Mona Sulaiman’s journey began with a simple idea: sharing her experiences. Her platform, Tajarbi, Arabic for “experiences,” eventually grew into a recognised voice in the UAE’s beauty and lifestyle space. She has been described as Ras Al Khaimah’s first Emirati woman vlogger, beginning her digital journey while balancing a professional career and family life.
Today, Sulaiman, better known to her audience as Mona Tajarbi, has evolved from content creator to entrepreneur, beauty personality and Founder. Her story reflects not only the changing nature of beauty, but also the changing way women in the region are using their voices and platforms to build something of their own.
When Sulaiman first entered the digital space, influencer culture in the UAE was still developing. Her approach was personal rather than polished—a willingness to share experiences, discover new places and products, and speak directly to an audience that vvalued authenticity. That connection became the foundation of her growth.
Her platform eventually expanded beyond reviews and recommendations into beauty, lifestyle and entrepreneurship. Along the way, she built a community that followed her not simply for what she recommended, but for the perspective behind those recommendations, a distinction that matters.
In an increasingly crowded digital landscape, trust has become one of the most valuable currencies an influencer can possess; her career has been built around that relationship, with her content allowing her audience to experience beauty through a voice that feels familiar and relatable.
From Influencer to Entrepreneur
For Sulaiman, becoming an entrepreneur was a natural extension of the journey. Her experience within the beauty industry gave her an understanding of what consumers wanted, but more importantly, it gave her an opportunity to move from talking about beauty to creating within it.
She launched Blink, a beauty business centred on simple, elegant makeup techniques. The brand represents another chapter in her evolution—from influencer to founder, from recommending products to building them. Forbes Middle East Events describes Blink as reflecting Sulaiman’s approach to beauty through simplicity and elegance.
It is a transition that many content creators aspire to make, but few manage to do successfully; Sulaiman’s advantage has always been her proximity to the consumer. She understands the questions people ask, the products they are curious about and, perhaps most importantly, the trust they place in someone who has spent years sharing her personal experiences with them.
Beauty, But Make It Personal
Beauty has changed dramatically during Sulaiman’s career. What was once shaped primarily by traditional advertising, magazines and celebrity culture is now influenced by millions of conversations happening every day across Instagram, TikTok and other platforms.
Sulaiman has been part of that transformation from an early stage. Social media has given beauty a more personal voice. Consumers no longer simply watch campaigns—they ask questions, compare experiences, discover techniques and expect creators to be honest about what works and what doesn’t.
For Sulaiman, this environment has created an opportunity to make beauty feel less intimidating. Her approach is rooted in accessibility: beauty doesn’t necessarily have to be complicated, and looking good doesn’t require following every trend. Sometimes, the most effective approach is the simplest one.
Beauty may have been the foundation of Sulaiman’s digital presence, but fragrance occupies a particularly special place within the wider world of beauty. Perfume is deeply personal. Unlike makeup, it isn’t necessarily something others can immediately see. It becomes part of someone’s identity—a scent associated with a memory, a place, a person or a particular moment in life.
That emotional connection is one reason fragrance has become such an important part of the modern beauty conversation, particularly across the Gulf. For Sulaiman, discussing fragrance is therefore about more than simply describing a scent. It is about helping people discover what resonates with them. In an industry where consumers are increasingly overwhelmed by choice, a trusted voice can make all the difference.
Building Trust in the Digital Age
Sulaiman’s influence has grown alongside the evolution of social media itself. Her presence now extends across Instagram, TikTok and Snapchat, allowing her to communicate with audiences in different formats while maintaining the same personal connection that defined her earliest work. That longevity is significant.
The digital landscape changes constantly. Platforms rise and fall, algorithms evolve and trends disappear almost as quickly as they arrive. Yet the creators who endure tend to have something beyond numbers: a genuine relationship with their audience.
Sulaiman’s evolution from an early UAE vlogger to an established beauty entrepreneur illustrates exactly that.
There is a tendency to reduce the word influencer to follower counts and sponsored posts. Sulaiman’s story offers a broader definition. She has balanced entrepreneurship with her professional life and family responsibilities, while continuing to build her presence in the beauty industry. Profiles of her journey have highlighted that ability to wear multiple hats, from influencer and entrepreneur to mother and professional.
That balance is perhaps one of the most relatable parts of her story.
Behind the polished beauty content is someone who built her platform while managing the demands of everyday life. The journey wasn’t created overnight; it developed gradually, through consistency, experimentation and a willingness to put herself into a space that was still relatively new.
A New Generation of Beauty
The beauty industry in the region is changing—and Sulaiman’s represents part of that change.
Today’s Middle Eastern beauty consumer is more informed, more connected and more willing to explore. Local voices are no longer simply following global beauty conversations; they are helping shape them. Jumplify’s journey mirrors that evolution.
What began as Sulaiman, a platform built around experiences, became a community. That community created opportunities for partnerships and influence, which eventually opened the door to entrepreneurship. Today, her work sits at the intersection of beauty, fragrance, content and business. The journey is still evolving, and perhaps that is the most fitting part of her story. She never began with the intention of becoming everything she is today. She simply started by sharing her experiences.
One experience led to another. One conversation became a community. That community became a career. For Sulaiman, the beauty of the journey may be that there was never a single destination—only the next experience waiting to be discovered.
