Redefining Beauty Globally With Omorfia Group: Tina Ghafurian

We recently had the opportunity to interview Tina Ghafurian, Chief Operations Officer (COO) at Omorfia Group. An adept and visionary business leader with entrepreneurial spirit and vision in directing business functions towards success, Tina is deeply dedicated to accounting for all business activities alongside enhancing the organization’s brand value and image. Omorfia Group is an umbrella group of locally nurtured brands pioneering the beauty and wellness sector globally. By elevating customer experience globally and regionally, Tina is expanding Omorfia Group’s presence, positioning it as a crucial player in the industry.

Spark Behind The Journey

We started the interview by asking, “What inspired you to start/lead this business, and how has the journey surprised you?”

Tina Ghafurian shared, “Honestly, I’ve always had a gut feeling that I was meant to build something meaningful. When I was allowed to create something new, I knew exactly what was missing in the market and felt excited to bring that vision to life. But what has truly surprised me is just how much we’ve grown. I never imagined that what started as a passion would evolve into leading three of the largest beauty brands in the Middle East. With over 100 locations and thousands of employees, it’s been an incredible journey. Looking back, it’s a reminder that sometimes life takes you further than you ever planned—and I’m grateful for every step of it.”

Advice To Younger Self

We also asked, “If you could go back to your first year in this role, what advice would you give yourself?”

“I’d tell myself to embrace patience and trust in the process, even on the most difficult days. Those moments of doubt are temporary— this too shall pass. Every challenge is an opportunity to grow, and the most important thing is to believe in the team you’ve built. They are the heart of the journey, and with their support, anything is possible.” She mentioned.

The Art Of Problem-Solving Through Collaboration

We asked Tina Ghafurian to share her approach to solving problems that don’t have clear solutions.

Tina Ghafurian replied, “When there’s no clear answer, the first step is always collaboration. I lean on my incredible team, who brings fresh perspectives and innovative ideas. Listening is key—listening to what’s being said, and what’s not being said. I lead with empathy, always considering the human aspect of the situation. By engaging with everyone’s thoughts and emotions, we often find solutions that not only solve the problem but also bring us closer together.”

Career-Defining Experiences

To learn more about the experiences that proved to be transformative for her business, we asked Tina Ghafurian, “Can you share a unique experience that shaped the way you run your business today?”

“I’ve learned that the power of genuine human connection is everything. Investing in our team, not just as employees but as people, has been transformative. When you coach, invest, and truly care about those you work with, the impact goes beyond just business growth—it creates a ripple effect that fosters loyalty, passion, and success. I’ve witnessed countless success stories from individuals who’ve thrived because they were supported and believed in.” Tina explained.

Turning Out-Of-The-Box Ideas Into Success

Interested to learn more about the success of Tina Ghafurian’s business, we requested her to share an unconventional idea that she has implemented, and how it turned out.

Tina Ghafurian reflected, “One of the boldest decisions I made was to take a chance on someone without traditional experience but with a lot of potential. It was a risk, but it paid off. That’s the beauty of leadership—believing in people when others might not see it. Additionally, we revolutionized the manicure and pedicure experience by turning it into a complete chair journey. What started as a concept is now a hallmark of our business, with 80% of our clients enjoying multiple services in one visit. It’s a reminder that unconventional ideas, when done right, can transform industries.”

Attracting Fresh Opportunities

We asked Tina Ghafurian to share her approach to identifying and seizing new opportunities in her industry.

Tina Ghafurian explained, “Curiosity drives us forward. I’m constantly listening to our clients and staff, keeping an ear to the ground on new trends and opportunities. We make it a priority to stay ahead by attending global exhibitions and investing in R&D. The key is to stay open to the unknown—there’s always something new to explore, and we embrace it with excitement. We encourage out-of-the-box thinking and celebrate every new idea, big or small. After all, every opportunity begins with the courage to explore the unfamiliar.”

Leading By Doing

We asked, “If you had to describe your leadership style in one word, what would it be, and why?”

“Transformational. My leadership style is all about nurturing potential, embracing risk, and fostering a culture of ambition. I believe in leading with heart, inspiring those around me to not only achieve more but to push beyond what they thought was possible. It’s about creating an environment where every individual feels empowered to take risks, grow, and reach their highest potential.” Tina replied.

Adaptability Amidst Challenges

To learn how Tina overcame the challenges in her organization, she asked, “What’s a challenge you faced that turned into an unexpected opportunity?”

“The merger of Tips & Toes and Bedashing was an incredible challenge. As competitors, we had different philosophies and mindsets, but I saw the potential for something extraordinary if we could align our cultures. Leading through that transformation required patience, vision, and empathy, but it turned out to be one of the most rewarding experiences. The merger not only strengthened our position in the market but also brought together the best of both worlds, creating a more powerful and unified brand.” She mentioned.

Transforming The Industry

We lastly asked, “If you could change one thing about the industry you work in, what would it be?”

“I would shift the focus to truly supporting our staff—focusing on their well-being, both mentally and physically. These are the individuals who work tirelessly to make others feel good, and it’s so important that we invest in their health and happiness as well. A strong, happy team leads to a stronger, more successful business. They are the heart of everything we do, and their well-being should always come first.” Tina concluded.

Follow Tina Ghafurian on LinkedIn.

Find Omorfia Group on LinkedIn and visit their website https://omorfiagroup.com/

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