“For years, we [consumers in the Middle East] were infatuated with anything from the West. That’s changing now,” says Wazen. “You see it in fashion, food and beverage, beauty — it’s our time.” She points to the success of Fix Dessert Chocolatier and its famous Dubai Chocolate, which has gone from TikTok craze to global sensation.
From blog to brand
Wazen’s community has made her valuable to retail players, working with brands from Dior to Cartier. But the fact she is more than just a fashion girl is what’s made her stand out. It all started when a newly married Wazen moved to Dubai in 2016 and launched her blog Karen’s Choice. The digital diary “shared honest reflections about topics like long-distance relationships, new motherhood and navigating change”, she recalls. Almost a decade later, Wazen remains a significant voice in the region.
The mother of three has been open about her struggles and confidence battles, especially when it comes to body image. Wazen revealed how she went on a crash diet before an influencer trip to Brazil, sharing on her Instagram: “You put so much pressure on yourself before that trip to have a certain body type. You’ve cut out carbs, changed your eating habits, and reached your goal weight by June… and ended up putting all that weight back on after you got home.”
Wazen shares all aspects of her life — the highs and the lows — which makes her audience feel connected to her. Her authenticity is refreshing in an era dominated by curated perfection, her partners say. “Everything she does is driven from her personal story and journey,” says Joana Jamil, Meta’s strategic partner content curator for the Middle East, North Africa and Türkiye. (Wazen was selected by Meta as a “managed partner”, recognizing her ability to drive business growth across its platforms.) “She [Wazen] didn’t just grow followers; she built trust. Her reach across multiple markets reflects how deeply her voice resonates culturally and emotionally beyond borders.”
As the first Middle East ambassador for Roberto Cavalli perfumes and the first regional ambassador for Guerlain, when Wazen first considered launching a product, beauty came to mind — but sunglasses felt more authentic to her story. “I didn’t want to do something because I thought it would work, I wanted to do something I genuinely loved,” she says.
Wazen credits her husband and co-founder Elias Bakhazi for the rapid retail expansion. “My husband is my partner in the brand, and I have to give him so much credit. He quit his full-time job at HSBC after 15 years to build this with me,” says Wazen. “I’m the creative one, but he’s the numbers and structure guy. We complement each other perfectly.” Also working as partner and COO is her brother-in-law Samer Bakhazi, who previously held roles at Procter & Gamble.
