Contributor Profile

Jolie Nubani

Job TitleChief Marketing Officer & Co-Founder

Company NameShade M Beauty


Makeup enthusiast, marketing maverick and philanthropic devotee, Jolie Nubani has more than a decade worth of unparalleled experience in developing and launching global brands. The CMO and co-founder of Shade M, Jolie’s career journey has been defined by her multicultural upbringing and inclination to shake things up. 

The daughter of a Palestinian father and a French-Cajun mother, Jolie was born and raised in the United States during a time when bland, uniform makeup campaigns that lacked cultural diversity were the norm. As an Arab woman who felt unable to see herself in beauty advertisements and campaigns, she knew that the market wasn’t going to change itself and began working in the global makeup industry 12 years ago. 

Jolie jump-started her journey into cosmetics with the L’Oreal Group, working as a junior product manager for Giorgio Armani Beauty responsible for the Gulf region based out of Dubai. Responsible for handling makeup, fragrances and skincare, she spearheaded the brand’s campaigns for expansion and was responsible for its opening of 15 Armani Beauty locations in less than two years. Her enthusiasm towards elevating the brand eventually led her back to the US, where she joined the Giorgio Armani Beauty team in New York City as the marketing manager of men’s and women’s fragrances. Beyond her time with L’Oreal, Jolie has also advised and executed marketing plans for numerous corporations in the Middle East. 

After years of working in the cosmetics industry and closely studying the market, she still felt there was room for improvement and work to be done. Jolie decided it was time to transform her passion for cosmetics and diversifying the beauty world into a business. She moved on to partner with her ex-colleague from L’Oreal, Nour Khalife, and together they dreamed up Shade M and drove it to become a reality. 

Above all, Jolie has shown that profitability and ethics can go hand-in-hand. Her passion to change the face of beauty is aligned with her unabashed willingness to enhance the educational experiences of girls across the globe. The granddaughter of a Palestinian immigrant who arrived to the US by way of a university scholarship, she’s conscious of the lasting effect it’s had on her family and her own access to opportunities. Without education, she’s aware she wouldn’t be where she is today and is thankful for each opportunity she’s had. Thus, she aspires to pay it forward by investing in future generations through Shade M. 

In everything Jolie does, she sticks true to her motto: “Shake it up, be loud, bold and embrace every moment life throws at you – we only have a string of them and it’s over; don’t hold back be you unapologetically!” 


Conference Sessions

  • The future of Halal beauty

    Tuesday14:00 - 14:4503 Nov 2020
    Marketing Trends & Regulation

    With the Halal beauty market expected to reach an estimated $52bn USD by 2025, it’s clear that this segment has staying power, in large, driven by younger gener...

    • Language: English

We use cookies to operate this website and to improve its usability. Full details of what cookies are, why we use them and how you can manage them can be found by reading our Privacy & Cookies page. Please note that by using this site you are consenting to the use of cookies.