Halim worked in HR in Egypt before starting her career in fashion. She moved to Dubai and established her brand with less than $1,000 in capital. In 2020, Halim dedicated the brand’s manufacturing resources to producing masks and personal protective equipment in collaboration with Dubai Health Authority. According to Halim, revenues increased by 21.7% last year compared to 2019. Her designs have been worn by celebrities such as Huda Kattan, Kimmy Gatewood, Rebecca King Crews, Deepika Padukone, Carol Samaha, Dorra Zarrok, and Hend Sabri.