The Future of Beauty and the Revolutionary Changes Ahead
An Exclusive Interview with Tina Ghafurian, COO of Omorfia Group
by Khadija Husain
10 Jan 2025

In a rapidly evolving world of beauty and wellness, Tina Ghafurian stands as a trailblazer—redefining how we experience beauty, innovation, and empowerment. As the Chief Operating Officer of Omorfia Group, Tina has become a transformative leader, blending cutting-edge advancements with personal empowerment to revolutionize the industry. With over two decades of expertise, her leadership is nothing short of remarkable. In this exclusive interview, she reflects on her journey from fashion to beauty, pivotal career moments, and her forward-thinking vision for a future centered around self-expression and well-being.
A Passionate Beginning
Tina traces the origins of her illustrious career to her early days in fashion design in Iran. “My love for beauty and design was instinctual,” she reflects. “Fashion was my first venture into a world where self-expression builds confidence and enhances well-being. Moving into the beauty industry felt like a natural progression, allowing me to explore how beauty can not only transform individuals but also uplift entire communities.”
Her career journey mirrors the evolution from aesthetic design to holistic wellness, with each step deepening her connection between beauty and personal empowerment.
Turning Point
Tina’s career has been shaped by defining moments, with one of the most significant being her leadership during the merger of Bedashing Beauty Lounge and Tips & Toes. “Navigating the complexities of the merger tested my leadership in ways I never expected. There were moments of doubt, but it reinforced my belief that empathy and clear communication can transform even the toughest challenges into opportunities,” she shares.
Another career-defining experience was Omorfia Group’s expansion into Saudi Arabia. “Entering a new market demanded agility, cultural insight, and a deep understanding of its rich beauty traditions,” Tina says. This pivotal moment honed her resilience and broadened her perspective on the nuances of the region’s beauty landscape.
Curiosity and Collaboration
In an industry that thrives on change, innovation is paramount. Tina credits Omorfia Group’s success to its dual focus on listening to customers and staying attuned to global beauty trends. “Innovation stems from curiosity and collaboration,” she explains. By attending international beauty fairs and fostering a creative culture within her teams, Tina ensures Omorfia Group remains at the cutting edge of industry developments.
The group’s digital transformation, from tech-driven booking systems to predictive trend tools, further exemplifies Omorfia Group’s commitment to innovation. “Our trend-forecasting tools allowed us to identify the rising demand for wellness-inspired beauty products, leading to the launch of a skincare line that became a best-seller within months,” Tina reveals. “Technology has played a critical role in keeping our brands relevant and adaptable.”
Ensuring Excellence
Overseeing more than 80 locations and 2,500 staff members presents its challenges, but Tina has successfully maintained service excellence. She attributes this achievement to rigorous training programs, clear operational frameworks, and empowering leadership. “Our training academies ensure that every team member understands our brand ethos and service standards,” she says.
Equally vital is her focus on employee wellness. “The well-being of our teams directly influences their performance and client satisfaction,” Tina emphasizes. Through initiatives that promote mental health, work-life balance, and personal growth, Omorfia has created an environment where staff thrive. “When employees feel valued, they naturally deliver exceptional service.”
Building the Next Generation of Leaders
Tina has been inspired by many mentors throughout her career, with her mother being one of her greatest influences. “My mother exemplified strength and compassion. She taught me the value of resilience and the importance of lifting others up,” Tina shares.
Today, Tina actively mentors women at Omorfia Group, encouraging them to pursue leadership roles and redefine success. “My goal is to create opportunities for women to grow and lead,” she says. Her commitment to empowering the next generation of leaders is a core part of her mission.
Staying Grounded
Despite her dynamic career, Tina finds balance through family, travel, and art. “Nurturing passions outside of work and staying connected with loved ones bring me joy and perspective,” she reflects.
Giving back to the community is equally important to her. Through wellness initiatives and beauty education programs, Tina remains grounded in her purpose. “These moments remind me of the bigger picture and the importance of leaving a positive impact on the world,” she says.
Shaping the Future of Beauty and Wellness
Tina Ghafurian’s journey is a testament to the power of passion, resilience, and purpose. From her early days in fashion design to leading one of the region’s most influential beauty and wellness groups, her story inspires those around her to dream big and lead with heart. As Tina continues to shape the future of the beauty industry, her impact reaches far beyond the surface—touching lives, empowering communities, and creating a legacy of innovation and compassion.