From Sudan to Shark Tank: Mawada Shayeb Got 2 Sharks to Invest in Africa’s Hidden Beauty

Last Sunday, a quiet revolution played out on a continental stage. Mawada Shayeb, Sudanese pharmacist, founder and CEO of Camli Beauty, stood before the formidable panel of Egypt Shark Tank and walked away with not one, but two sharks committing to invest in her vision. This wasn’t just a win for one entrepreneur; it was a powerful signal in the evolving story of African women-led businesses.

The Genesis: From Pharmacy Counter to Cultural Custodian

Mawada’s journey began not in a boardroom, but behind a pharmacy counter. As a pharmacist, she understood skin biology, but her heart was drawn to the recipes whispered through generations in her Sudanese homeland. She saw a disconnect: the global beauty industry often overlooked the rich, effective botanicals of Sudan, while local women, guardians of this knowledge remained unseen in the formal economy.

“I began my journey as a pharmacist, but my passion for skincare led me to explore using Sudanese natural raw materials from local traditions,” Mawada explains. “I wanted to create products that combine nature’s power with modern solutions.”

Thus, Camli Beauty was born. The name itself is a declaration. “In some Sudanese tribes,” Mawada shares, “‘Camli’ is a word for a woman who reflects true beauty, dignity, and grace, She shines quietly.” This ethos became the brand’s soul, a mission to help every woman “be seen, and to believe in her beauty.”

This mission took on deeper resilience when Mawada faced the challenge of restarting her business in Egypt after the war broke out in Sudan. Her approach was rooted in unwavering commitment: “Starting all over again wasn’t really an option, I had to do it for myself, my family, and the people in Sudan. Even though things in Sudan can be challenging, I wanted to remain active and find ways to support women there. By sourcing our main ingredients directly from them, we not only maintain quality but also provide resources and opportunities to empower local communities.”

The Model: Beauty as an Ecosystem of Empowerment

Camli Beauty is more than a skincare line; it’s a vertically integrated ecosystem of empowerment.

• Cultural Modernisation: It takes ancient Sudanese beauty secrets and adapts them with pharmaceutical-grade formulation for the modern consumer.

• Economic Inclusion: The brand sources its essential raw materials like hibiscus, baobab, and sesame oils directly from networks of Sudanese women farmers and collectors. This provides them with fair income and global recognition.

• Narrative Reclamation: Every jar challenges a monolithic narrative of African beauty, asserting that authenticity, heritage, and science can coexist.

“Our team reflects this inspiring spirit,” Mawada notes, “comprising talented Sudanese pharmacists, designers, financial experts, and creative visionaries, alongside the Sudanese women who provide us with the finest raw materials.”

The Shark Tank Breakthrough: A Triumph of “Gender Lens” Viability

Mawada’s successful pitch on Egypt Shark Tank is a milestone with significant context. Female founders in Africa receive less than 2% of total venture capital funding. When they do secure investment, it’s often in smaller amounts than their male counterparts. Her achievement underscores a crucial, growing shift: investors are increasingly recognising that businesses built with a gender lens those that empower women as entrepreneurs, employees, and consumers are not just socially good, but are exceptionally viable and scalable.

Her two-shark deal validates a powerful investment thesis: a founder with deep cultural insight, a mission-driven supply chain, and a scalable model is a formidable bet. For Mawada, the experience was as much personal as it was professional. Reflecting on the Shark Tank experience, she shares: “It was challenging, but also a tremendous opportunity. I am deeply grateful to the Egyptian community and Camli’s Egyptian clients, not only for their support through purchases, but also for creating content and helping make Camli a well-known brand in such a short time. As an introvert, the experience was certainly an exercise in stepping out of my comfort zone, but I am thankful I took that step. I am also grateful to my team and everyone who contributed to making that day possible.”

This moment proves that when women-led businesses are given a platform and capital, they deliver—often fueled by the very communities they uplift.

The SESA Pathway: Building More Investment-Ready Founders

Mawada Shayeb’s journey from a passionate idea to a Shark Tank-funded enterprise mirrors the pathway we are building at SESA Academy. Her success highlights the exact pillars we equip women founders with:

1. Authentic Storytelling as Strategy: Mawada’s “why”: Celebrating Sudanese heritage was her most compelling pitch. We train founders to articulate their unique cultural and personal narrative as a competitive advantage.

2. Building Investable Systems: Beyond a great product, Camli Beauty’s integrated supply chain and clear impact metrics made it a structured, scalable opportunity. Our modules are focused on getting founders to improve on their operations and financial structuring in order to build these robust back-ends.

3. Mastering the Pitch: Standing confidently before investors requires preparation, clarity, and data. Our Investment Readiness module, including partnership with Capital Connect Africa, is designed to prepare founders for these exact moments.

4. The Power of Network: SESA alumnae sisterhood and investor partnerships, will lead founders to create an ecosystem where deals can be introduced and nurtured.

   
   

Mawada didn’t just win investment; she demonstrated that the future of African business is feminine, cultural, and bold. She has paved the way, showing that with the right blend of passion, preparation, and platform, female founders can claim their space and secure the resources to scale.

Inspired by Mawada’s journey to secure investment and scale her heritage brand?Your vision deserves its own runway. The SESA Academy 7-Week Masterclass provides the blueprint, the skills, and the network to transform your business into an compelling, investment-ready enterprise.

Learn more and apply for the SESA Academy Masterclass here!

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