Joelle Mardinian: making waves in beauty and philanthropy

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In the world of entertainment, beauty, business, and philanthropy a renowned TV presenter has captivated audiences with her charisma and insightful interviews, bringing stories to life on screen. Behind the scenes, her artistry as a makeup artist transforms faces into canvases of beauty, a skill honed through years of creativity and precision. She is a visionary entrepreneur, who founded ventures that redefine industry standards and empower aspiring talents. Her journey is not just about business. As a dedicated philanthropist, she channels her influence and resources to support causes close to her heart, making a meaningful impact in communities around the globe. In 2008, she started her entrepreneurial journey by founding her own company. This marked a significant transition from her earlier career as a freelancer, demonstrating her ambition to pursue business ownership and entrepreneurship.

Meet Joelle Mardinian the multifaceted talent, a true inspiration whose passion and dedication continue to shine bright in every endeavor who founded ‘Maison de Joelle’ — a business venture related to beauty, fashion, and a boutique of some sort and given the name’s French connotation suggests elegance and style. As an entrepreneur, Joelle established and built her brand, potentially offering products or services that align with her personal vision and expertise and reflect her entrepreneurial spirit and desire for independence in her professional life. In an exclusive interview with the Arab Times, she takes the reader on a passionate journey and dedication to helping the less fortunate.

Arab Times: Joelle, you’ve had an impressive journey as a TV presenter, makeup artist, and entrepreneur. Can you tell us about the key moments that shaped your career?
Joelle Mardinian: When I believe in something, nothing can hinder me; I am like an unstoppable force, akin to a train without brakes. This determination has propelled me throughout my career journey. I recall the early struggles — struggling to speak Arabic fluently, being unable to read from a teleprompter, and lacking formal training as a TV presenter. Yet, driven by my desire to showcase my abilities, I tirelessly improved with each episode of my show, evolving year after year. For 14 consecutive years, I dedicated myself to making the Joelle show one of the finest globally. I have come to realize, and it is crystal clear to me now, that I am engaged in a cause and the fight is ongoing. I face attacks from various sides aimed at silencing my support for Gaza. However, I refuse to waver in my commitment. I believe fervently in speaking out for justice, especially for the oppressed. Despite the challenges I encounter due to my unwavering support for Gaza, I remain undeterred. I am prepared to sacrifice my social media presence, friendships, and even business opportunities. Notably, my daily advocacy for Gaza has cost me numerous contracts. These obstacles have only strengthened my resolve.

AT: What inspired you to create the “Joelle” program on MBC1, and how has the show evolved over the years?

Joelle: I was inspired by a British program called ‘What Not to Wear’, which focused on transforming women in the fashion industry, hosted by Trinny and Susannah. I was deeply captivated by the show and enjoyed it immensely. However, I found myself frustrated because it mainly centered on the clothes and physical transformations, showcasing new haircuts, and beautiful makeup, but never delving into the entire process comprehensively. My dream was to present the show differently and I approached the MBC (Middle East Broadcasting Center) and expressed my background as a makeup artist for top celebrities, I was unaware that the MBC had already acquired the rights and was looking for someone to anchor the Arabic version of the show. It seemed serendipitous that they had been searching for the right presenter, and I knocked on their door at the perfect moment.

AT: As the founder of Maison de Joelle, what was your vision for the salon, and how do you ensure it stays ahead in a competitive industry?

Joelle: Maison de Joelle came about due to my reputation as a makeup artist. Wherever I went with my clients to salons, I would instruct the workers on how I wanted the makeup, hair, or lips done. This left clients assuming I owned these salons. As my fame grew through TV shows on MBC1, and with the opening of Joelle salon, I saw an opportunity to innovate. At that time, people frequented different places for hairdo, makeup, nails, henna, lips, or eyelashes. I conceived the idea of offering all these services under one roof — a cozy, homelike setting where clients could feel at ease. The result? Maison de Joelle — a beautiful, unique concept that I adore.

AT: You have worked as a creative director for Max Factor, given this background how do you approach creating new makeup collections?

