Belgian expat turns passion for beauty into business venture

Resident’s Dubai start-up helps improve profitability of hair and beauty salons

When Belgian expat Valerie Reynaert, 44, moved to the UAE in 2003, she recalled how she was easily blown away by the glitz and glamour, like any other new resident. But she also went on to reveal how it was this eye for beauty and lifestyle which she gradually developed into a new business in 2020.

“When I unexpectedly moved to Dubai, I had no idea what to expect from Dubai and what the beauty industry looked like. But it was nearly two decades in the business and beauty space which fuelled a drive to recently launch my first start-up,” she revealed.

Born and raised in Belgium, Reynaert started her career as a beauty therapist back in 2000 after having studied at international beauty school Lise Loriot in Brussels. But before she did, she also studied economics, modern languages and even law back in her home country.

In the span of three years, she has held jobs as a training manager for a cosmetics distributor, general manager at US-based wellness provider Soothe Group, where she managed a number of salons, before working as Brand Director at Abu Dhabi-based hair salon chain Nayomi Beauty Salons Middle East.

After also having taken up a master’s degree in marketing from Dubai-based Middlesex University in 2013, she held the position of International Business Development Director at The Grooming Company and the role of managing director at Sisters Beauty Lounge, JetSet and Trevor Sorbie Dubai, in 2017.

Knack for business

By adapting to such management-level corporate work practices, Reynaert developed a knack for business and numbers, which later equipped her in setting up her own business. She ventured into entrepreneurship in 2020 in Dubai when starting an advisory platform for salon owners in the region.

In her role as a general manager of a chain of hair and beauty salons, she went from running one chain to multiple chains, and later also even setting up a distribution company. “It also taught me how not to run a business, which turned out to be more beneficial than I initially thought,” said Reynaert.

“The corporate culture had unfortunately distanced me from my core vision, so much so that I no longer understood what I was doing there. Mentally, I couldn’t continue being a part of it. So, after several years of developing the business I worked at, I quit, and started VR Beauty Consulting.”

The business coaching online platform, which is focused at primarily improving profitability of hair and beauty salons, was launched right at the start of the pandemic, so the core business offering was developed, keeping in mind the online-favouring market dynamics presented by the pandemic.

“For me, it was a friend who had moved back to Belgium after many years in Dubai. When I saw her two years following her move, I asked if she had missed Dubai. She ‘replied she was happy in Belgium but had one regret: she hadn’t saved more,” said Reynaert.

This was what made her relook at her lifestyle, save money, and invest in her first property. “I am investing more wisely and focusing on finding ways to make money work for me [since].”

“When people earn more money than back home, they may want to live a better life but may forget how important it is to put money aside. We all often go through this till someone wakes us up,” added Reynaert, while stressing on the importance of saving even 5 per cent of your income as you begin.

Money management lessons

Her parents were the most prominent example that hard work pays off. “My parents were hairdressers, having run their own salon business for 50 years. They were as fortunate as I am that, early in life, they found their passion and could make their profession out of it,” she added.

“Early on, my parents invested in properties and taught me how important that is because whatever happens, you will always have a roof above your head. I have invested in property in my home country, and I dream and look forward to opening the door to a home I own here in Dubai.”

Reynaert, who financed the initial investment costs of her business from her savings, said she was always on a lookout for low-cost options when it comes to business costs. “For the license, I opted for RAKEZ [Ras Al Khaimah Economic Zone] because, at that time, they were running a promotional offer for women entrepreneurs. Additionally, there were costs for the visa and website.”

She managed to also costeffectively develop her website through a company that believed in her start-up journey. For copywriting, she hired someone on Fiverr and received free support from her friends for brainstorming and designing her logo, editing, branding and developing IG [Instagram] look.”

Reynaert detailed out the following expenses when starting out: A one-year freelance permit, plus visa cost of Dh10,042, while the website cost Dh4,725. Copy-writing content cost Dh735, while business cards cost Dh1,000, with the total cost coming to Dh16,502.

When people earn more money than back home, they may want to live a better life but may forget how important it is to put money aside. We all often go through this till someone wakes us up.”

Valerie Reynaert | Beauty Consultant