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Beauty doesn’t simply lie in the backdrop of our daily rituals; it becomes an integral part of how we care for ourselves. Bringing this philosophy to life is Indira Urazova, Founder and CEO of three beauty and wellness destinations in Dubai: Brow & Beauty Aesthetic Clinic in City Walk, Brow & Beauty in Mirdif, and BEHAVE Hair & Body Spa in Jumeirah. Having spent much of her life creating opportunities for herself, Indira’s journey into entrepreneurship feels like a natural extension of her ambitions.
Having been an admirer of the creative space since childhood, immersing herself in art and literature, Indira’s artistic eye became a major influencing factor when she entered the beauty industry. Originally from Kazakhstan, the founder moved to Dubai, where her worldview broadened upon experiencing the city’s ambitious and richly multicultural landscape. Since then, Indira has spent 15 years in the beauty and wellness industry.
Her journey did not come without its challenges, as she has faced numerous pressures that come with the role of an entrepreneur. But for the founder, discipline has always been the foundation of her success throughout her career, believing that the key to success lies in her ability to consistently show up and put her best foot forward. As we move towards the end of the year, her belief in this value remains unwavering, as she explores further opportunities to expand her business.
Now, in this edition of the GRAZIA Career Edit, we sit down with the founder to explore the beginning of her journey, her aspirations moving forward, and everything in between.
My current role is…
I am the Founder and CEO of three beauty and wellness destinations in Dubai: Brow & Beauty Aesthetic Clinic in City Walk, Brow & Beauty in Mirdif, and BEHAVE Hair & Body Spa in Jumeirah. I am also a professional brow artist, a wife and a mother of three. Despite running multiple businesses, I still love working with my clients personally. Being a brow artist is where my journey began, and it will always be part of my identity.
When I was younger, I wanted to be…
Independent and free. Even as a little girl, I knew I wanted to build my own life, make my own decisions and create opportunities for myself. I didn’t necessarily dream of becoming a businesswoman. I dreamed of freedom, and entrepreneurship eventually became my way of achieving it.
My favourite subjects at school were…
Art and literature. I absolutely loved drawing and reading. I’ve always had a creative imagination, and books opened up new worlds, perspectives and ideas for me, while art gave me the freedom to express myself. Looking back, I realise that both creativity and curiosity have played an enormous role in my career. My artistic eye helped me become a brow artist, while my love for stories and people shaped the way I connect with others and build my businesses.
My first job was…
I started my career at a very young age as a receptionist at Marriott Hotel. Within just two years, I worked my way up to Front Office Manager and was later hired to manage a small hotel. That experience taught me responsibility, discipline, leadership and, most importantly, the true meaning of hospitality. I learned early on that people may forget the details of a service, but they will always remember how you made them feel. That philosophy has stayed with me throughout my career and remains at the heart of every business I build today.
My career path so far has been…
I have spent 15 years in the beauty and wellness industry. I started as a brow artist, became a world champion in microblading and eventually built three beauty and wellness destinations in Dubai. My career has been a journey from mastering one professional skill to managing teams, developing brands and investing in advanced aesthetic technologies. But one thing has never changed: I still believe that being truly excellent at what you do is the strongest foundation for any successful business.
The role the UAE has played in my career is…
Dubai has played an enormous role in my personal and professional growth. I come from Kazakhstan and moving to a city as ambitious and multicultural as Dubai opened my mind to a completely different scale of possibilities. The UAE is a place where hard work, innovation and ambition can create extraordinary opportunities, especially for women. Dubai didn’t create my ambition, but it gave me the environment to turn it into something much bigger.
The story of Brow & Beauty is…
A story of passion, people and evolution. What started with my expertise in eyebrow artistry gradually developed into a much bigger beauty business. Today, we have three destinations, each with its own identity: Brow & Beauty in Mirdif, Brow & Beauty Aesthetic Clinic in City Walk and BEHAVE Hair & Body Spa in Jumeirah. My vision was never simply to open beautiful spaces. I wanted to create places where people feel welcome, where professionals genuinely care about their work and where clients can trust the quality of every service. For me, a successful beauty business is not just about treatments. It’s about relationships, trust and the experience people take home with them.
I was inspired to enter the beauty industry because…
I have always loved people. I’m naturally a very social person. I love conversations, meeting new people, bringing people together and creating a welcoming atmosphere. I am Kazakh, and hospitality is deeply rooted in our culture. Growing up with those values shaped the way I see both life and business. Of course, I’ve always loved beauty and aesthetics, but I was equally attracted to the human side of the industry. Beauty is such a personal business. People come to us not only to look better, but also to feel better, to relax, to talk and sometimes simply to be heard. I think that’s what makes this industry so special to me. I didn’t just fall in love with beauty. I fell in love with the people in it.
My daily routine consists of…
Discipline, movement, family and work. I usually start my mornings with yoga, Pilates or exercise, followed by breakfast and planning my day. As a mother of three and the founder of three beauty destinations, my schedule is always full of meetings, team management, creative decisions and family responsibilities. I also try to make time for wellness, reading and personal development. People often ask me where I get my energy from. My answer is simple: discipline. I believe energy is something you build every day.
My role as Founder entails…
Being involved in almost every aspect of the business. From developing our concepts and selecting technologies to recruiting professionals, building teams, improving customer experiences and creating new services. I am very hands-on because I believe you cannot build an exceptional business without understanding how it operates from the inside. I also see my role as creating opportunities for other women. Watching my team grow professionally, become financially independent and achieve their goals is one of the most rewarding parts of my work.
The biggest hurdle I’ve experienced in my career…
Learning how to grow without losing the values that made me successful in the first place. Opening a luxury spa and an aesthetic clinic required significant investment, courage and responsibility. There have been challenging economic periods, difficult decisions and moments when the pressure of entrepreneurship felt enormous. But I believe resilience is one of the most important qualities a founder can have. Anyone can be ambitious when things are going well. Real character shows when things become difficult.
The biggest milestone I’ve achieved is…
At 33, I am incredibly proud of the life I have built. I have three wonderful children, a loving and supportive family, a career I am passionate about, and three businesses that I have built through years of hard work and dedication. For me, my greatest achievement isn’t just professional success. It’s being able to have both a beautiful family and a fulfilling career without having to choose between them. I’m proud not only of what I’ve accomplished, but also of the woman I’ve become along the way.
A quote I live by is…
“Discipline will always beat talent when talent lacks discipline.” I truly believe that consistency, hard work and daily discipline are more powerful than natural talent alone. You don’t have to be the most gifted person in the room to succeed. You have to be the one who keeps showing up, learning and improving, even when motivation disappears. Talent may give you a head start, but discipline is what takes you to the finish line. For me, discipline isn’t just a habit. It’s a way of life.
What I hope for 2026/2027 is…
In 2027, my main focus is on building an exceptional team and creating strong operational systems that allow my businesses to run smoothly and efficiently. I want to invest more in my people, streamline our processes and embrace automation, CRM and AI technologies. At the same time, I’m seriously exploring opportunities to expand into Saudi Arabia, which I see as an exciting next chapter for my business. My goal is not simply to grow bigger, but to build a stronger, smarter business with an incredible team behind it
