23 INTERVIEW FOUNDER, ASAP INITIATIVE “Because of the mental stress brought about by COVID-19, BIO Sheikha Majda al Sabah is a beauty industry entrepreneur and philanthropist whose business grew from a home beauty service into a beauty salon and diversified into a standalone product line. Her passion for women’s ability to take care of themselves has led her to champion talking openly about the burdens that most women face in their lives and their inability to ask for more help, especially in times of mental stress. She strongly believes in self-care and that beauty starts with a clear and peaceful mind. She has dedicated a percentage of ASAP brand’s sales to the creation of the ASAP Initiative, which has been solely dedicated to promoting mental health and wellness since 2017. ✖
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