Lana Qatramiz: ‘Limiting Creativity Is Like Finishing It’

by Alexandra Mansilla

Lana Qatramiz: ‘Limiting Creativity Is Like Making It Die Slowly’

18 Sept 2024

Who is Lana Qatramiz? A stylist, creative consultant, and the mastermind behind LAS CLUB — a new beauty brand that, so far, has launched one standout product (with more on the way): the perfect eyebrow lifter, which has quickly become the talk of Dubai. Why the buzz? First, it really does give your brows that perfect lift (we tried it!). Second, it is made entirely of organic ingredients. And third — just look at that pink packaging!

We caught up with Lana to discuss her journey from the corporate world to launching her brand, had a chance to see her incredible artwork, explored why burnout is so common among creatives, and got a few hints about the exciting new product she is working on next.

— Lana, you were born and raised in France, and you spent some time living in Syria. Now you are in Dubai. Could you tell us more about these different experiences?

— I was born and raised in France, in a city about 13 minutes from Paris. It was mostly full of retired people, and we would hear about someone's passing every now and then. However, my parents wanted us to learn more about our Syrian culture and religion, so we moved to Damascus for about three years. I went to an international school there, learning in both Arabic and English.

My dad, a surgeon, wasn’t happy with the way things were done in Syria, so we moved back to France. We ended up in Paris again, but Syria had a big influence on me. My Arabic wouldn't be as strong, nor my attachment to the culture and people, if I hadn’t spent that time there. Even my English improved because of that school.

I moved around a lot, so I never really felt attached to one city or place. But now, after 10 years in Dubai, I can say it is the city I have lived in the longest!

— So, you changed a lot of schools. How was it?

— Yeah, honestly, I have always dreamed of having those childhood friends that people stay close to since school, but I always felt like an outsider with all the moving. I even wished I could stay in one place and build memories tied to a single home.

But I think all that moving around built a strong character in me. Not being attached to things has made me more of a risk-taker. I am not afraid of quitting jobs or starting a business when I feel like it. Change doesn’t scare me; in fact, I am against staying in a comfort zone. Routine makes me anxious because I believe that constant change is what drives growth and evolution.

— So, what made you decide to settle in Dubai?

— Honestly, I moved to Dubai for personal reasons, but then I decided to stay. I had started fashion design and art studies in Paris, but when I moved to Dubai, my options were limited, so I went to ESMOD for fashion and pattern-making design. Even back in university, my teacher would say, “I don’t know why, but I see you in styling.” I think that stuck with me.

In Dubai, I realized that styling had the most opportunities and variation, especially since there aren’t many major fashion houses here — mostly emerging designers. And the fashion scene was still growing, with a focus on bridal, evening wear, or local designs, none of which interested me. I am all about ready-to-wear, capsule collections, and things like that.

So, during university, I started assisting as a stylist. I met someone who introduced me to a photographer, and my first assisting job was with Mazen Abusrour, one of Dubai’s top photographers. From there, it is all about connections. You work with one photographer, and they recommend you to others. Slowly, I built my network.

Also, I remember doing hostessing just to make extra money in uni since styling jobs weren’t regular. I hosted at events like Bulgari and Cartier and thought, “I should be attending these events, not hosting!” So, I found ways to get in and eventually started getting invited, and that is how it all began — faking it till I made it.

Styling influencers also helped. I worked with many influencers for beauty brands like Maybelline, and that helped me gain visibility on Instagram. However, I always kept a full-time job at Farfetch, so I didn’t dedicate myself entirely to social media. I also never wanted to be seen as just an influencer.

— Are you picky about the brands you work with?

— I am very selective. I only work with brands and products that I genuinely believe in and that align with my values. I always personally test them for at least a month before posting.

— You once mentioned that, since childhood, you have always been surrounded by art and fashion. What did you mean by that?

— I used to draw a lot when I was younger, and I still love it. I used to go to galleries and expos, especially because it would inspire me to sketch. We would go to any museum, and they would make us sit and draw — sometimes even sketching the room around the art for perspective. It was a great experience.

That is actually what led me to think realistically about a career. I knew I couldn't just say I wanted to be a painter — it didn’t feel practical. I was also really into photography, and I think that is why I love creating content now. Ever since I was about nine, I would make little videos with my brother using our old computer’s webcam, editing them with effects and everything. I was always buying cameras, taking random photos, and editing — I really love working on photos.

Eventually, all my hobbies took a backseat when I entered the corporate world. Drawing really is all about practice. However, after leaving the corporate world, I picked it up again. The last thing I painted was a portrait of my grandpa, and it turned out incredibly realistic!

— Again, going back to the beginning of your career. You studied at ESMOD, and your first job after graduation was...?

