Meet the Experts

Who’s confirmed to be at The Baby Expo Dubai!

Joelle Mardinian

Founder of Dabdub

TV star, entrepreneur, makeup artist, brand ambassador, and an icon to millions of fans who follow her on social media. Joelle is the founder of beauty empire Joelle Group, creating four successful businesses over the past decade making her an inspiration for the young Arab generation.

The story of how Joelle built her brands comes as a fascination to every budding entrepreneur. She opened her first beauty salon in 2008, MAISON DE JOELLE which paved the way for 14 other branches throughout the MENA region from DUBAI, ABU DHABI, AL AIN, RIYADH, JEDDAH, DOHA, TUNISIA, KURDISTAN, ERBIL, ALGERIA, AMMAN AND ERBID. After the huge success of her salons Joelle launched CLINICA JOELLE in 2013. The famed cosmetic clinic was awarded as the Joelle Mardinian Best Cosmetic Program at the 9th World Health Tourism Congress in 2014. Since then, the clinic has expanded to 6 other branches in DUBAI, ABU DHABI, KUWAIT, ALGERIA, AMMAN, ERBID, EGYPT. The momentum of Joelle’s passion for beauty resulted in the launch of Joelle’s skin and hair care brand Joelle Paris in 2013. The brand is all about her take on healthy looking hair and skin. The brand is now available across leading retailers and pharmacies in the Middle East and also on the JOELLE PARIS worldwide online store. The first ever JOELLE PARIS store has also opened doors in KURDISTAN in May 2018. Joelle’s latest brand to hit the beauty industry with a storm is “EYECANDY JOELLE” a contact lenses brand that became every beauty blogger and celebrity’s must have beauty product since the first day it launched on March 2020. Now “EYECANDY JOELLE” is available in many beauty and optical stores across the MENA region.

Joelle is the most loved and respected female TV personality by Arab audience globally. Her makeover show «JOELLE» was aired on MBC1 for an astonishing 14 consecutive years. She then continued her TV hosting career with a second show BEAUTY MATCH which became a huge success during the 2 seasons it aired on MBC4. Her latest on screen project was a massive success “Joelle ” the first Arab reality Show which continued to reach top 10 on Shahid VIP for 5 weeks. Joelle’s shows have always been the most watched programs in the Middle East because of Joelle’s ability to connect with her fans.

 Min alb Joelle is a series of podcast episodes dedicated to Empower Women with daring topics to break all TABOO in our society. This podcast platform will give it’s audience and listeners the content they have always wanted but never had! @min.alb.joelle

Founder of Dabdub, a baby toiletry brand, safe, fabulous and clean product yet affordable

Joelle has been a regional ambassador for the most renowned international brands since 2005 like Evian, Braun, Scholl, Bose, Dyson, amongst many, and has been featured in global TV commercials for the likes of Max Factor and Pantene. With her total social media following of 28,777,674 MILLION followers across all platforms, her followers are geographically in KSA, UAE, EGYPT, JORDAN, MOROCCO, TUNISIA, ALGERIA and ALL ARABIC SPEAKING REGIONS.

She has been recognized for her achievements and has received many awards. She was awarded the Arab Woman Of the Year by L’Officiel Middle East 2010, she has also been named Businesswoman of the year and one of the 100 Most Powerful Arab Women in 2013, 2014 and 2015 by CEO Middle East and Arabian Business. She has also been awarded as the Most Inspirational Social Media Star of the Year and also «Beauty Social Media Star of the Year» in 2016 by Shortlist Magazine. She has also won several prestigious awards in the Middle East, including the Emirates Women Award in 2017 under the Leadership category.

Forbes selected Joelle as one of the world’s 500 most influential Arabs for her success and accomplishments throughout the Middle East. JOELLE WAS ALSO ON AHLAN’S HOT 100 IN 2011, 2014, 2015 AND 2016. She has also been given «THE WOMAN WE LOVE» award as the only woman by Esquire Magazine ME in 2015.

Mona Ataya

CEO and Founder of Mumzworld.com

Mona Ataya, CEO and Founder of Mumzworld.com, has proven to be one of the Middle East’s most prominent and successful female entrepreneurs. She has  a strong track record of not only building successful businesses but also shaping the changing landscape and disrupting the ecosystem.

A transformational leader and a change agent in every sense of the word, Mona has managed to grow Mumzworld from a business plan on paper to a leading and enviable brand reaching more than 2.5 million mothers across the region since inception in 2011. Mumzworld has pioneered a revolutionary and gold standard e-commerce shopping experience for all things mother and child in the Middle East region. Today, Mumzworld prides itself with being the largest, trusted and definitive source for all things mother and child, with the widest range of products, an engaged sticky community and content, exclusive product offerings and delivery to over 20 different countries. Mumzworld has become the leading transactional and experiential e-commerce vertical play and a respected gateway into the Middle Eastern household.

