Icons Oman is proud to spotlight Amat Alhajji—widely known online as @Amat_hajji—as one of Oman’s most influential business women and a dynamic force of innovation, empowerment, and purpose-driven leadership.

Reinvention with Purpose: A Multifaceted Career

Amat’s journey is anything but linear—and that’s what makes it remarkable. What began as a passion for business and strategy in real estate investment and client relations quickly evolved into a lifelong mission to uplift others, especially women, and create meaningful change wherever she goes.

Transitioning from real estate to high-level marketing in the beauty industry, Amat has consistently chosen paths that allow her to grow while helping others rise. Her story is a testament to the power of reinvention and living intentionally.

Empowering Women Through Beauty

As CEO and Marketing Director at Biotipo Brazil Cosméticos, a leading Brazilian organic haircare brand expanding across the Gulf, Amat is redefining what beauty means for women in Oman and beyond. For her, the beauty industry is about more than products or trends—it’s about confidence, self-expression, and well-being.

She channels her creativity into campaigns that celebrate diversity, natural beauty, and holistic wellness. “The power of transformation isn’t just in appearance—it’s in confidence, self-expression, and well-being,” she says. Amat’s leadership ensures Biotipo’s mission aligns with her core values: sustainability, authenticity, and empowerment. She’s not just selling products—she’s building a community and a lifestyle centered on self-love, wellness, and sustainability.

The Leap from Nonprofit to Beauty Mogul

Before making waves in the beauty sector, Amat spent years in the nonprofit and development world. She worked with the United Nations and local organizations, dedicating herself to female empowerment, education, and entrepreneurial support. The transition from humanitarian work to the fast-paced private sector was challenging, but Amat’s people-first mindset and impact-driven approach became her greatest strengths.

“Adapting while staying true to my values wasn’t easy,” she shares, “but that challenge became my strength.” Whether closing real estate deals, launching brand campaigns, or managing client relationships, Amat always leads with empathy, strategy, and a vision for long-term impact.

Leading a Beauty Revolution in the Gulf

Today, Amat is at the forefront of Biotipo’s growth across the Gulf—one of the world’s most dynamic beauty markets. She shapes marketing strategy, manages brand expansion, and creates culturally resonant campaigns that position Biotipo as a top-tier organic beauty brand. Her leadership style is intentional and intuitive, blending market insights with real stories from women across the region.

“Marketing isn’t just about selling a product,” she explains. “It’s about telling a story that connects. It’s about creating something people want to be part of.” Through influencer collaborations, partnerships, and values-driven campaigns, Amat is building not just a brand, but a movement rooted in empowerment, education, and self-care.

Passion Meets Purpose: A Personal Milestone

For Amat, her proudest achievement isn’t a title or award—it’s the successful merging of two worlds that once seemed far apart: nonprofit advocacy and corporate leadership. “To go from working with women on the ground to leading a global beauty brand—it’s more than a career milestone. It’s proof that with vision, adaptability, and heart, you can create real impact across any field.”

Staying True to Her Vision

Throughout her career, Amatallah has remained grounded in her “why”: creating opportunities, uplifting others, and building legacies of purpose. Her philosophy—adaptability rooted in purpose—guides her in every endeavor, whether managing a local initiative or launching a global campaign.

“I’ve learned to stay curious, to evolve constantly, and to lead with empathy,” she reflects. “Because no matter what industry you’re in, people will always be at the heart of success.”

Creating a Legacy of Empowerment and Innovation

Amat’s vision extends beyond product launches and market shares. She’s committed to building an industry where authenticity, inclusivity, and purpose are at the core—where women are empowered not just as consumers, but as creators, leaders, and innovators.

Through mentorship, storytelling, and hands-on leadership, Amat is actively contributing to a future where beauty is a source of strength, not pressure.

Words of Wisdom for the Next Generation

Her advice is clear: “Trust your voice. Don’t be afraid to take bold steps—even if the path isn’t clear yet. Every experience, even the difficult ones, will teach you something valuable. Surround yourself with people who uplift you, and never underestimate your own potential.”

Final Thoughts

Amat Alhajji’s journey is a shining example of how success can be purposeful, passionate, and people-centered. Whether launching global campaigns, mentoring young women, or redefining beauty standards, she leads with clarity, compassion, and courage.

Icons Oman proudly honors Amat Alhajji as a leading business woman—an architect of change, a champion for women and youth, and a visionary shaping the future of Oman’s business and beauty landscape. She’s not just building brands. She’s building a legacy.