Most avid social media users in the UAE will be familiar with Salama Mohamed – the Emirati content creator turned beauty entrepreneur and generally much-loved public figure. Known for her hilarious and heartwarming videos alongside her husband and fellow content creator, Khalid Al Ameri, Salama has seamlessly blended her passion for beauty and lifestyle with her innovative spirit to create Peacefull, a beauty brand specifically designed with the Middle East climate in mind while harnessing Korean skincare technology. A globetrotter at heart, she regularly explores the world with Emirati superstar content creator husband and children, sharing their humorous and inspiring videos with their millions of followers. A role model for many by radiating positivity, self-love, and creativity, Salama Mohamed shares with us her shift from being a content creator to an entrepreneur and how her Emirati heritage inspires her brand and her favourite family-friendly travel destinations.
What’s your road most travelled?
I always gravitate towards destinations that offer both, calming retreats and cityscapes, the likes of Indonesia, South Africa, and Japan. I search for ‘roads’ that allow for a balance between relaxation and exploration so that I can experience the best of both worlds.
Where is your home base?
If someone were to spend 24 hours in your home base, where would you send them?
First, I’d take them to Fouquet’s for brunch. A touch of Parisian chic with Burj Khalifa views always sounds like a great way to start the day. I’d take them to Alserkal Avenue, where there are so many different cultural and interesting events and activations taking place – from a pottery class to a perfume creation workshop. I like spending my day performing some kind of movement, so I’d take them to an Aerial yoga session.
You are a content creator turned entrepreneur; why the move? Tell us about Peacefull – why now?
Making the shift from a content creator to an entrepreneur seemed like a natural evolution of my creative journey. As a content creator, I had the opportunity to build an audience and connect with people through my content. Over time, I realised that my online community had the same insecurities as I did. Entrepreneurship allowed me to create something more substantial and sustainable – along with the opportunity to make a more significant impact. I could address specific problems or needs, be relatable to my audience, and provide valuable solutions through Peacefull.
The idea for Peacefull came to me when I realized, that hailing from and living in the Middle East and being blessed with vitiligo, I was a minority within a minority when it came to the global beauty industry. Our region’s skin needs and insecurities are often overlooked, and I saw a chance to give our region a voice, to tackle an issue that we all face with an effective solution. With the realisation that I was not alone in my search for inclusive and effective skincare, creating and launching Peacefull was truly done so as a labour of love.
What are some of the complexities facing Arab women in the beauty and wellness sector? Tell us how your Emirati heritage is an inspiration for Peacefull?
What Arab women face in the beauty and wellness sector is misrepresentation and this affects their experiences in this particular sector. Arab women often find that the beauty and wellness market, whether in the form of products, services, or brand representation, tends to favour a Westernized beauty ideal. It is for that reason the market bias towards Arab women is that we’re seen as cash cows. We will buy a certain brand or product marked at high prices because we believe it ‘could’ work on our skin type, tone, and issues. I was so pleased that I got the opportunity to discuss this specifically at events like Beautyworld Middle East this year, where the issue becomes more pertinent.
It is not just my Emirati heritage that inspired Peacefull but initially, our region’s weather conditions. Peacefull’s next product range pays homage and celebrates regional ingredients and techniques that all Arabs, regardless of their gender, will and can relate to.
How are Peacefull products tailored to the weather/climate conditions of the Middle East region? What Peacefull products would you recommend for someone who travels a lot?
Peacefull’s products are market-tailored, whereby the packaging and the formula can withstand extreme heat, mimicking the Middle Eastern sun. It was important to do so that the formula does not split and for the packaging not to disintegrate and leak into the formula, for toxicity reasons. Our formulas are backed by science and have been chosen to protect the skin’s barrier.
For the constant traveller, I’d recommend all 5 of our Peacefull products, as the Hya Centella range features the basics of any skincare routine.
What’s first in your suitcase when you’re packing? What can you not travel without?
The first item in my suitcase is my AirPods Max. I create special playlists for when I travel, depending on the destination’s overall mood. Besides my skincare, I cannot travel without a good mascara.
Do you have an in-flight skincare/beauty regime? What’s in your carry-on bag?
I do! My in-flight skincare routine starts with cleansing wipes, a hydrating mist, a moisturiser, lip balm, and a sheet mask. I know it seems like a long step process, but it is much needed for when your skin needs that extra dose of hydration. I always have hand cream and lip oil in my carry-on.
You’re an avid traveller – but have you had a recent travel discovery? Which destinations are your favourite when travelling with family?
As an avid traveller, my recent travel discovery is, I must admit, the use of AI tech to create tailored, interesting itineraries. I did find some hidden gems and it seamlessly helped me organize daily activities throughout the duration of my stay. Any destination is fun when my family is with me.
You often travel with your family and document your travels on social media – what are your favourite family-friendly destinations?
My favourite family-friendly destinations are those that offer educational and entertainment experiences, like London (like the British Museum and Harry Potter Studio Tour), Tokyo (Disneyland and cultural sites) and Singapore (like the Singapore Zoo, Sentosa Island and Gardens by the Bay).
Where is a destination that you visited and fell in love with (travelling for work or pleasure)? Tell us why.
I absolutely fell head over heels for Iceland! It’s natural beauty, waterfalls, and landscapes left me in awe and are like something out of a fantasy world. I hiked, experienced their geothermal areas like the mud pots and hot springs, and tried my best to see the Northern Lights. The Icelandic people were super friendly and inviting.
What’s the most beautiful/wow hotel you’ve ever stayed in?
The hotel that took my breath away was The Taj Exotica Resort and Spa in the Maldives. It’s ideal for those wanting peace and quiet and just lazing around in a hammock over the clear, blue waters. Their staff and service were top-notch and I felt very well taken care of.
Where’s on your travel list for the rest of/next year? Any new destinations, or old favorites?
My next travel destination is Hong Kong. I’m excited to explore its culinary scene, try out its bustling street markets, and visit the outlying islands for that much-needed dose of nature.