Ayah Mufleh
40 Women Behind Middle Eastern Brands 2021

Rank: 20

Ayah Mufleh

Brand: Ishimmer 

Category: Beauty

Establishment: 2014

Nationality: Jordanian

Headquarters: U.K.

Ayah Mufleh founded her false lashes brand Ishimmer informally in 2014 in Jordan but relaunched the brand in the U.K. in 2019. Her products have since been used by celebrities such as Bella Hadid, Gigi Hadid, Charlize Theron, Dua Lipa, Sophie Turner, and Adriana Lima.