image
InterviewBeautyJewellery

by Barbara Yakimchuk

12 Years a Blogger: Maya Ahmad On Beauty & Business

6 Jun 2025

You wake up at 7 am (okay, maybe 8 or 9 if you are lucky) — and the first thing you do? Scroll your phone, right? If so, chances are you have come across her: Maya Ahmad, a well-known Middle Eastern beauty blogger with 1.2 million followers — not exactly easy to miss.
But Maya isn't just about content anymore. These days, she is into wellness, energy healing, and sports. “I am really trying to be a Pilates girl, but I cannot” she jokes, inviting everyone to join her at Motion Studio, where she is also a... cycling instructor. Oh, and she runs a jewellery brand too — a big part of her life now.
So much happening in one person? We tried to unpack it all. Let’s dive in.
image
image
image
— Could you start with a short introduction for those who might not know you?
— I am a content creator, working with lifestyle and wellness brands through digital content — on my own platforms and beyond. I am also a cycling instructor at a studio in Dubai, and I recently relaunched my jewellery brand called MYNE — almost like my child, and very close to my heart. Outside of work, I am a proud dog mom to Frodo and Gandalf, and I have a deep love for high fantasy — anything magical that lets me escape into another world.
— How do you manage to balance all of this in a single day?
— Honestly, I treat my life as a kind of sanctuary. Every day is about growing, working on myself, and staying grounded. I have always been more inward-facing, a bit introverted when it comes to my personal space. Over the years, I have built a strong sense of discipline around that.
— You have a significant presence on Instagram, and I believe also on YouTube. What does social media mean to you personally? Would you say it has more benefits or drawbacks?
— Social media has been a major part of my life — I have been doing this for over 12 years. I genuinely love it, but over time, I have become more intentional about what I share, what I promote, and how I show up.
Of course, there are challenges. Keeping up with trends, staying relevant — it can be exhausting. Sometimes you have to be present online even when things are not great behind the scenes. I have had moments where I felt like I had to wear a mask just to keep going. But that’s also where you get to choose how you show up. You can be real, honest, even vulnerable — and that is where the real connection with your community happens.
image
image
image
— During the difficult periods of your life, do you tend to share those moments on social media, or do you stay silent?
— To be honest, I have always been someone who shares openly. I never tried to create a “perfect” image online — that is not how I built my community. The connection I have with my audience has always come from honesty, from showing both the highs and the lows.
That said, some experiences are too raw to share in real time. I don't speak about everything immediately. I give myself space to process, to find clarity. But once I have moved through it — or at least found peace with it — I come back and share the story. I talk about how I navigated it, what it taught me, and how I moved forward.
— Can you share an example of one of those difficult moments?
— As you know, I am Lebanese, and we have collectively faced a lot. On a personal level, I am entirely self-made. I started working young, and I did not have a male figure supporting me financially. Everything I have, I earned. I was working, saving, building something for myself — especially the dream of owning a home, just to feel safe and grounded.
Then came 2019. The crisis in Lebanon wiped everything out. Every single penny I had worked for was gone. I was one of so many who lost everything. It was devastating. I had two choices: collapse, or go silent, rebuild from the ground up, and come back stronger. I chose the second.
And when I finally did rebuild — when I reached a place where I felt proud of what I had achieved — I shared that journey. Every step of it. And the response was overwhelming.
— And how do people usually respond to this kind of content?
— People are incredibly sensitive to honesty. When someone is being real, it just hits differently — it resonates. The support I received was so moving. It reminded me why I started sharing in the first place.
Actually, the first video that went viral had nothing to do with beauty or wellness. It was one of those honest, revealing moments — about me buying and renovating my home. It wasn’t polished — it was chaotic, emotional, full of transformation — but there was a kind of beauty in that mess. I showed the raw process, the struggles, the progress… and people genuinely connected with it. I think the vulnerability is what made it so relatable.
I didn't expect it to blow up, but it ended up completely shifting my direction. From that point on, I started including more lifestyle content — how I start my day, my rituals, my home, my energy. It felt more personal. And clearly, people wanted that.
image
image
image
— Do you ever feel like sharing so much of your personal life interferes with your privacy?
— Not really. I have never been an 'oversharer'. I am honest, I am vulnerable when it feels right, and I share what I am comfortable with — but I also know my boundaries. There are parts of my life that I keep just for me, and I think that balance is what keeps it sustainable.
