Tina Ghafurian, COO of Omorfia Group, has played a vital role in transforming the beauty industry with brands like Tips & Toes, Bedashing, and Juice brand. With over two decades in the industry, she has progressed to become a leading figure, driven by her business insight and passion for innovation.
In this candid interview, Ghafurian shares her unexpected journey into the beauty world, the challenges of expanding across the UAE and Saudi Arabia, and the balance between brand consistency and innovation. She also reveals the lessons that have shaped her unique business approach and career.
- Can you tell us when you realized your passion for business and leadership? What inspired you to pursue this path?
From a young age, I naturally gravitated toward leadership roles and enjoyed guiding and supporting my peers. My passion for business emerged during my university years when I launched my first venture, a fashion house, at the age of 19. This experience confirmed my entrepreneurial spirit and willingness to take risks.
My parents played a crucial role in inspiring me to pursue this path, providing unwavering support and guidance. Under his mentorship, I developed a strong foundation in business principles and leadership skills. Since then, I have continued to hone my skills through various educational opportunities and practical experiences, driven by a commitment to excellence and a desire to make a meaningful impact.
- You’ve had an impressive career progression at Omorfia Group, from General Manager at Tips & Toes to Chief Operations Officer. What were some of the key milestones or turning points in your career at Omorfia Group?
Some key milestones in my career at Omorfia Group include:
- Leading the Largest Chain in the UAE:
- As General Manager at Tips & Toes, I contributed to making it the largest beauty chain in the UAE, setting industry benchmarks in service and customer satisfaction.
- COVID-19 Response:
- During the pandemic, I implemented strict health and safety measures and introduced innovative service models, such as at-home beauty services. Remarkably, we managed to navigate the crisis without laying off a single staff member, ensuring both business continuity and job security.
- Managing a Major Merger:
- I successfully oversaw the merger of Bedashing and Tips & Toes, two companies with distinct cultures. Through effective change management strategies, I ensured a smooth integration, fostering a cohesive and collaborative environment.
- Acquiring and Integrating Juice Beauty:
- As Chief Operations Officer, I led the acquisition of Juice Beauty. I focused on streamlining operations and maintaining high staff satisfaction levels during the transition, ensuring seamless integration into our existing portfolio.
These milestones reflect my commitment to operational excellence, employee well-being, and strategic growth, all of which have been instrumental in my career progression at Omorfia Group.
- Can you share some of the major challenges you faced when you first took on the role of Chief Operations Officer at Omorfia Group and how you overcame them?
One of the most challenging aspects of this role was maintaining consistency across all our locations while preserving the unique essence of each brand. We tackled this by investing heavily in continuous learning and development. Our training programs were designed to instill the highest standard of service in every staff member and encourage constant innovation personally and professionally. We are also dedicated to staying ahead of industry trends through research and development to maintain our competitive edge in the market.
- You are known for your entrepreneurial spirit and vision. How do you foster innovation and entrepreneurship within your teams at Omorfia Group?
Innovation is at the heart of everything we do. I lead by example and try to encourage my team to think creatively and embrace new ideas. We prioritize a holistic approach to beauty- being trendsetters and constantly enhancing the customer experience. By fostering an environment where the staff feels empowered to contribute, we cultivate a culture of continuous improvement and entrepreneurial spirit.
- Strategic planning is one of your key skills. How do you approach strategic planning to ensure the continued growth and success of Omorfia Group?
My process involves a panoramic approach that includes market research, customer feedback analysis, and trend assessment. We align our business goals with market needs and continuously adapt to changing dynamics within the industry. We also prioritize sustainability and technological advancements to ensure our growth is forward-thinking and responsible.
- As a participant in the WE Convention, you’ve engaged with top-level corporate leaders on women’s empowerment. What are your thoughts on the current state of women’s leadership globally, and what steps do you think are necessary to advance it further?
Progress and the milestones achieved are encouraging and hopeful, but I believe there is still much work to be done. There is a gap that still exists in women’s empowerment through education, mentorship, and leadership opportunities. We need to create more supportive environments where women can thrive and lead. We need to continue promoting gender equality and addressing systemic barriers to create a more inclusive and healthy business landscape.
- Looking back on your career, what do you think are the key lessons you’ve learned that have shaped your approach to business and leadership?
I am so grateful to have learned so much over the years through my experience and growth. The most important lessons I’ve learned are the importance of adaptability, the power of continuous learning, and the value of genuine empathy in leadership. These pillars have not only shaped my approach both professionally and personally but also driven our company’s ability to innovate and maintain its position in the market.
