Haifa Elmathkor began her Master's in Pharmacology and Toxicology in the United States. In the process of completing her studies, she always dedicated time to her calling. With a strong belief in the power of passion, she made the decision to launch Haifa Cosmetics combining her pharmacology and toxicology background to create new high-quality products. 2018 was the turning point for Haifa as she and her sister Dr. Amani worked together to create a collection of false eyelashes under the Haifacosmetics brand name. 

She invested $200 for the first
batch of products. She has worked with manufacturers to create products in the lab. Her experience in the industry has allowed her to really appreciate and understand the industry and look at it from different angles. Haifacosmetics team has a very engaged community who are always telling us what they want to see, so we take a lot of inspiration from the comments we see on social media and only create products that there is a demand for.