ESSENTIALS BY JAY

A 100% Lebanese brand. A cosmetics company created by a woman to meet women’s needs. How? By producing natural, vegan, and high-quality products that were missing from the market.

This was the original idea of Joelle Abboud, a young and determined 30-year-old entrepreneur who, after gaining her first experiences in marketing, decided to strike out on her own based on a simple fact: Lebanese women often couldn’t find the quality body care and personal hygiene products they wanted in stores.

Leveraging her experience in the pharmaceutical industry, Joelle launched Essentials by Jay, which currently sells exclusively online in Lebanon to offer more competitive prices. The next steps, agreed upon with the WIP team, include not only boosting sales in the Lebanese market but also expanding into international markets, opening a physical store, and creating new job opportunities.