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Joelle Mardinian is a Lebanese makeup artist, beauty blogger, and entrepreneur, best known as the founder of the beauty empire Joelle Group. The group manages a line of popular beauty services across the Middle East, including the salon line Maison de Joelle, beauty clinic chain Clinica Joelle, cosmetics line Joelle Paris, and coloured contact lens line EyeCandy. Mardinian is also a prominent social media and television personality, having hosted the makeover and transformation program the Joelle Show on MBC1 for over 12 years and attracting millions of viewers each day. She is largely recognized as one of the most influential beauty experts in the Middle East.

Early life
Mardinian was born on November 27, 1977 in Beirut, Lebanon, where she spent the early years of her life before moving to London, England during her formative years. She gained an interest in cosmetics and beauty from her mother, who also worked as a makeup artist, but eventually decided to pursue hospitality management at Bournemouth University. Still, her interest in the beauty industry persisted, and, after completing her undergraduate degree, Mardinian decided to try her hand at makeup artistry, against the advice of her parents. She quickly moved up the ranks and was soon styling famous celebrities, moving to Dubai in 2004 to further expand her horizons.

Career
Mardinian’s entrepreneurial career in the beauty industry began in 2008 when she launched Maison de Joelle, then a stand-alone luxury salon in Dubai’s Kempinski Hotel. Though she initially began the project with a business partner, he soon backed out and left Mardinian with a heavy financial burden; Mardinian has recalled the difficulties of these early days, describing how “I was going to the bank personally, begging for a loan, and I had to take two to buy him out. It had been four years before I made one dirham. I was working so hard for something that wasn’t making me any money”. Nonetheless, the salon eventually took off and, despite the 2008 financial storm, quickly gained popularity and profit, even hitting a peak in 2010. Mardinian has since opened over 10 Maison de Joelle locations across the Middle East, including branches in Abu Dhabi, Riyadh, Jeddah, Qatar, and Erbil.

Maison de Joelle was followed up by cosmetic clinic Clinica Joelle, which Mardinian launched in 2013. The clinic was inspired by the heavy demand for both surgical and non-surgical aesthetic beauty treatments in the Middle East, and works in collaboration with both medical doctors and beauty experts to offer customers a wide variety of safe enhancement options. The clinic quickly found success, and has since opened branches in Dubai and Abu Dhabi, with franchise operations in multiple other countries, including Saudi Arabia, Kuwait, Oman, Jordan, Bahrain, and Egypt.

The third branch of the Joelle Group was launched a year later in 2014 with the beginning of Joelle Paris, Mardinian’s venture into skincare and haircare products. Owing to both the quality of the products and Mardinian’s already-established popularity, the cosmetics line also found success relatively quickly, and is available to customers both in stores across the Middle East and via a global online store.

Mardinian’s latest venture, the coloured contact lens line EyeCandy, was launched in 2021 with products available for purchase via an online global store.

Personal life
Mardinian is married to Kamal Kaddoura, who serves as her business partner and with whom she shares 3 children: Bailey, Ella Sofia, and Nathan Mark. Nathan was adopted by the couple in December 2018.