Joelle Mardinian talks about business, inspiration, role models and skincare in the Middle East.
[Image: Joelle wears Dries Van Noten available at Harvey Nichols Dubai.]
Lebanese-born Joelle Mardinian has quite a long list of titles. She is a beauty entrepreneur, TV host, business mogul and make-up artist, not to mention a mother of two! Her list of accreditations include Arab Woman of the Year award by L’Officiel Middle East, Businesswoman Of The Year by Arabian Business, as well as being one of the 100 most powerful Arab Women in 2013 and 2014. And to top it off she has almost five and a half million followers in Instagram. She said: “If you want to be a successful entrepreneur, make sure that you are willing to sleep less and think more. You will give up your brunches, breakfasts, lunches and time spent browsing in malls because your work is going to take a lot of your time!”
By the look of things, work certainly does take up a lot of her time; the Arab beauty icon presented her latest products, Joelle Paris, at Galeries Lafayette in The Dubai Mall in January. Her ultimate belief is that beauty is confidence, success and power. Her range of products were introduced to the market in 2013 as a professional line of skincare and haircare. The stunning array promises to make the quintessential Middle Eastern woman feel and look her best. We had a one-to-one with the beauty star to talk about hopes, dreams, family, work and social media.
[Image: Joelle wears a blazer by Alexander McQueen, trousers by Cushnie et Ochs and earrings by Kenneth Jay Lane all available from Harvey Nichols Dubai.]
How did this all begin for you? Were you always that young girl that loved playing with your mum’s make-up? Tell us more about your past.
I wanted to be a make-up artist from the very start. When I was younger, I was really inspired by my mother. She would be very busy being a mom doing all of those chores we women all go through, but she would still take care of herself, take time with the little make-up she used and make an effort, for herself. I felt that this is what I wanted too. I started studying and working towards it by working as a make-up artist.
I decided to create my own beauty products because I felt there was a need for them. There was something missing in this huge beauty market. Women in the Gulf love make-up and beauty, but they lack information about skin care and how to actually have healthy skin. I felt I needed to create products to take care of skin.
Do you have any role models and icons?
For us Arabs it has to be our great leaders, especially for me. I have lived in the UAE for 12 years so, undoubtedly, Sheikh Mohammed is at the top of my list of idols. How could anyone top what he has done? He is an extremely powerful, intelligent, forward-thinking and honest leader. Leaders like him have done nothing but good for their country and the countries around them.
Today in the emirates it makes us, as Arabs, lift our heads up high. We are changing other people’s perception on how to look at Arabs. So for me, of course, Sheikh Zayed (may God bless him), Sheikh Mohammed, Mohammad Al Abbar, Queen Rania of Jordan and Princess Haya. Also Arab designers like Ellie Saab and Zuhair Murad. They have taken their Arabic roots and dressed international stars. I also admire international make-up artists like Pat McGrath. She is the global creative director for Max Factor and she is responsible for more than 20 fashion shows during fashion week in London, Paris, New York and Milan.
What is the best thing about being a make-up artist?
The work of a make-up artist is art integrated with fun. A make-up artist is similar to a painter holding a brush creating a piece of art, wanting to convey their message to the world through beauty and creating happiness. Not everyone who holds a brush can paint a beautiful picture, similarly not everyone can be a make-up artist. It takes art and consideration to be able to do good make-up with a sense of smoothness. One of the best parts about this field is how much exposure you can get. Make-up is also innovative and very personal. A good make-up artist can create any look.
From your TV show, transforming over 500 men and women’s appearance, what was the most valuable thing you learned about people and image?
Through my work, while meeting these wonderful people I’ve actually realised so much. I have become so close to them and I understand the problems they have faced. I realise that these people have courage and have tried to achieve their dreams. Many have been patient and determined to change, but I am sure their struggles have taught them a lot and that everything has a purpose. I also believe beauty is the right of everyone. For some woman, however, it is sometimes the cause of embarrassment, but saying that, this is not restricted to just women. I have also observed how the youth is aware of beauty and how they need to reach a level of satisfaction, with comfort and confidence.
Do you always wear make-up?
