Pharmacist. Founder.
Marketing Systems Builder.
I didn't plan to become a marketer.
I trained as a pharmacist. In 2020 — not the easiest year to open anything — I started Dermarose, a laser and skin clinic in Alexandria, with no marketing background at all. Every decision, from pricing to which device to buy, was made under the pressure of the moment, without the experience I have now.
Four years later I built VitalRoots, a haircare brand, from scratch. Same lesson, different business: the marketing was never really the problem. The system underneath it was.
I write and share these stories in detail on Instagram — real numbers, real mistakes, not case-study polish. This page is the short version.
Six years, two businesses, one lesson repeated
Founded Dermarose Laser & Skin Clinic
Opened in Alexandria as the pandemic's economic impact was still fresh. Early pricing decisions chased volume over positioning — a decision I'd make differently today.
Learned Systems the Expensive Way
Equipment bought on trend rather than usage data. A booking system chosen for flexibility that made reconciliation harder every month. Each decision taught me to weigh real cost against real use.
Launched VitalRoots — and Lost Money on the Website Twice
A first website cost 21,000 EGP and produced zero sales. A second attempt, moving off Shopify entirely, cost 55,000 EGP and still didn't track properly. A simple Easy Orders page, built as a stopgap, outperformed both.
Rebuilt VitalRoots on Shopify — Properly
Moved to Shopify with the customer journey mapped first. The lesson that stuck: an ad can't fix a broken storefront, and complexity isn't the same thing as quality.
Building Systems for Other Founders
Splitting time between Alexandria and Abu Dhabi, I now help beauty clinics and haircare & skincare brands across Egypt and the Gulf build the systems I had to learn the hard way — so they don't have to pay the same tuition.
Confident. Calm. Practical.
What guides the work
Educational over promotional. Every recommendation comes with the reasoning behind it, not just the instruction — because a system you understand is one you can actually run.
What I won't do
Overpromise results, fabricate numbers, or sell a "hack" instead of a system. If a smaller fix is genuinely what you need, I'll say so — even if it's a smaller project.
Want the full story behind Dermarose and VitalRoots?
The detailed lessons — pricing, equipment, the website that failed twice — are broken down in the case studies.
Read the Case Studies