After 12 years of doing this, it has become second nature. I know what feels right to share and what does not — and that instinct helps me stay both authentic and protected.
— Your beauty blog is a huge part of what you do. Why did you decide to dedicate most of your platform to beauty?
— To be honest, beauty has always been a deep passion of mine. When I was growing up, it was my escape — a kind of therapy. Playing with products, discovering new ones — it just made me happy. That’s really where everything started.
Over time, it became more than just a hobby. I wanted to understand beauty — not just what looked good, but how products worked, what ingredients did, what was worth the hype and what was not. It was not just about creating looks or following trends. I wanted to share real knowledge — tips, tricks, and everything I was learning with my audience. And over the past 12 years, we have grown together. It feels like we have been on this journey side by side.
These days, I am branching more into wellness and fitness, but beauty was the beginning — and it will always be a part of who I am.
image
image
image
— I am sure over 12 years you have come across any beauty products or routines that really did not work for you. Did you share that with your audience?
— Definitely. I have always been transparent about what I love and what I do not. I actually remember this one incident really clearly: I was working with a brand I genuinely liked — I had a long-term contract with them — and they would send me these massive PR boxes.
One day, I tried a few of the new products on my Stories, and I was completely honest. I said something like, “I really love this one… but I do not like this at all.” And just like that, I was removed from their press trip. It was crazy.
But honestly? That only made me more committed to being real with my audience. If something does not work, I am not going to pretend it does. People appreciate honesty — and that is what builds trust.
— What are some of your current beauty life hacks or game changers?
— Now that I have turned 30, my whole approach to beauty has shifted. What I prioritise and love has evolved so much.
And funny enough, one of my biggest hacks has nothing to do with skincare products — it’s a silk pillowcase. It is amazing for both your skin and your hair — especially if you are a side sleeper. It helps prevent fine lines from forming and keeps my hair smooth and frizz-free.
Another one is the Tower 28 SOS spray. It is antibacterial and super gentle — you can use it over or under makeup. If you work out a lot, touch a lot of surfaces, or struggle with breakouts on the face, neck, or back — this product is a must. It protects your skin barrier and keeps everything in balance.
And of course — SPF! But that one is obvious, especially during the summer.
— You mentioned that your approach to beauty and self-care has evolved over the years. I am curious — what exactly changed in your routine or mindset?
— In my early 20s, I was mostly focused on makeup. It was all about, "How can I cover this? How can I layer that?" Skincare came second. But as I got older, especially after 30, my perspective shifted completely — from covering to healing, from surface-level fixes to targeting the root cause. Now it is not just about what I apply on my skin; it is also about what I eat, how I take care of my gut, and what my overall wellness routine looks like.
— What would you say are the three core pillars of beauty and a healthy lifestyle?
— Actually, I would love to name four:
  • Movement
Your body is made to move. That does not mean you have to do intense workouts every day — it can be dancing, swimming, walking… whatever feels good.
  • Nourishment
What you eat shows up everywhere — on your skin, in your hair, in your mood. I always say: your gut is your second brain. I try to stay away from sugar, processed food, and anything packed with preservatives. You can’t expect glowing skin if you aren't nourishing your body from the inside.
  • Recovery
This one becomes a real game changer after 30. You can push yourself, sure — but if you don’t give your body time to rest, it will catch up with you. Sleep is everything.
  • Mental and emotional well-being
This might be the most underrated one. It is about learning to set boundaries, knowing when to disconnect, and surrounding yourself with people who uplift you. Emotional stress shows up on your skin, your body, and your energy. Protecting your peace is a big part of true wellness.
image
image
image
— Wow, mental and emotional well-being. A lot of people listen to psychology podcasts or read books, but still avoid therapy, for some reason.
— Yes! I think there is a big difference between awareness and actual healing. A lot of people get to a point where they are like, “Okay, I heard this on a podcast,” or “I read this book — maybe I do have some emotional patterns,” or “I think I’ve been allowing certain behaviour into my life.” And that is a great first step — awareness is important.
But that is where many stop. They think that simply recognising the issue means they have done the work. But really, that is just the beginning. Awareness is step one. What comes next — therapy, energy work, journaling, inner work — that is where the actual healing begins.
And honestly, the real journey does not even start with healing. It starts after healing — when you begin to rediscover who you are, rebuild your relationship with yourself, and grow into the next version of you.
— And for you personally — are you currently in therapy?
— Absolutely. I am always in therapy. For me, it is a continuous process. There is always something new to understand, release, or grow through. It is a journey that never really ends — and I am okay with that.
