Dubai-based influencer Karen Wazen has always been open about her personal challenges, from living with vitiligo to managing a non-life-threatening heart condition. Her passion for sunglasses actually grew out of insecurity: “I used to feel self-conscious about my large eyes, and covering them with sunglasses gave me confidence. Even now, they make me feel powerful, like I have a superpower.”
Wazen noticed a gap in the Middle Eastern market for high-quality sunglasses under $200—stylish yet affordable. This inspired her to launch her own brand in 2018, which quickly expanded (though the company hasn’t shared sales figures). Now, she’s partnering with Egypt’s Baraka Group in a joint venture to open one branded store every three months over the next four years, aiming for 15 to 16 locations across Egypt.
Her sunglasses are already sold in Jordan, Lebanon, Qatar, the UAE, and other regional hubs, with five dedicated kiosks or standalone stores. The Egypt partnership marks a major step in growing her boutique network. Egypt is also where Wazen has her largest online following—12% of her eight million Instagram followers are based there. After a distribution deal with Baraka in 2021, strong sales of over 12,500 pairs in Egypt paved the way for this joint venture.
Wazen observes a shift in regional tastes: “For years, we were obsessed with Western products. Now, that’s changing in fashion, food, beauty—it’s our moment.” She points to the success of homegrown brands like Fix Dessert Chocolatier, whose Dubai Chocolate went from a TikTok trend to a global hit.
From Blog to Brand
Wazen’s engaged community has made her a valuable partner for luxury brands like Dior and Cartier. But her authenticity sets her apart. It all started in 2016 when she moved to Dubai after getting married and began her blog, Karen’s Choice, sharing honest thoughts on long-distance relationships, motherhood, and life changes. Nearly ten years later, she remains a influential voice in the region.
As a mother of three, Wazen has been transparent about her struggles with body image and confidence. She once shared how she crash-dieted before a trip to Brazil, only to regain the weight afterward, highlighting the pressure to meet certain beauty standards.
By sharing both the highs and lows of her life, Wazen builds a strong connection with her audience. Her partners appreciate her genuineness in an age of polished perfection. Joana Jamil of Meta notes, “Everything she does stems from her personal journey. She didn’t just gain followers; she earned trust. Her appeal across different markets shows how her message resonates culturally and emotionally beyond borders.”
As the first Middle East ambassador for Roberto Cavalli perfumes and Guerlain’s first regional ambassador, Wazen initially considered launching a beauty product. But sunglasses felt truer to her story. “I wanted to create something I genuinely loved, not just something I thought would sell,” she explains.
Wazen attributes much of her success to her husband and co-founder, Elias B.Karen Wazen credits her husband for the rapid retail expansion. “My husband is my partner in the brand, and I have to give him so much credit. After 15 years at HSBC, he left his full-time job to build this with me,” says Wazen. “I handle the creative side, while he manages numbers and structure. We complement each other perfectly.” Her brother-in-law, Samer Bakhazi, who previously worked at Procter & Gamble, also serves as partner and COO.
(From left to right) Samer Bakhazi, COO of By Karen Wazen; Elias Bakhazi, co-founder of By Karen Wazen; Karen Wazen, co-founder of By Karen Wazen; and Ahmed Ragab, CEO and partner at Baraka Retail Group.
Photo: Courtesy of By Karen Wazen
Wazen and Bakhazi also run the investment firm KE Partners. Although they don’t reveal the size of their portfolio, they have made 13 investments so far, including Huspy, a UAE-based fintech company that is changing the local real estate market with its digital-first approach.
Always Looking to the Future
Wazen started her sunglasses brand online and only opened her first physical store—a kiosk in her hometown of Beirut—in 2023. Today, 85% of the brand’s sales come from brick-and-mortar retail. “With accessories, especially eyewear, you want to try the product,” she explains. Pricing has always been a key part of the brand’s appeal. “We aimed for prices that are both accessible and aspirational. I’ve always believed luxury isn’t just about a logo—it’s about quality, design, and how a piece makes you feel. There was no eyewear like this in the region before.”
Wazen naturally expanded into fashion jewelry and added belts last year. “We wanted to complete the ‘Karen Wazen girl’,” she says. According to Wazen, this customer is effortless, cool, and values versatility. “She had her sunglasses, but we wanted to dress her up more. Our pieces are designed to be easy to wear every day and can be styled up or down.”
While the designer has hosted pop-ups in London and Paris, she mainly focuses on wholesale in those markets. In the Middle East, however, she is building a strong retail presence, with a kiosk set to open in Dubai’s Mirdif Mall by the end of the year. Long-term, Wazen dreams of a standalone store in Paris, as she sees strong demand from the city, both in e-commerce sales and her social media following. Saudi Arabia, where she also has a large following, is next on her retail expansion list.
She recognizes the importance of maintaining her digital presence alongside her roles as founder and investor. “Karen the founder and Karen the creator aren’t two separate people competing for attention; they fuel each other,” says Meta’s Jamil. “Her brand reflects her values, heritage, and experience. That’s why her audience doesn’t just follow her—they invest in her.”
“We are proud to partner with a family that shares our values and continues to drive positive change in the Middle Eastern fashion industry,” says Ahmed Ragab, CEO and partner at Baraka Retail Group.
Karen Wazen will be speaking at the Vogue Business Global Summit: Middle East Edition on November 18. Secure your ticket here.
More from this author:
Why luxury brands should broaden their focus beyond Diwali
‘The timing is finally right’: Galeries Lafayette arrives in India
London calling: Why Indian designers are finding a natural home in the UK
Frequently Asked Questions
Of course Here is a list of FAQs about Karen Wazens journey designed to be clear concise and helpful
BeginnerLevel Questions
1 Who is Karen Wazen
Karen Wazen is a Lebaneseborn Dubaibased social media influencer entrepreneur and fashion icon She first gained fame on Instagram by sharing her life family and style and has since built a successful eyewear and fashion brand
2 What is her brand called
Her primary brand is Karen Wazen Eyewear a line of prescription glasses and sunglasses She has also expanded into other fashion categories like handbags
3 How did she become famous
She initially gained a large following on Instagram by sharing relatable and stylish content about her life as a mother and her personal fashion sense Her authenticity and eye for style resonated with a wide audience in the Middle East and beyond
4 What is her main business now
While she is still a prominent influencer her main business focus is her eponymous retail brand Karen Wazen Eyewear which has grown into a major regional powerhouse
5 Where is her brand available
Her eyewear collections are primarily sold online through her official website and are also available in select physical retail stores and optical shops across the Middle East
Advanced BusinessOriented Questions
6 What was the key to her successful transition from influencer to entrepreneur
The key was leveraging her established audience She didnt just launch a random product she identified a personal need that resonated with her followers creating a brand with builtin demand and trust from day one
7 How has she differentiated her eyewear brand in a crowded market
She focused on bold unique designs that were often missing from the regional market Her glasses are known for their oversized frames vibrant colors and arm candy details making them a fashion statement rather than just a functional item
8 What are some common challenges she likely faced when scaling her business
Common challenges include moving from a directtoconsumer online model to managing physical retail distribution maintaining consistent quality and supply chains as demand grew and evolving from a oneperson brand to leading a larger corporate team