This UAE-Based Hair Care Brand is Proudly Whipping it Back & Forth

In 2011, American artist Willow Smith would release her hit song and to-be viral anthem ‘Whip My Hair’. What would follow was a global dance craze in which hundreds of thousands - even millions - would do exactly that: whip their hair, back and forth, left and right, and proudly so. But what does one do when their hair refuses to cooperate? When the volume simply refuses to amp it up to the beats of this R&B/Hip-Hop beat? Does one give up? Does one simply ignore the call of hair-o-graphy? Many have, but none should ever.

Though 13 years have passed since the release of the aforementioned classic, one UAE-Based Egyptian entrepreneur is making sure no curly-haired woman loses out on the chance to whip her hair back and forth on account of damage, hair loss, or simply uncooperative strands.

Mony Helal is a Dubai-based Egyptian entrepreneur, TV presenter, and reigning Miss World Egypt (from 2018 all the way through 2021). When Helal was just 18, her hair had been through it all. Years of dyes, straighteners, and those occasional bad hair decisions we all regret - particularly when break ups are involved - had left her once-glorious curls a little less than ideal. So naturally, she went on a quest to find the perfect fix: extensions that could bring her natural volume back without all the chemicals. Little did she know, the Middle East wasn’t exactly brimming with curly hair extensions.

Fast forward a little over a decade (and probably a lot of deep-conditioning treatments), and Helal decided enough was enough. If the Middle East didn’t have what she needed, she’d just take matters into her own hands. Enter Mony Beauty: a UAE-based hair-care and beauty brand launched in June 2024 that's more about curls than compromises. Helal’s mission? To give women with textured hair the premium extensions they deserve - 100% natural, chemical-free and ethically sourced with love.

"I’d spent countless hours researching hair health, styling techniques, and beauty trends.” Mony Helal tells SceneNowUAE. “People were always amazed when they found out I was wearing extensions, and that’s what pushed me to create something exceptional.”

At its core, Mony Beauty isn’t just about fixing bad hair days - it's about flipping the narrative on curls in the region. For years, textured hair wasn’t exactly the star of the scene, especially in the Middle East, where finding the right products felt like an unnecessarily exhausting treasure hunt, minus the treasure, sadly. But Helal knew the power of curls - how they could be bold, beautiful, and simply, serve looks - and wanted to ensure no woman ever felt pressured to hide, straighten or tame what was meant to be celebrated.

With each bundle of raw hair sold by Mony Beauty, ethically sourced from South Indian temples where they are donated as part of a spiritual ritual, Helal is sending a clear message: curls deserve love. And it’s not just about aesthetics - by using untreated, single-donor hair, the brand preserves the natural strength, shine, and texture rarely found in traditional extensions.

In a market saturated with synthetic or heavily processed hair, Helal aimed for Mony Beauty to offer a sustainable solution that felt and looked authentic. “Our extensions are designed to empower women, to own their beauty without feeling the need to conform,” Helal tells SceneNowUAE. “I want every woman to feel confident and beautiful, whether she's rocking her natural curls or adding some extra volume for a special occasion.”

With a lifespan of several years - up to four as the brand proudly proclaims - these extensions are built to last, providing thickness and volume from root to tip. Plus, the versatility in colour allows experimentation with style, as the hair can be dyed to a variety of shades.

Helal's future plans for Mony Beauty extend beyond mere hair extensions - yes, dearest reader, pun intended - with more lines slated for release down the line, all carrying within each strand the very same ethos of her inaugural offerings. And the best part? There’s worldwide shipping, so no matter where you are, you can whip those natural extensions back and forth, ethically so, of course.