Not all the time. Sometimes I go out for walks with my husband or play with my kids around the house, I want to do this all without make-up. I want to rest my skin and feel at ease. Our skin needs rest just like our body. I want to leave room for my skin to breath and relax, despite my hectic schedule. My work does give me a lot of occasions to go full on with make-up. However, I personally like colours that are not too loud and give me that little extra feeling of glam, while highlighting my facial features.
[Image: Joelle wears a blazer by Dries Van Noten, a skirt by Roland Mouret, a shirt by Emilio Pucci, all from Harvey Nichols Dubai.]
What is your skincare routine?
It is pretty simple: I use the five step skincare from Joelle Paris. First, I start my day with a foam wash called “Wash Away,” followed by a cream called “Good Day.” Another thing that I cannot leave my house without is “Rescue Me,” a sunblock that I absolutely love. At night, I apply “Love Eye” under my eyes and “Good Night” cream on my face.
Health tips? Do you keep fit? What do you do?
Of course, I love good exercise. It gets me up and going. I train with Mike my coach, almost every day. I always believe in good food to help you look and feel good. I eat clean and wholesome food – that’s my number one tip. I also love walking my dogs. I believe exercise makes you happy and it is important. Feeling good from within, internal peace and being happy with yourself, in your body is extremely important.
Greatest personal achievements?
Professionally, I have been blessed with so much love and support. I have some awards that I am really proud of and I feel like they are my motivation. Personally, my greatest achievements are my two beautiful kids. They are my pride and my peace. There is nothing better than seeing a smile on their faces. I am so thankful to God for giving me healthy, wonderful kids that I can grow and learn from. There is nothing more important to me than them. They are my biggest source of strength and my motivation.
What made you start your skincare and make-up line in 2013?
The need for these products! Whenever we want to create something, there is also a trigger. For me that trigger was understanding that women in the region love beauty and make-up, but they were forgetting the health of their skin and the real nutrition and care that it required. I felt like this was missing from the market, and I wanted to be the one to bring affordable products to the region. I also felt like there was nothing available for all skin types. We find things for dry skin, oily skin, frizzy hair and so on, but Joelle Paris products are for all skin and hair types.
What makes your products stand out from the rest?
Joelle Paris products are created in the best laboratories in Paris and we make sure we use the kindest of all ingredients. Most of the products from the West are made for the women in the West. Joelle Paris products are made in the West, but they are for Eastern women – the Middle Eastern lady and her requirements for skin, hair and beauty. I notice that women in the Gulf are very interested in make-up and they love it. But one thing they forget is to take care of their skin which is very important, especially with the weather conditions here. I wanted to focus on creating something for everyone – men, women and kids that suits all kinds of skin and hair. Also these products are made with the safest ingredients and are priced very reasonably so they are available for all.
What are your best selling products and why do you think that is?
“Hair Loss Shampoo” and “Hair Loss Serum,” because we have tried to use the mildest of the ingredients to help nourish the scalp and make hair better from within and people have used and noticed that. “Blow Shine” is a product that gives your hair an amazing finish It is loved by all girls because it creates a glossy look. The “So Cool” range is also a bestseller because, in Dubai, it is a great range for heat. You will feel your best even with the hot climate. “So Cool” lays the foundation for a luminous complexion, with or without make-up. The triple action cleansing range performs well whilst you work or play. It leaves skin feeling clean, refreshed and hydrated.
Tell us about your new product “J Glow” by Joelle Paris.
J Glow is a multitasking skin miracle that offers a complete daily skincare routine. It consists of a face wash, facial toner and a facial balancing cream. It is made with the most natural, kindest ingredients, blended with acne fighting and skin healing extracts that are designed to give your skin everything it needs to be beautiful.
[Image: Joelle wears a dress by Nicholas and earrings by Oscar de la Renta both at Harvey Nichols Dubai.]
How is Clinica Joelle as a business doing compared to Maison de Joelle? Are cosmetic clinics for surgical and non-surgical solutions booming here in the region compared to the rest of the world?
