons,” he says. “Firstly, it takes away equity from your company. Secondly, it puts you under extra pressure, and the pressure that comes with it can affect your business decisions. So, I’m not against outsourcing, but for now, as long as I can take all the risk myself and fund everything myself, I’m a very confident person. Just like I went from zero to six figures, I’ll go from six to seven figures and beyond over time.”
Buoyed by the milestones he has achieved with his startup, Younes now wants to create a compounding effect of the success he has enjoyed so far. “Through my business, I aim to create an impact by introducing innovative health and beauty products to improve people’s lives and drive economic growth in the MENA region,” Younes declares. “By creating jobs and nurturing local talent, we are positively impacting the economies of the regions where we operate. The legacy I want to leave is centered around empowerment and sustainability. I believe in leveraging technology to empower individuals and businesses across the MENA region, helping them achieve more and improve their lives. Additionally, I am committed to sustainable and ethical business practices and aim to set a new standard for how businesses operate in the region. Ultimately, I want to be remembered not only for what my business has achieved, but how I have achieved it – by creating positive and lasting change in our communities and the environment.”
Related: Be bold or give up: Middle East needs more boldness to break the “scaling ceiling”
“TREP TALK: Rudy Younes shares tips for entrepreneurs”
Embrace a growth mindset “Embracing healthy competition helps you realize your full potential. So, instead of dwelling on losses, focus on winning. Unlimited thinking is essential. Don’t put limitations in your mind; they are just false barriers. Instead, be eager to grow fast, execute fast, and act fast, because money loves speed and rewards the first to act.”
Open your heart “Pursuing your passion is important, but mastering something you initially dislike but potentially excel at can turn into a new passion. These traits combined help startup founders not only survive but thrive when times get tough.”
Continuous learning is key “I remember watching YouTube every day to learn from people who were great in their field. After all, if I can do it, and so many others can, why can’t you? No one is better than anyone else unless they put in the effort.”
Faith and kindness play key roles “Praying to God for guidance and being kind to others will reap many benefits. Consistency in your efforts is important, as is maintaining a good reputation. These will help you remain resilient and respected in the long run.”
Related: Current status and future outlook for startups and investment in the GCC
