Meet Mahmud A-Smadi, the Haircare Guru Who’s Taking Over the European Skincare Industry by Storm

In today’s read, we meet Mahmud Al-Smadi, a 33-year-old entrepreneur and CEO who’s passionate about everything beauty, fashion, and wellness. Mahmud takes us through how he rose from being a hairdresser to owning his very own cofounded brand that’s taking over the European skincare industry.

He extravagantly spills the beans on what it takes to rise and stay on top amidst a myriad of setbacks. Keep it here and take all the nuggets you can.

Who is Mahmud Al Asmadi?

Mahmud Al Asmadi (aka Mo) was born in Jordan and raised in Germany. He developed an undying interest in beauty, fashion, and wellness from an early age. He decided to pursue his passion and started as a hairstylist, and later on, went on to acquire a master’s degree in cosmetology.

Mahmud is now a co-founder of Nourished3, which he founded with his business and life partner, Annie Jaffrey. Nourished3 is a skincare line of products that’s become his clients’ favourite all over Europe.

How Nourished3 Was Born

Working as a hairstylist, model, and salon manager at renowned and high-end salons in Germany gave him immense experience in the beauty and cosmetics world. During the 15 years of working as a hairstylist, Mahmud worked with celebrities and thousands of other lovely clients from different industries and backgrounds.

He helped people feel great about themselves and realize their unique inner and outer beauty using his creative abilities. Mahmud drew his inspiration from his wife, battling skincare issues trying to find the best way of getting the perfect skin.

Together they realized other people were fighting skincare issues, and most cosmetics brands were not solving this problem. They launched Nourished3, which operates under three main principles;

  • Skincare also known as external care.
  • Inner nourishment, commonly known as supplements
  • Mental health; a healthy psyche always thanks you with a healthy skin glow.

Nourished3 has several products such as The Clarify & Brighten Face Mask and a Face Mask Application Brush launched in 2020 as the company’s first products. In 2021, they rolled out the Purify & Comfort Face Cleanser and the Reusable Face Cleansing Pads.

As Mahmud puts it, the demand for their products keeps increasing because customers find value for their money when they use Nourished3 products. The success-bound power couple is looking to launch more value-packed products in 2022-2023 to offer their customers an even broader product portfolio.

They are available on Cult beauty and they are looking to launch their products at more retailers when they complete thieir kincare line, for instant, Sephora, Ulta, Douglas, and Mecca.

Mahmud’s Word To Upcoming Entrepreneur

According to Mahmud, when starting as an entrepreneur, the most crucial factor is making sure you go after your passion. The passion will motivate you when it gets tough, and you feel like giving up.

“If you’re passionate about something, pursue it with all you have, and when it gets tough, always remember why you started,” says Mr Al Smadi.

Also, Mahmud insists that entrepreneurs dealing with D2C or B2C business models strive to offer as much value as possible to their customers. Simple stuff like educating there customers on how to get the perfect skin via his IG and social media handles kept him afloat during the COVID-19 pandemic.

“always puts the customer first and he will thank you in his own way,” adds Mahmud.

According to Mahmud they are available on Cult beauty and they are looking to launch there products at more retailers when they complete there skincare line, for instant, Sephora, Ulta, Douglas and Mecca.

Wrap Up

Mahmud’s story is not the ordinary grass to grace story. He put in the work and pursued what he loved. He’s achieved a lot because he stayed true to his passion and is now making a difference through Nourished3. You, too, can make it as he did.

If you want to get in touch with Mahmud Al Smadi, follow him on his socials or You can read about Nourished3 and purchase Mahmud’s products on

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