My Story

I was born in Lebanon, in the midst of war.
I grew up in a difficult environment where I had to learn, early on, to move forward without waiting for things to fall into place on their own. In 1990, at the age of 20, I left Lebanon for France to pursue studies in engineering. After earning a PhD in microelectronics, I joined a CNRS research unit in Grenoble specializing in microelectromechanical systems (MEMS).

In 1997, I founded MEMSCAP, a company focused on MEMS technology, supplying sensors to industries such as aerospace, healthcare, and telecommunications. MEMSCAP went public in 2001, marking a major milestone in my entrepreneurial journey and confirming the value of breakthrough technology applied to critical sectors.

In 2002, I launched INTUISKIN to apply microtechnology to the skin. Then in 2010, I founded IOMA, a personalized skincare brand born from a simple observation: cosmetic products make many promises, but very few actually deliver.

With IOMA, I wanted visible, measurable results.
It all started from a personal need—to understand my own skin and use products that responded to what it truly needed, not to a marketing trend. I developed devices capable of precisely measuring skin condition—hydration, sebum, wrinkles, spots, redness—and recommending targeted treatments formulated in a lab.

IOMA is skincare driven by data, in service of real effectiveness.
No one-size-fits-all routine: every skin has its own needs, and each treatment responds with the right formula, at the right dose.
IOMA was the first brand to introduce skin diagnostics into mainstream cosmetics.

In 2016, I created IEVA Group to give structure to a vision: building an ecosystem where technology sustainably enhances beauty and well-being.

In 2020, I launched myIEVA, a beauty and wellness subscription designed to evolve with each individual, at every stage of life. Subscribers build their own box, choose products from multiple brands and a wide range of treatments, set the frequency and delivery date. They’re free. This isn’t a rigid subscription—it’s a flexible tool built to match real needs.

myIEVA is built on a strong idea: to support the skin, body, and mind through a philosophy of soft longevity—a gentle, accessible, and natural path to lasting well-being.

Thanks to artificial intelligence and skin diagnostics, every recommendation is personalized and relevant.

No pressure, no one-size-fits-all solutions.
Just smart, evolving, data-backed care designed for real lives.
myIEVA reflects a lifestyle that is sustainable, digital, and intelligent—moving toward what we call “blue communities”: environments where we live better, longer, and in harmony with ourselves, technology, and the natural world.

That same year, I acquired L’Atelier du Sourcil, a pioneering brand in eye beauty.
Eyebrows have long been underestimated, even though they shape expression, the face, and identity itself. I strengthened the brand’s identity by building on what already made it strong:

a network of trained professionals,
over 100 retail locations,
an inclusive and accessible approach,
and products that meet real needs, without overpromising.
Of course, it’s about brows—but also lashes, lips, the eyes as a whole.
But more than anything, it’s about expression, confidence, and identity.

I also opened the brand to other independent, useful, and on-trend names—turning it into a lasting reference in eye-focused beauty.

In 2024, I launched SKILL—an investment and training program for entrepreneurs.
What I wanted was to give back.
I have a method, experience, a vision—and I share it with those who are ready to act, not just dream.

I don’t do things to please.
I do things so they work.

I design first for myself, for my family.
If it doesn’t work for us, I won’t offer it to anyone else.

My mother used to tell me:

“Don’t chase money. It runs faster than you. Do it for something else. The money will follow.”
I’ve always lived by that principle.

My greatest wealth isn’t what I’ve earned—it’s what I’ve built.
Useful brands.
Strong teams.
Convictions that hold up.
The rest followed.