Abdul Wahid

Abdul Wahid co-founded Shaheen Cosmetics (Pvt.) Ltd., the manufacturer behind three well-known names in the beauty category: Face Fresh, Easy Fresh and Yusma. As Company Representative, he speaks for the business internationally — developing distributor and retail partnerships, supporting market entry, and steering long-term brand growth.

His experience sits close to the product itself. Years in the cosmetics industry have shaped how he looks at a formula: what the skin actually needs, how a product performs in daily use, and whether it holds up to the expectations of the people buying it. That standard is what guides Shaheen’s brands into every new market they enter.

His role at Shaheen Cosmetics

Abdul Wahid’s work sits between the production floor and the shelf. In practice, that means:

• Representing Shaheen Cosmetics to distributors, retailers and trade partners in international markets
• Negotiating and managing distribution agreements, including across the UAE and the wider Gulf
• Advising on which products suit which market, and how each range should be presented there
• Working with the production side on batch consistency, packaging and clear ingredient labelling
• Setting the longer-term direction of the Face Fresh, Easy Fresh and Yusma brands

The three brands he represents

All three come out of the same company and the same facility, which means one set of quality checks applies across every line — whether it is a face cream or a bar of soap.

Face Fresh

The flagship name, and the one most people recognise. The range is built around its beauty creams, with the Gold Plus line and the concentrated serums and ampoules sitting at the more advanced end.

Easy Fresh

The everyday-essentials brand: beauty cream, face wash, soap and the hair removal cream and lotion it is widely known for. Straightforward products at an accessible price, made to the same standard as the rest of the group.

Yusma

The broadest of the three, stretching past facial skincare into body and hair care — beauty cream and serum, face wash and soap, body and hand wash, lotions, a scrub, and amla hair oil. Browse the Yusma range.

What he looks for in a product

Ask Abdul Wahid what separates a skincare product worth selling from one that is not, and the answer is rarely about marketing. Four things come up again and again:

Consistency between batches. A cream that works beautifully once and differently the next time is a manufacturing problem, not a formula problem. Repeatability is the first test.

Honest labelling. Full ingredient lists, clear net weight, visible batch and expiry details. A customer should be able to read the carton and know exactly what they are putting on their face.

Claims the product can actually meet. Skincare works gradually. Concerns like dark spots and uneven tone respond over weeks of consistent use, not overnight, and results hold only when daily sun protection is part of the routine. Promising more than that damages trust faster than it sells stock.

Suitability for the climate it is sold into. A texture that feels comfortable in a cooler market can sit heavily on the skin through a Gulf summer. Which formats go into which market is a deliberate decision, not an afterthought.

Why the Gulf matters to the business

The UAE has become one of the most important markets for the group, and Abdul Wahid leads that relationship directly. It is also the market where authenticity matters most: popular beauty creams are among the most widely counterfeited products in the region, and a fake carries real risk — unlisted ingredients, no batch traceability, and no one accountable if a reaction happens.

That is the reason this store exists. Every product sold here comes from the manufacturer, with no reseller in between.