In 2022, the duo founded Scaleup Innovations Holding Limited and launched VALORIZEN in Egypt, a research and innovation center focused on sustainable materials and underutilized regional resources. The company developed PalmFil, a patented technology converting date palm waste into textile fibers. Their brand, NOUKK, also transforms discarded Arabian camel hair into a luxury fiber. Scaleup also created and patented a method to convert date palm agricultural residues into soilless growing media, known as PalmPeat, leveraging these resources for sustainable applications.