Yasmine Awadeen, Founder, The Bath Land
Over the past few decades, the beauty industry has undergone a significant shift. Consumers have become increasingly aware and inquisitive about the ingredients listed. We have become more sceptical of exaggerated claims and more demanding of transparency. “Clean” is the new claim. The market is flooded with brands that emphasize scientific credibility but remain opaque, inaccessible, and disconnected from how consumers actually use products in their daily lives. The result is a market saturated with claims, but short on evidence that is both transparent and meaningful.
Over time, these contradictions influence sourcing decisions, formulation standards, regulatory compliance, and, ultimately, long-term consumer trust. It also places pressure on founders to choose speed over scrutiny, and visibility over verification. It is amid this contradiction between science and lived experience that The Bath Land takes shape in 2018. Inside this boutique cosmetics house, headquartered in Egypt, we find Yasmine etching a new definition of modern beauty leadership. Here, precision is not positioned as a luxury but as a responsibility. This is where clinical rigor meets conscious self-care.
In an industry often driven by speed and spectacle, Yasminehas chosen a different rhythm- one that blends nature and science. Yasmine Awadeen did not enter the beauty sector from a marketing or branding background. She came from academia. Trained as a pharmacist with a master’s degree in microbiology, she had spent years teaching at the university and working in research. That training, she explains, shaped how she understood systems, risk, and accountability long before entrepreneurship entered the picture.
“Studying pharmacy and later working as a microbiology researcher taught me discipline, precision, and respect for evidence. In the lab, you learn very quickly that assumptions are dangerous, that small variables matter, and that progress is incremental, not instant,” reflects Yasmine.
From Laboratory Discipline to Entrepreneurial Logic
That early immersion in scientific thinking did more than just inform Yasmine Awadeen’s technical competence. It quietly changed her perspective on failure, progress, and responsibility. Research, she notes, is an environment where success is rarely immediate, and outcomes are never assumed. “Experiments fail far more often than they succeed, but each failure carries data.” Over time, that reality dissolved the fear often attached to missteps. Instead of personalizing setbacks, she learned to read them as information—signals to refine, recalibrate, and try again. Entrepreneurship, in her view, follows a similar logic. We test hypotheses, observe behavior, refine assumptions, and iterate—always grounded in evidence, never intuition alone.
Working in healthcare further deepened her sense of accountability. Decisions were not abstract or symbolic; they targeted real-world problems. That experience trained her to balance ambition with responsibility, speed with accuracy, and innovation with care. When she eventually transitioned into building products and businesses, she did so with the same stringency she once applied to research protocols. So, in retrospect, the move from academia to entrepreneurship was not a rupture, but a continuation. The principles remained intact, even as the context changed.
The Brand That Refused to Choose Sides
The Bath Land emerged from a growing discomfort with the beauty industry’s prevailing narratives. On one end of the spectrum were brands promoting “clean” formulations without evidence. On the other hand, products are rooted in science but presented with opacity, rigidity, or emotional distance. For Yasmine, neither extreme was acceptable. “The core idea behind The Bath Land was to challenge a contradiction,” she reflects. “Brands were either ‘clean’ without evidence, or scientific without being transparent or accessible. I wanted to build something that refused to choose between the two.”
Her scientific background made her wary of vague claims and trend-driven formulations. “Natural,” she emphasizes, does not automatically mean safe, nor does “clinical” have to mean harsh. Seeking to bridge this gap, she founded The Bath Land— a brand built on the belief that consumers deserve formulations that are scientifically proven to be safe and effective. Clean ingredients, within the brand, were never treated as a marketing device. “They were a responsibility.” Every formulation was required to meet two standards simultaneously: safety for daily use and measurable performance. That meant questioning trends, validating ingredients, and being transparent not only about what works but also about what does not. “True beauty innovation happens when clean formulations are guided by evidence, not hype.”
Building Trust in a Market of Noise
Building trust, Yasmine learned, is slower than manufacturing excitement. One of her earliest challenges was entering a market saturated with noise, bold claims, fast cycles, and fleeting loyalty. Credibility, she knew, could not be rushed.
Sourcing presented another reality check. Supply of high-quality, compliant raw materials lacked consistency, particularly when standards are non-negotiable. Packaging brought its own complexity. It needed to feel premium, meet sustainability and quality benchmarks, and still make economic sense. Each decision required iteration.
Scaling became an additional pressure. The temptation to simplify formulations or cut corners was compelling. Yasmein resisted. Growth slowed at times, intentionally. Supplier relationships deepened. Testing intensified.“What people see as an overnight success is usually years of invisible effort — and we’re still building,” Yasmein reflected, underscoring her adherence to non-negotiable standards. Growth, in this model, is not defined by velocity but by consistency.
Leadership Rooted in Clarity, Not Control
As the organization evolved, Yasmine’s leadership philosophy took shape around people rather than hierarchy. “My leadership style is centered on people before process.”
Empowerment, as she believes, is not the absence of structure, but a thoughtful design of it that creates clarity and shared ownership, prioritizing mindset over credentials, curiosity over compliance. Her role, she explains, is to maintain a balance among research, creativity, and business discipline- three core imperatives that work not in isolation, but as an interdependent force. Grounded in clear principles, these non-negotiables serve as the brand’s inner compass, guiding people while encouraging them to experiment, iterate, and take charge. “The strongest teams aren’t built by control, but by clarity, trust, and shared ownership.”
Sustainability Begins with the Founder
Entrepreneurship refined Yasmine’s understanding of balance. Early on, she equated constant availability with commitment. Over time, she recognized that the cost of exhaustion on decision-making, judgment, and the business itself was intimidating. “Balance isn’t about doing less — it’s about being intentional.”
Protecting mental clarity became as important as protecting formulation standards. Stepping away when response turned to reaction, delegating responsibility, and building a trusted team allowed the business to grow without depending on her constant presence.“Sustainable businesses are built by founders who protect their energy as carefully as they protect their vision.”
A Brand Built Layer by Layer
The Bath Land’s journey began at amoment of professional precarity. With limited academic opportunities available, Yasmine faced a crossroads familiar to many but rarely articulated. She chose to create another path. What began as a response to constraint quickly became a space where her scientific training could be applied in a more tangible way, working closely with customers, refining formulations, and building the brand from the ground up. Bahrain shaped its identity. Egypt later enabled it to scale, strengthening operations while remaining faithful to its founding principles.
The result was not consolidation alone, but expansion with intent. In 2026, Yasmine extended her vision by founding Glowett, a cosmetic brand launched in Bahrain, carrying forward the same science-led discipline, regulatory rigor, and commitment to consumer trust—translated into a new market context. It reaffirmed her belief that credibility, when travels with care and consistency, can cross borders without losing its integrity. Looking ahead, expansion across the wider GCC will be measured, culturally aware, and regulation-conscious. Growth, for The Bath Land, has never been about speed, but about earning its place.
“Sometimes entrepreneurship isn’t a choice you plan — it’s the path you create when the original one closes.”
Giving Expertise the Space to Grow
In closing, Yasmine’s advice to the emerging beauty aspirants enlightens us with the same principles that have guided her.“Don’t underestimate what you already know.” Expertise, she believes, carries value far beyond traditional roles. The challenge is not just to acquire more knowledge, but to trust oneself enough to apply it differently.
For women entrepreneurs especially, she offers a reminder that action precedes assurance. “Confidence doesn’t arrive first; it’s built through action.”
“You don’t need to abandon your expertise to become an entrepreneur — you need to give it the space to grow.”