Joelle: For me becoming the creative director at Max Factor was like a dream come true for me. From the moment I first used Max Factor mascara, I fell in love with the brand. Founded 120 years ago, Max Factor himself was the original makeup artist who transformed the iconic looks of Hollywood celebrities. I was captivated not only by the makeup but also by Max Factor’s remarkable success story — offering superb quality at affordable prices. During my tenure as creative director at Max Factor for a decade, I was driven by a desire to innovate. I believe in evolving with the times; what was trendy in makeup five or ten years ago shouldn’t be the same today. Drawing inspiration from Max Factor’s legacy, I strived to create new and modern trends, setting the stage for fresh looks and styles. It was a privilege to contribute to a brand that continues to define beauty and elegance in the industry.

AT: Clinica Joelle has become a well-known brand in aesthetic treatments. What sets it apart from other clinics, and what are your future plans for expansion?

Joelle: Clinica Joelle, founded in 2013, is a unique establishment where we house exceptional doctors under one roof. Each specialist works independently, not as a team. I take pride in our roster of top dermatologists, dieticians, skincare experts, and slimming specialists. What sets Clinica Joelle apart is the genuine passion our doctors have for their work. They are dedicated because our business is thriving and expanding, fueled by my longstanding reputation in the industry since my television debut in 2004. My commitment to honesty has earned me a solid reputation among clients who trust that I always prioritize their best interests. Integrity is at the core of everything I do — I have never compromised on quality or taken shortcuts. Above all, I value my reputation more than financial gain. Quality is paramount to me; I refuse to sacrifice it for quantity. I’ve made substantial investments, confident that my dedication and high-quality offerings will be recognized and rewarded over time. The compliments from satisfied clients who adore our high-end products are the greatest testament to our success.

AT: You’ve recently launched a new collection of lenses. Can you share more about this latest venture and what makes this collection unique?

Joelle: In June of this year, I launched the EyeCandy Joelle, my third line of contact lenses, and I couldn’t be more passionate about this product. For me, applying makeup without adding contact lenses is like serving a cake without the cherry — it completes the look, enhances the eyes, and elevates overall beauty. It’s transformative, turning the wearer into a trendsetter, jet setter, or fashion icon. With the first and second lines of lenses under my belt, I carefully selected 11 colors for EyeCandy Joelle to infuse fun and glamour into every look, catering to all eye colors. I encourage people to experiment with lenses that match their personal style and taste. I challenge the stigma around wearing lenses; if we’re comfortable with fake eyelashes or lip color, why should lenses be any different? EyeCandy aims to break these taboos, celebrating glamour and enhancing natural beauty across the Arab world. Through my work on MBC, I’ve tackled societal norms surrounding cosmetic enhancements like lips or botox, promoting openness and acceptance. Matching my lenses to my outfit has become a personal trademark — I’m deeply proud of EyeCandy Joelle and am tirelessly working to elevate it even further. For me, it’s not just a product; it’s a statement about embracing desires and breaking barriers in pursuit of personal expression and beauty.

AT: You are donating 10% of the profits from your new lens collection to support the people in Gaza. What inspired this charitable initiative, and how do you choose the causes you support?

Joelle: The initiative to support Gaza through my brand, Dabdub, named after my adopted son Nathan, holds a deep personal significance. Nathan came into our lives almost six years ago after a lengthy adoption process that spanned nearly four years. The desire to adopt had been with me since my teenage years, driven by a strong belief in providing better lives for children, particularly those orphaned by natural or man-made disasters. My daughter Ella, despite her young age at the time, was incredibly supportive and enthusiastic about the adoption of Nathan. Her unwavering determination played a significant role in bringing Nathan, affectionately known as Dabdub, into our family. Reflecting on this journey, I felt compelled to give back to those less fortunate, especially orphaned children. Thus, I founded Dabdub, a baby line named after Nathan, known for its high-quality, affordable products. Transparency is at the heart of our ethos, and we commit to donating 10% of our proceeds to orphans worldwide, with a particular focus on the children of Gaza. This endeavor is not just about business but about making a meaningful impact in the lives of children who deserve love, care, and opportunities for a brighter future. Dabdub represents our family’s commitment to compassion, generosity, and the belief that every child deserves a chance to thrive.

