Tell us a little bit about yourself.
I'm Shereen Abdulla, a health and wellness enthusiast who’s been through the trenches with my own health—dealing with PCOS, fibroids, and hormone imbalances. It was these personal struggles that led me to create Adaye, a femcare brand that's all about empowering women with clean, organic period products that put their health first. I’ve spent over 13 years building brands in the Middle East, and now, I’m using that experience to revolutionize how we view and manage menstruation.
Can you share a pivotal moment in your life where you defied traditional societal norms and challenged the status quo? What values were you representing at that moment?
One of the pivotal moments in my life was creating Adaye. Menstruation has always been taboo, especially in the Middle East, but I was tired of seeing it as something that was kept hush hush. I wanted to flip the narrative, bring period positivity to the forefront, and create products that treat women’s bodies—and the planet—with respect. At that moment, I was representing transparency, empowerment, and a belief in breaking taboos to create real change.
How do you define being a "rebel" in the context of your industry, and how does Adaye embody this?
Being a rebel in femcare means challenging the harmful conventions of the brands and products women traditionally find in supermarket aisles and fighting the stigma around menstruation. Adaye embodies this by providing 100% organic, sustainable products that are free of endocrine disruptors, and by fostering open, positive conversations about periods. We’re here to say your period isn’t something to hide—embrace it!
As a busy entrepreneur, you probably spend a lot of time going from meeting to meeting and traveling. How do you maintain your skincare routine on the go, and what are your go-to products?
It’s really important to me that my skincare reflects my core values of clean beauty. As a woman in my 30s, I’m starting to see the first signs of aging, so what matters most is finding products that I can easily integrate into my daily routine—both morning and night. This way, I stay consistent, ensuring that I’m always moisturized and taking care of my skin, no matter how busy my day gets. I stick to simple, effective products with clean ingredients, like a good hydrating serum and a rich moisturizer that keep my skin glowing and healthy on the go.
What motivated you to adopt a clean beauty lifestyle, and what attracted you to Clean Rebel?
My health journey is what brought me to clean beauty. When you’ve dealt with hormone imbalances like I have, you start realizing that what you put on your body is just as important as what you put in it. Clean Rebel caught my attention because their ethos aligns with mine—products that work in harmony with your body and the planet. It's not just about beauty; it's about wellness from the inside out.
Can you share which Clean Rebel product is your favorite?
I absolutely love the Essence Face Oil. It makes my skin feel incredibly hydrated, and the best part is that it’s lightweight enough to wear all day without feeling heavy. I can apply it in the morning, and my skin stays moisturized and nourished throughout the day. It’s the perfect balance of hydration and comfort, which is essential for me.
What is a myth about clean beauty that you would like to see busted?
The biggest myth is that clean beauty products are less effective. There’s this misconception that if something is natural or non-toxic, it’s not going to work as well. That’s simply not true. Clean beauty products can be just as powerful, if not more so, because they work with your body, not against it.
What advice would you give to others aspiring to make a real difference in their industry? Why do you believe in expressing ourselves as individuals?
My advice? Don’t be afraid to disrupt. Whether it's menstruation or beauty, every industry needs bold ideas to move forward. Stay authentic to your values and create solutions that not only benefit your customers but also challenge outdated norms. I believe in individuality because when we express who we truly are, we inspire others to do the same, and that’s how real change happens.
Anything else you would like to add?
Yes, just that Adaye is more than a product—it’s a movement. We’re here to empower women, promote period positivity, and make sustainable choices easier. We want every person who menstruates to feel in control of their health and proud of their body, period included.
