Beauty E-commerce Startup Feel22 announces regional expansion across the Levant

The round was backed by Equitrust, Choueiri Group's investment arm, along with other private investors

Feel22 Founders: Maurice Mattar (CEO) and Darine Sabbagh (CMO)

Feel22 Founders: Maurice Mattar (CEO) and Darine Sabbagh (CMO)

Beirut:, the leading beauty ecommerce platform in Lebanon plans on further growing the business across the Levant after receiving a Series A funding round in October.

The round was backed by Equitrust, Choueiri Group’s investment arm, along with other private investors.

“Beauty is one of the most exciting e-commerce opportunities in the MENA region, where

online platforms can offer consumers a unique combination of choice, convenience and price. Feel22 has quickly emerged as a leading player in the Lebanese market, and is now ready to scale up its model across other Levant countries, where customers deserve a better beauty experience. We are looking forward to help them in this journey” - stated Patrick Thiriet, Chief Strategy Officer of Choueiri Group.

The startup launched in Lebanon in August 2016, spearheaded by it’s co-founders Maurice Mattar and Darine Sabbagh and backed by its strategic and financial shareholders. Feel22 aimed to fill the ecommerce vacuum at the time and  provide digital consumers a wide selection of makeup, haircare, skincare, perfumes and other beauty products from established as well as emerging brands at the best price.

With a focus on affluent millenials, the company quickly crossed the million dollar mark in revenues by leveraging its understanding of the beauty digital landscape and its community of 200+ beauty influencers. The platform now housing over 400 brands, has also secured key partnerships with major beauty players, such as L’Oreal Group, as their preferred e-commerce partner because of it’s innovative marketing offering to partner brands.

“We are excited to replicate our success in new markets along-side like-minded  investors. It’s just the right time. The beauty and personal care market is expected to keep growing over the next 5 years and according to our estimations, already accounts for over $1 Billion in the Levant” - explained Maurice Mattar, Feel22 CEO and cofounder.

Feel22’s pipeline for 2019 includes expansion to Iraq, Jordan and Syria. The company also has ambitious plans for its home market where it intends to consolidate its leadership position, enhance its marketing and data analysis solutions for brands who consider e-commerce the next frontier to reaching and understanding their consumers.

About Feel22 is the leading beauty ecommerce platform in Lebanon launched in 2016. It’s aim is to provide the widest selection of makeup, haircare, skincare, perfumes and other beauty products from top and emerging brands. The platform now houses 400+ brands with over 20,000 beauty products. The company is planning to expand further across the Levant region in 2019.

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