Source Beauty was founded with a clear mission: to make beauty in Egypt accessible, curated, and local-first. As one of the market’s first digital beauty platforms, it introduced a new online experience built around trust and discovery. The early assortment was sourced entirely from on-ground research and direct relationships with homegrown brands.

This year marked rapid expansion as Source Beauty grew its assortment of local and international brands. A strong emphasis on content, education, and storytelling began shaping its signature approach. Early in-house product ideas and sampling took form, supported by a growing community built organically on Instagram.

As consumers shifted online during the COVID year, Source Beauty experienced accelerated growth and heightened visibility. The platform surpassed 1,000 SKUs, expanded across new categories, and strengthened operations, warehousing, and logistics to meet rising demand.

Source Beauty continued scaling its assortment while deepening partnerships with major Egyptian manufacturers. Creative direction strengthened through consistent branding, packaging, and seasonal campaigns. AI-driven content and influencer strategies positioned the brand closer to Gen Z, increasing engagement and investor interest.

2022 marked a major leap forward as Source Beauty secured strategic investment to fuel long-term growth. The brand expanded rapidly, crossing thousands of SKUs and strengthening its position as Egypt’s leading digital beauty platform. The launch of the Source Beauty mobile app enhanced retention and improved the overall shopping experience.

In 2023, Source Beauty grew its platform to over 6,000 SKUs and 350+ brands, officially becoming Egypt’s largest dedicated beauty destination. The focus shifted toward deeper brand partnerships, stronger supply-chain processes, and improved user experience, solidifying the brand’s leadership in the market.

By 2024, Source Beauty continued refining its strategy, focusing on customer retention, enhanced app experience, and category depth. Operational improvements and stronger data-driven decision-making allowed the brand to scale more efficiently while maintaining its commitment to quality and authenticity.

This year marks a shift toward operational excellence, profitability, and multi-channel growth. With a stronger brand identity and improved packaging direction, Source Beauty is solidifying its position as Egypt’s leading beauty authority—while building the foundation for regional expansion.