In a time when beauty commerce was rigid and impersonal, Anna Gedman set out to change it. With the launch of Beauty Solutions, she built more than an e-commerce site. She created a go-to platform for beauty lovers across the Middle East, where niche and world-renowned brands alike could find support.
Now, with Beauty Solutions as one of the region’s most respected independent beauty distributors, the visionary lends her strategic thinking to You and I Bridal, a luxury bridal boutique based in Dubai. Bringing her trend foresight and customer-centric philosophy to the region’s bridal industry, it’s safe to say that Anna Gedman’s hands are full. But to the entrepreneur, nothing is ever too much! In an exclusive Q&A with Soigné Middle East, Anna Gedman takes us into her mind, giving us the insider’s insight on what it takes to run two successful businesses.
You mention that you always had a passion for beauty. When did this passion begin and when did you realise that this could be a viable industry to work in?
My passion for beauty began very early. I was always fascinated by transformation, not just aesthetically, but emotionally. Beauty has this extraordinary ability to influence confidence, mood, and identity. What truly drew me in was the blend of creativity and commerce. It’s an industry where art, science, psychology, and business coexist.
I realised it could become a viable career when I saw how resilient and ever-evolving the sector is. Beauty isn’t trend-driven alone, it’s deeply rooted in human behaviour and self-expression. That longevity and adaptability made it incredibly compelling from an entrepreneurial perspective.
You have been navigating the industry for over 15 years now; how has the landscape changed from when you first began?
The transformation has been profound. When I started, beauty distribution was largely transactional and relationship-driven behind closed doors. Today, it’s a highly dynamic ecosystem shaped by digital influence, data, consumer education, and brand storytelling.
We’ve moved from a product-centric world to a consumer-centric one. Transparency, ingredient awareness, sustainability, and authenticity now sit at the forefront. Brands are expected to have purpose, not just presence.
Similarly, have you noticed a change in clientele? As beauty gains a social media presence, has your site experienced an influx of younger consumers?
Absolutely! Social media has democratised beauty. Younger consumers are more informed, more experimental, and incredibly brand aware. They discover trends faster and influence purchasing decisions across generations.
We’ve seen a noticeable shift toward younger demographics engaging with brands earlier, often with a sophisticated understanding of skincare, ingredients, and routines. It’s a far more educated audience than even five years ago.
Beauty Solutions went from a startup to a leading independent beauty distributor. In your opinion, what were the key factors that helped scale the business?
Several factors played a role, but three stand out. Relationships, so long-term partnerships built on trust, integrity, and performance. Brand curation, where we selected brands with longevity, innovation, and clear positioning. And adaptability; we were willing to evolve with the market and that’s what made all the difference
You recently began You & I Bridal. What made you decide to enter the region’s bridal market?
Bridal felt like a natural extension of my world. Weddings are deeply emotional, transformative moments, much like beauty. The regional bridal market is sophisticated, style-conscious, and increasingly global in taste. So I saw an opportunity to create something more curated, more experiential that blends luxury retail with personal storytelling. It’s not just about dresses; it’s about identity, confidence, and memory-making.
Can you give us a trend forecast for 2026 bridal wear?
2026 bridal is shaping up to be a balance of romantic nostalgia and modern individuality. We’re seeing a lot of sculptural silhouettes, architectural draping, and corsetry. There’s also a lot of textural layering, mainly lace, tulle, and silk combinations. We’re also seeing a lot of convertible gowns and gowns that can be styled in multiple ways. In general, brides are moving toward authenticity, choosing designs that reflect their personality rather than traditions.
As a founder, how do you divide your focus between businesses, as well as balance work and life?
Balance is less about perfection and more about alignment. I prioritise clarity, knowing where my presence adds the most value at any given time. Other than that, strong teams, delegation, and structured decision-making are essential. Personally, I’ve learned that protecting my energy, not just time, is critical.
What advice would you give to aspiring entrepreneurs?
I’d tell them to be prepared for endurance. Success rarely comes from brilliance alone. It comes from consistency, resilience, and the ability to navigate uncertainty.
I’d also tell them to choose something you genuinely believe in, because passion is what sustains you when challenges arise. And perhaps most importantly: don’t fear evolution. Because businesses are like people, they must grow.
And finally, what’s next for Anna Gedman? Any plans to expand to another sector?
I’m always exploring new ideas. Growth, for me is both strategic and creative.
Right now, my focus is on scaling Beauty Solutions KSA and the UK and continuing to build on the beauty wellness sector. For You & I Bridal, we are strengthening our presence in the UAE and across the region for visiting brides. We are refining the experience, carefully curating the offerings, and expanding thoughtfully.
But I’m a natural builder, so new ventures are never off the table.
