CEO MONTHLY / ISSUE 5 2024 16 riven by core values of authenticity, diversity, and empowerment, the business is the first Egyptian beauty e-commerce company, boasting a portfolio of over 90 dynamic brands and 3500 incredible products. The team values authenticity and transparency, ensuring customers trust in the quality and ethical origins of its products. Source Beauty has fostered a vibrant community of beauty enthusiasts, creators, and entrepreneurs who believe in celebrating individuality and supporting industry collaboration. Source Beauty not only provides its clients with unparalleled value, but also emboldens female entrepreneurs to showcase the best of Egyptian beauty. With over 100 local beauty brands available, Source Beauty has become recognised as a pioneer of change and is dedicated to its mission of promoting diverse Egyptian beauty. As CEO of Source Beauty, Lydia Schoonderbeek’s role is central to the company’s growth trajectory and continued success. Lydia shapes the overall vision and direction of the business by ensuring that every decision aligns with Source Beauty’s overarching goals. This requires Lydia to work with her management team to establish strategic objectives, identify growth opportunities, and create a roadmap to success. Lydia says, “I take ownership of every aspect of our business, from content creation to product development. My philosophy revolves around ensuring that every product or initiative reflects the highest standards of quality and excellence. I am deeply invested in ensuring that every product bearing the Source Beauty name meets our customers’ expectations and reflects our values. Moreover, I believe in the importance of continuous improvement and innovation to stay ahead in the competitive beauty industry. Source Beauty is, at the end of the day, not only a beauty company but a beauty tech company. We constantly seek new ways to enhance our customers’ shopping beauty experience.” Lydia began her career journey at Harvey Nichols where she acquired valuable insights into customer service and luxury brands. Her interest in technology inspired Lydia’s move to Siemens, where she enhanced her technical skills and gained experience in the corporate environment and project management. For the next 15 Lydia Schoonderbeek: Empowering Beauty Journeys Since 2018, Source Beauty has remained steadfast in its mission to provide customers with unique beauty experiences through its innovative beauty platform. Lydia Schoonderbeek, CEO of Source Beauty, is the company’s inspirational leader, passionate about empowering clients to embrace their individual beauty. Recognised in this year’s Most Influential CEO Awards, Lydia Schoonderbeek is committed to redefining beauty standards and promoting modern Egyptian culture with a diverse suite of beauty products. years, Lydia worked in luxury retail before transitioning into the publishing industry for five years to explore content creation, editorial management, and digital media. From there, Lydia went on to pursue her MBA at Central Saint Martins, which would inspire her to establish Source Beauty. With a diverse background in retail, technology, publishing, and business education, Lydia brings a variety of skills and expertise to her current role. Lydia’s experience enables her to overcome challenges and identify new opportunities to innovate Source Beauty’s existing offerings. Lydia shares, “The beauty industry in Egypt turned around in 2018 and started saying, we’re interested in you, your story, and your routines. We are seeing a shift in consumer demand for more local, affordable products where customers don’t want to compromise quality. Driven by social media, beauty has, in the last five years, moved to welcome and represent customers all along the spectrum. For beauty brands, their products, and the general measurement of ‘standards of beauty’, Egyptian consumers are looking for representation across several beauty categories. This is good news, as our brands are listening and embracing the needs and wants of our customers.” In 2016, Source Beauty began its journey as a beauty blog before progressing to become the first Egyptian beauty e-commerce company. Its evolution demonstrates the company’s resilience and ability to adapt to changing market conditions. With Lydia’s multifaceted leadership and the business’s focus on local Egyptian beauty, Source Beauty is uniquely positioned to drive positive change and empower customers and beauty entrepreneurs alike to embrace diversity. As the company’s influential leader, Lydia Schoonderbeek ensures that Source Beauty continuously strives to enhance the lives of its valued customers. For her purpose-driven direction, Lydia Schoonderbeek has received this year’s award for Most Influential CEO - Egypt (Beauty eCommerce). D Contact: Lydia Schoonderbeek Company: Source Beauty Web Address: https://www. sourcebeauty.com/
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