— My first job was at Fashion Avenue in Dubai Mall, and it was so random! It was the first time someone called and said, "I have a job for you." I ended up working as a personal stylist for Fashion Avenue right before COVID when it was booming. I hosted VIP clients, and even though I was there for only a year, I built a huge client book. I met all kinds of people, from LA rappers to diplomats like the president of Madagascar. I would take them around and make sure their shopping experience was going smoothly.

That job really helped me understand the whole consumer experience — from the design side to the buying side and what influences people's choices. After that, I moved to Farfetch and then Threads, where I learned more about e-commerce and how styling and communication could drive sales. You would be amazed at how just putting together styling cards or assembling looks could lead to major sales. For example, I would style an outfit with a luxury watch, and boom, the client would end up buying the watch!

But eventually, I wanted to move away from sales. I didn’t want to climb the corporate ladder in that space. Even though it was rewarding, I wanted something more creative. That is when I transitioned to Marie Claire Arabia. I started as a fashion editor and handled shoots, and then shifted to focusing on art direction and styling.

Now, I freelance as a stylist and creative director.

— Would it be fair to say that the corporate world isn’t really your thing?

— Yes, you are right. Honestly, it made me anxious for the first time in my life. I realised that the corporate environment wasn’t where I thrived. It felt too rigid for me. I am grateful for the skills I gained, but deep down, I always knew I wanted to build something of my own.

— Why do you think burnouts happen so often in the corporate world?

— I believe we live in a fast-paced generation, where everything revolves around mass production, mass communication, and mass consumption. In creative roles especially, time is necessary to develop ideas, but in a corporate setting, there is often pressure to produce quickly. It can be hard to maintain creativity under those conditions. Creatives stop thinking outside the box and only follow guidelines. Limiting creativity is like making it die slowly.

If you look at real artists, the greatest creatives in history, they took time to develop their art. Their environment, space, and conditions were critical in creating those masterpieces. But how can you feel inspired when you are sitting in a corporate office, staring at a laptop? It just doesn’t spark joy.

With my own brand, LAS CLUB, I always remind myself of my early experiences. I want to change the narrative, not repeat the same mistakes.

— Burnout, anxiety — how did you manage to overcome them?

— I think when you start asking yourself important questions like, "What do I actually like?" or "How do I see myself growing in this company?" — and I have tried different ones — you begin to realise where your true interests lie. For me, I had absolutely no desire to climb higher in any company. It just wasn’t a goal for me. I told myself, "Lana, you're not a corporate person." And I truly believe it is down to personality — some people are meant for the corporate world, and others just aren't.

I started freelancing, and while it wasn’t easy at first — freelancing isn’t always consistent — it gave me the flexibility to explore different opportunities. Over time, it helped me build my brand, LAS CLUB, and sustain myself as freelancing became more stable.

For me, I knew from the start that I didn’t want to be an employee by the time I turned 30. I have always believed in manifesting my goals. I promised myself that before I hit 30, I would have my own business and leave the corporate world behind. And that is exactly what I did.

— Now you have LAS CLUB, which makes the iconic eyebrow lifter! Can you tell us a bit more about how it all began?

— It all started when I stopped plucking my eyebrows. I used to pluck them to make them look higher, but then I thought, why not embrace my natural brows? I always admired models with bushy eyebrows, but my own brows were straight, so I felt like they looked weird and not presentable if I left them alone. I decided to give it a try and embrace them. To style them, I tried different gels and waxes, but they were either too heavy or left residue.

One day at the salon, I asked my lash girl what she thought about my brows, and she told me they were amazing and I shouldn’t pluck them. She gave me something like an eyebrow soap to try, and I loved it, but I still wasn’t happy with the ingredients. That is when I decided to create my own product.

I have two business partners, and one of them is great with recipes — he is a good cook, actually! So we started experimenting at home with different formulas, trying out hundreds of recipes on ourselves until we found something that worked. The key ingredient? Sugar! I discovered that sugar is actually used in a lot of skincare products because it is a natural exfoliant and has many benefits.

We combined sugar with vitamin E, glycerine, castor oil, and rosemary — all ingredients known for hair growth. The result was a product that not only lifts the brows but nourishes and promotes growth as well. After just a month or two, people were telling me their brows were growing back. One of my friends even had gaps in her brows, and after using the product, they filled in completely.

It is amazing because now we have a product that is not only an alternative to harsh chemicals but actually helps your brows grow while styling them!

— What do you plan to launch in the near future?

— I am working on another product, and I always keep it a secret to let my audience guess what it is. I love teasing them!

— Let’s keep giving hints. In three words, what will it be?

— I would say: unisex, hair, and portable.

by Alexandra Mansilla

Lana Qatramiz: ‘Limiting Creativity Is Like Making It Die Slowly’

18 Sept 2024

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18 Sept 2024

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