AT: How do you balance your business ventures with your philanthropic efforts, and why do you think it’s important for entrepreneurs to give back to society?

Joelle: To be honest the challenging times were during the months from October to December 2023, when I was deeply affected by the heartbreaking events unfolding in Gaza. The scenes and news were understandably overwhelming, impacting my mental health and causing my business to come to a halt as I grappled with the tragedy. Nonetheless, I prioritized my well-being and took the necessary time to regain balance in January 2024, realizing the importance of continuing my work for my family, my business, and my charitable endeavors. Despite the initial shock and distress, I found the strength to persevere and decided not to give up on supporting Gaza and those in need. Now, by dedicating myself to maintaining a balanced life that includes family, business, and ongoing charity work, I am making a positive impact and contributing to causes that matter deeply to me. This resilience and commitment reflect my compassion and determination to make a difference, even in the face of adversity.

AT: Promoting baby clean products shows your dedication to health and wellness. How do you incorporate your values into the products and brands you promote?

Joelle: I derive immense joy from creating products that I genuinely believe in — products that I would use for myself, my daughter, my son, and my family. My passion lies in filling gaps in the market with innovative solutions. For instance, in the realm of lenses, I was the pioneer in presenting lenses that seamlessly complement makeup stands, avoiding the typical drab packaging. Traditionally, lenses were packaged in nondescript boxes without any branding, and makeup options were limited, almost indistinguishable from one another. My vision was to empower women. The initial product line, EyeCandy, was conceived to celebrate individual beauty and self-worth. It’s about making women feel proud, beautiful, and confident, whether they are enhancing their features with makeup, lashes, or lenses. EyeCandy is not just about aesthetics; it’s about empowerment. When you look good, you feel good — it’s like experiencing a touch of sweetness for the eyes. EyeCandy products are designed to transform the wearer, instilling a sense of courage, fearlessness, and strength — qualities akin to wild animals thriving in their natural habitat. The core message of EyeCandy goes beyond mere packaging; it’s about self-affirmation. It’s about saying, “I am beautiful, attractive, brave, independent, and strong.” It’s about embracing life with zest, dreaming big, and becoming a fashion icon, a globetrotter — a jet setter. EyeCandy encapsulates this message, offering more than just gorgeous lenses; it’s a declaration of confidence and empowerment.

AT: What are some of the biggest challenges you’ve faced as a businesswoman in the beauty and wellness industry, and how have you overcome them?

Joelle: One of the significant challenges I’ve faced, especially with Dabdub and other ventures, is competing with established giants like Johnson & Johnson. Regardless of personal opinions about them, these brands have built formidable reputations over many years. Their products dominate shelf space in every outlet, making it a daunting task to position our products alongside theirs.

In the lens industry, for example, there are brands with longstanding recognition and trust. To compete, we’ve had to forge strong relationships with store managers, marketing teams, and decision-makers. Convincing customers to shift their loyalty from these established brands to newer, Arab-origin brands like ours requires building trust and demonstrating superior quality and value. The core motivation behind this challenge is to instill pride in Arab heritage and offer opportunities for brands like ours to thrive. It’s about proving that Arab brands can stand toe-to-toe with global giants and provide products that not only match but exceed expectations. This endeavor encapsulates one of the most significant hurdles I’ve encountered in my journey.

AT: Looking ahead, what new projects or goals do you have for your brands and your career in general?

Joelle: Looking ahead, my aspiration is to establish a Joelle clinic in Europe, and I envision partnering with an investor who understands the complexities of launching and maintaining a reputable clinic in major European capitals like London or Paris. From the very first day of opening, I want our clinic to cater to clients not only from Europe but also from regions like the Americas and Australia, where there is a strong demand for expert services. In modern times, people seek out experts, and I’ve noticed that Arabs, for instance, often gather in specific neighborhoods during their vacations, creating a sense of community and belonging. I believe that opening a clinic in Europe could similarly provide a hub where diverse clients feel welcomed and cared for. My goal extends beyond the clinic itself; I aim to introduce all my products to the European and American markets. I envision establishing a brand that is proudly Arabic yet universally appealing and preferred by everyone. This expansion would not only fulfill a personal dream but also contribute to promoting Arab heritage and excellence on a global scale.