— Another thing in your list was sport — and I know you are a big advocate of cycling here in Dubai. How did that happen?
— To be honest, the studio opened back in 2017 or 2018, and a friend of mine took me to check it out. It completely blew my mind. It felt like a rave — dark room, loud music, lights — but at the same time, you were sweating like crazy. And sweating, for me, is a form of release. It is detoxing — physical and emotional.
I remember walking out of that first class thinking, “Wow, a part of me feels healed.” I became a regular after that — really consistent. Eventually, the founders of the studio noticed and asked if I wanted to train as an instructor. I said yes, but then COVID hit.
So, during lockdown, I bought a bike and started practicing at home. I auditioned later and got in. I have been teaching ever since. It’s just such a fun, high-energy sport. I get bored easily — I have tried to be a Pilates girl, really tried — but it is just too slow for me. I need something that fully stimulates me. And cycling does exactly that.
— Let’s talk about your brand. How did the idea come to you, and why jewellery specifically?
— Honestly, it was the most unexpected thing. Around seven or eight years ago, my business partner — who is also a close friend — gave me a beautiful Virgo necklace on a transparent thread. I loved it and wore it all the time on social media. I have always had a passion for jewellery, and my partner knew that.
As I kept wearing the necklace, people constantly asked about it — literally, all the time. I could be talking about something completely unrelated, and the comments would still be about that necklace. It became clear that it really spoke to people. For me, it was symbolic, personal, meaningful — and I thought, why not create something that gives others that same feeling?
— Your designs are quite different from each other. How do you come up with them? Do you collaborate with someone or design everything yourself?
— The designs come from both me and my partner. We work closely together, and while we each have our own ideas, we always return to the same core question: What makes this piece special? What makes it personal? How does it connect to someone’s identity or ritual? That shared focus keeps our vision aligned, even when our creative approaches differ.
image
image
image
— Can you describe your process for creating a new piece, step by step?
— It takes time — it isn't quick, and definitely not easy. We don’t work with an external designer, so we do everything ourselves. That means a lot of trial, error, revisions, and sometimes frustration. But we truly love the process.
It isn't like we sit at a café and sketch ideas on the spot. It starts with inspiration. I usually begin with a mood board — images, colours, textures, even feelings. I ask myself: What emotion or energy do I want this piece to express? And from there, we start thinking about how to bring that to life in physical form.
For example, we are about to launch birthstone pieces. They’re based on your birth month, but they go beyond that. I have always had a deep obsession with the desert — the dunes, the curves, the textures — so I wanted to reflect that magic and movement in the shape of the jewellery. These new rings and pendants carry both your personal symbol and the visual story of the desert’s flow. That is how we create — through emotion, symbolism, and storytelling.
— Many creatives say inspiration comes from frustration. Does that apply to you?
— Not really — not at the beginning, at least. When we started MYNE, it came from a desire to create, not to escape or fix anything.
That said, I do think there is truth in the idea that creativity can be therapeutic. When I’m working on a piece — especially when I am doing something like wax carving — it is such an immersive process. I don’t think about anything else for hours. It becomes a kind of escape.
So even though my journey didn’t start from frustration, I understand how the act of creating something can feel like healing. You zone in. You tune everything else out. It becomes your own little world.
— Are there any pieces in the brand that you made entirely by hand?
— Yes! That is actually something I’m super excited about. I’ve decided to release a special drop every month — a piece I made myself.
These are really unique because with wax carving, no two pieces are ever exactly alike. Even when we make a mould from one of them, we only create a very small number of pieces — so they stay rare and personal.
image
image
image
— Which piece from your collection is the most popular among your audience?
— The birthstone necklace. It is delicate, beautiful, and timeless. I think people love it because it is something they can wear every day — layer it, stack it, dress it up or down. That was really important to us when we created MYNE.
We never wanted to chase trends. We wanted to create jewellery that is personal, meaningful, and lasting — something that feels just as special years later as it did the first time you put it on.
— Final question: Can you name three things you couldn’t imagine your life without?
— My Kindle (e-reader device), for sure. I take it with me everywhere.
Second, there is one ring from MYNE that means the world to me. If I were dying, I would probably be holding that ring. It holds so much meaning.
And third… it is a tie between two beauty products I use constantly: the 'Beauty of Joseon' sunscreen from South Korea and the Summer Fridays Lip Butter Balm. I use both non-stop. It is hard to choose, but those are the first things that come to mind.