Under Mona’s leadership, Mumzworld has undergone tremendous growth and successfully established itself as the regional leader in this vertical space. With over 6 rounds of funding, renowned investors on board and a solid business plan, Mumzworld became  #1 Funded Women-Led e-commerce Company in the Middle East and consequently the first regional, homegrown e-commerce company acquired by a Saudi, strategic giant. We expect to hear a lot from this brand in the years to come.

Regional recognition:

Mona has won more than 100 awards throughout her career.  Most recently, she was voted as one of the top 75 Faces of the UAE by HSBC and 5 most Powerful Women Transforming the Business World in the Levant. She is voted among UAE’s Top 3 Most Prominent Women in the Tech World. She is amongst the top 2 Forbes women creating impact in the region, most recently featured in Forbes Middle East as one of  Middle East’s Power Businesswomen in 2021, and was voted amongst the 100 most Powerful Arab Women, Forbes Top 10 Arab Women 2017, 2018, 2020; World’s 100 Most Powerful Arabs – Generation Next – Arabian Business, 2019. She was also voted SME Executive of the year 3 years in a row and one of 30 Most Influential Women in the Arab World in 2019.

Mumzworld.com has won The Business of The Year Award and Best Kids Online retailer in 2015, 2016 and 2018. Mumzworld.com was also awarded the Images Most Admired Online Retailer of the Year 2014 and 2016 as well as the “Customer Service Excellence Award” by The Customer Festival Awards 2018. 

Beyond the many awards she received, Mona plays an important role as an “Outlier” in the prestigious group of globally recognized Endeavor businesses’s and was the first woman selected into this network in the Middle East in 2014. Furthermore, she serves as a board member of the Dubai Chamber of Digital Economy (DCDE) and a representative of United Nations Conference on Trade and Development (UNCTAD) advocate for the region with a mandate to empower women and create enabling opportunities for women in the digital ecosystem. Mona serves year round as a mentor to entrepreneurs, passionate especially in enabling young female entrepreneurs.

Maira Lorena

Founder – Active Mama Workout

Introducing Maira, the driving force behind Active Mama Workout, an acclaimed platform dedicated to empowering women through safe and transformative fitness experiences before, during, and after pregnancy. With a career that spans continents, Maira initially began her journey in Australia and later ventured to Dubai, bringing her expertise and passion for women’s health and wellness to a global audience.

As a certified Pre & Post Natal Fitness Coach, Maira’s profound understanding of the physical and emotional aspects of motherhood stems from her personal journey as a mother and over a decade of experience in the fitness industry. This unique combination enables her to appreciate the importance of providing unwavering support throughout each woman’s individual journey and assisting them in cultivating sustainable habits.

Maira’s specialization lies in Strength Training, Mobility, and Inner Core Work, where she focuses on establishing solid foundations for the demands of motherhood. Recognizing the fundamental elements that contribute to a healthy and fulfilling experience for the long term, she guides women through exercises that enhance strength, flexibility, and overall well-being. Having personally faced the challenges of balancing motherhood with multiple responsibilities, Maira’s own experiences fueled her determination to launch Active Mama Workout.

Julie Mallon

Nurture 2 Sleep Founder & Certified Sleep Consultant
Julie is one of the leading sleep experts in the Middle East. She is an experienced health practitioner with 30 years’ experience. During her career, she has worked as a UK-qualified nurse, midwife and health visitor. Julie is registered with the International Maternity and Parenting Institute and is a Qualified Gentle Sleep Coach.

Known as the Resident Sleep Expert; on Dubai Eye 103.8 FM, Julie takes every opportunity to discuss and promote good sleep hygiene and the benefits of a good night’s sleep. As a clear authority in the field of healthy sleep practice, she is in high demand to speak at industry events. She spoke at the2022 US Sleep Symposium in North Carolina, USA; discussed sleep deprivation and leadership at the prestigious Leadership School in Armenia, and most recently spoke at the Children’s Mental Health Symposium in Dublin, Ireland.

She has contributed to a white paper on sleep compiled by the Global Wellness Institute.

She was a moderator at Sleep Expo 2019, the Middle East’s only dedicated sector event. Her advocacy for better sleep regularly features in leading regional newspapers and magazines including Harper’s Bazaar Arabia, The National and Gulf News, with editors and readers respecting her science-backed information.

Julie is also proud to have taken part on the judging panel for The MEED Daman Corporate Health and Wellness Visionary 2019 Award.

Doctors and wellness professionals call on Julie for training in best sleep practices, an area that she feels needs to be given more attention in modern medical practices.

Julie is often heard on a variety of podcasts and soon, she will be launching her own podcast. Through her company, Nurture 2 Sleep, the sleep expert has designed and presented customized talks and workshops for major corporations and government organizations including Snapchat, KHDA (Knowledge and Human Development Authority) and major pharmaceutical companies the UAE.