AT: The beauty and wellness industry is constantly evolving. How do you stay updated with the latest trends and ensure your brands remain relevant?

Joelle: Staying informed about industry trends has become incredibly accessible through social media, which constantly updates us on what’s happening worldwide. For instance, when I travel to different cities like Dubai or London, I notice distinct trends in clothing, hairstyles, eyebrows, and makeup. Each place has its unique style and preferences. Social media plays a crucial role in this by enabling us to observe these trends on a daily basis. It’s a platform where trends emerge and evolve rapidly, allowing me to stay current and informed. This real-time information is invaluable for identifying gaps in the market and understanding where there’s a need for improved quality. My approach has always been to follow my intuition and passion, as I did with EyeCandy and Dabdub. By observing what is lacking in terms of quality and then pursuing those opportunities, I strive to bring products and services to market that meet and exceed expectations. This proactive strategy, combined with staying attuned to global trends through social media, has been instrumental in my entrepreneurial journey.

AT: What advice would you give to aspiring entrepreneurs, particularly women, who want to enter the beauty and wellness industry?

Joelle: Launching a successful product requires a meticulous plan that ensures it meets customer demand and stands out with unique qualities. Pricing is crucial; it must be competitive and affordable while maintaining quality. Presentation plays a key role in making a strong impression, and delivering consistent quality is essential for building trust and loyalty. In business, the correlation between what you produce and its pricing is critical. It dictates your market position and customer perception. To achieve success, dedication is paramount. It often means working tirelessly, sometimes for months or even years, knowing that success may take time to materialize. Equally vital is having the right personality for the business environment. It involves resilience, adaptability, and a steadfast belief in your vision. Despite setbacks or challenges, maintaining a positive outlook and determination are essential. Success may not come overnight, but with unwavering commitment, one can eventually reach their goals. This steadfast belief in eventual success is what drives entrepreneurs forward, no matter the timeline or obstacles encountered along the way.

AT: With such a busy professional life, how do you manage to balance your work and personal life, especially being a mother?

Joelle: Balancing work and family is crucial, and I’ve structured my life to prioritize both. Over the past seven years, I’ve made it a point to take breaks when my children have school vacations. These breaks are sacred to me, allowing me to be fully present for my kids. However, I sometimes find myself drawn into work-related meetings even during these breaks, which makes it challenging to completely disconnect from work while in Dubai. To alleviate any guilt, my family and I travel to various destinations during festival times, whether it’s to ski resorts in winter or summer getaways. This allows us quality time together, creating cherished memories. During regular weekdays when my children are in school, I ensure I’m home by 7 pm to attend to Bailey and Ella helping with bedtime routines and reading bedtime stories, especially to Nathan before he sleeps. I’ve established a system to ensure they don’t miss out on anything important. While weekdays are dedicated to work and can be intense, weekends and holidays are exclusively devoted to my children. This balance is essential for me, ensuring I’m there for my family while pursuing my professional endeavors with dedication and passion

AT: Who are your biggest inspirations and mentors in life, and how have they influenced your career and personal growth?

Joelle: Growing up in the UK, I got to know Oprah Winfrey, and she deeply inspired me with her candid discussions about her struggles, her honesty, and her ability to captivate audiences who listened attentively. She fearlessly shared personal challenges, including one particularly difficult incident, and spoke about her determination to succeed from a young age on a local radio show. Her comfort with herself and her genuine honesty made her a true role model for me. Richard Branson also left a lasting impression on me. Despite not completing university, he exemplified how vision and determination can lead to extraordinary success. His entrepreneurial spirit and unconventional path underscored his resilience and innovative approach. Additionally, athletes like David Beckham have motivated me with their relentless pursuit of excellence in their careers. Their dedication and hard work serve as a testament to what can be achieved through perseverance and commitment. In the UK, many individuals have bravely shared their stories of overcoming challenges. Each one serves as a reminder of the resilience and determination required to achieve one’s goals. I am inspired by everyone who has worked tirelessly to succeed, knowing that their achievements are the result of hard work and unwavering dedication.

By Paul Francis X. Fernandes
Arab Times/Al-Seyassah Staff

This news has been read 1054 times!