Maknoon founder brings soulful craft to commerce
After nearly three decades in Dubai, Lebanese entrepreneur Hanan Wehbi decided to build a business that would reconnect her to her cultural roots. The result was Maknoon, a premium olive oil brand sourcing directly from the Levant and exporting to communities around the world.
“The idea for the business came after 28 years of living in Dubai,” said Wehbi. “I always had the desire to stay connected with my roots, my country, and culture through food.” That connection, combined with a long-standing passion for wellness and heritage, led to the creation of Maknoon, a company importing high-quality olive oil from Lebanon, Palestine, and Syria.
Wehbi, who lives in Dubai with her husband, stepchildren, and two dogs, describes herself as athletic and purpose-driven. “I finally feel aligned with my purpose in life,” she said.
Personal and professional achievements have both shaped her journey. “Personally, making my parents proud, building a strong relationship with my stepkids, and becoming one of the first Arab Olive Oil Sommeliers in the region are what I’m most proud of,” she said. “Professionally, I’m proud of the hundreds of trees we’ve planted in Palestine through Maknoon and the continuous support we’ve provided to farmers across the Levant.”
Slow and steady…
According to Wehbi, building a profitable business is not about speed, but patience. “If you rush and try to force a product to succeed too quickly, you’re more likely to make costly mistakes—whether it’s working with the wrong suppliers, spending your cash flow on marketing just to gain followers, or launching the wrong products out of urgency,” she said. “All of these can set you back years.”
Her biggest challenge has been learning to balance passion with practicality. “When you’re deeply passionate about your brand and product, it’s easy to lose sight of whether the business is actually sustainable,” said Wehbi. “I’ve learned to set my ego aside and really dive into the numbers before making any decision—even if it means postponing a launch or discontinuing a product.”
To younger entrepreneurs looking to follow a similar path, Wehbi offered three key pieces of advice. “First, do it for the love, not the fame. Imagine there’s no social media – would you still want to do this? Second, think long-term. Visualise where your brand will be in 10-15 years and work toward that vision without rushing. Third, get a mentor. There are so many people willing to share their experiences; don’t hesitate to learn from them.”
When starting, she received advice from many sources but noted that guidance only becomes relevant when lived. “Advice rarely makes sense until you’re in a situation where you need it, or until you have to learn the lesson yourself,” she said.
Running a business comes with mental strain, and Wehbi acknowledged that managing daily stress is a work in progress. “I work as hard as I possibly can to ensure I’ve done everything in my power. Beyond that, I trust that what’s meant for me won’t pass me by,” she said. “My spirituality plays a big role in keeping me grounded. I also read a lot, and I’m blessed with an incredibly supportive husband who understands when I’m overwhelmed.”
Sustainability has become a key focus for Maknoon, particularly over the past year. “We’ve been making a conscious effort to be as sustainable as possible,” said Wehbi. “Our Maknoon olive oil bottles were selected by the Mandarin Oriental Hotel as Christmas gifts because of their sustainable design. We’re also working on an upcycling project for our bottles to ensure there’s no waste.”
For Wehbi, the quality of Maknoon’s product is what sets it apart in a crowded market. “It’s rare to find true extra virgin olive oil in supermarkets. We work directly with farmers who treat their land like their own children, caring for and nurturing it year after year,” she said. “This results in pure, therapeutic olive oil rich in health benefits.”
Asked if she would do anything differently, Wehbi was clear. “I would do more yoga. Aside from that, I truly believe in the natural unfolding of events. Everything happens for a reason.”
At this stage in her life and career, peace has become a priority. “It’s the one thing I crave the most these days—the only thing that truly makes sense. Without it, we’re lost,” she said.
Her priorities have shifted over time. “In the past, it was all about quick wins, climbing the career ladder, and comparing myself to others,” said Wehbi. “Now, it’s about moving at my own pace, working toward long-term goals, and managing expectations sustainably.”
Asked what inspires her, Wehbi pointed to the idea of silent success. “People who work hard without showing off,” she said. “One person who comes to mind is Hind Sebti, founder of whind and Waldencast. We’ve never met, but I admire her brilliance and simplicity.”
Mental well-being is another cornerstone of her routine. “I protect my mental health by living with a non-FOMO mindset, slowing down, focusing on what I can control, and trusting in the universe’s guidance,” said Wehbi.
At the intersection of identity, entrepreneurship, and purpose, Hanan Wehbi is building more than a brand, she is preserving heritage, fostering sustainability, and redefining success on her own terms.
For more information, visit the Maknoon website.