Clinica Joelle has turned out to be as successful as the opening of Maison de Joelle. My goal for both of these projects was to give back beauty and confidence to every woman or person that approached us. Maison de Joelle obviously is a little different and deals with cosmetic products, nails, hair colour and make-up. Whilst Clinica Joelle gives therapeutic solutions from the field of cosmetology to solve patient’s problems from within. Every patient is different and every need is different. Someone might just need a makeover or some touch up that can be done at Maison de Joelle, whilst someone else might want to reshape their nose or fix the appearance of their teeth to look and feel confident. I am proud to have the best experts and doctors from various fields that make people happy and makes Clinica Joelle as powerful as it is today. It is quite loved by the residents of the UAE and now slowly gaining popularity in the Gulf countries.
How do you think you have influenced beauty in the Arab World?
I think I really influenced people when I started my program on MBC1 – growing through seasons, looks, ideas, trends and comprising all with cosmetology. I was able to earn the trust of people; they started looking up to me for inspiration and trusted my opinions. This is when I decided that I needed to create a line of cosmetics.
Joelle Paris products were made after four years of research. There was a need for a solution for women with skin and hair problems. Our site www.joelleparis.com allows people to access our products from around the world. What is important is how these products have helped or changed lives, how people have got their confidence and their strength back. I have been able to help women understand the importance of good skincare. I have shown them how to use cosmetics at home while maintaining a good skincare regime. My intention is to let everyone know that beauty is the right of everyone. Every step that I take or every decision I make as a beauty expert and businesswoman, is understood and taken well by people and that’s how I’ve managed to make a mark in the lives of many. For this, I am grateful.
You are a role model to women. What is the greatest advice you can give to women?
Be willing to invest money and know that your investment might not come back for at least two or three years, which is actually normal in business. Realise that you have to work hard to be on top of your business; get involved in the smallest things and the biggest things; hire the right team around you; be a good leader to your team – you cannot ask your team to work hard while you are sitting down doing nothing and just enjoying the perks. They will not be motivated. I think a great leader is someone that actually, honestly leads the way. That’s why they are called a leader! Your team will take all of their energy and inspiration from you.
With everything you do, how do you balance motherhood?
Actually my career is positively affected by my role as a mother because my work gives me a chance to think and feel more about mothers and what they need in terms of beauty, especially mothers with newborns. It is also important for these mothers to get back to their normal bodies and minds, and become healthy. They need to work on themselves and feel like themselves again, like they were before their marriage, kids and pregnancies.
My work, business and everything else helps me think more about my kids. Even though I spend so much time working, it makes me closer to my children because I think about my role as a mother. This role has definitely taught me to give more, share more and just be happy with people, and experiences. I have a very supportive husband and I have now learned to manage my time well and plan everything in advance. This allows me to have small moments of happiness with my kids.
[Image: Joelle wears a jalabiya from Lamitta Frangieh.]
When you wake up in the morning and realise you have 20 million followers across your social media platforms, how does that make you feel?
It makes me super happy! I feel both humbled and excited with the amount of love and support that I get from the people around me. Also the desire to give back more to the people increases with the number of followers, or as I see it I have more love and support and hence it is also important to give back to my followers. I love that I share my most precious moments with all of them, through my work and my stories of success. I am always on the lookout to meet people not just on my social media but also around town, in reality. I want to show them how grateful and blessed I am to have their immense love and support through the following they give me: their comments and their feedback.
What things do you like posting?
I like to post things that make me genuinely happy. It could be a gift from someone, a dress that I absolutely love, or even my scrumptious, healthy meals! I have numerous pictures of my kids – my daughter Ella and my son Bailey. I make sure to include my life with my lovely friends, moments I want to cherish, trips and holidays. I love the fact that I can post and share all the beautiful things in my life with so much ease!
What are your hopes and plans for 2017?
I want to achieve a lot more this year! I pray this year brings out all that last year came with – success and inspiration. I have plans to open branches of Clinica Joelle in Riyadh and Kuwait. In addition, we will have Maison de Joelle opening in Tunisia. We are launching new Joelle Paris products too.
By Hershey Pascual
Photographer: Hikmat Wehbi (W Studio)
Stylists: Carla Otero & Marie Auffret (The Stylistes)
Hair & Make-Up: Maison de Joelle
