Meet Shereen Ali

We had the good fortune of connecting with Shereen Ali and we’ve shared our conversation below.

Hi Shereen, can you tell us more about your background and the role it’s played in shaping who you are today?
I’m a Palestinian American, and growing up between two cultures shaped how I see beauty and identity. In my community, caring for hair has always been a ritual, often using one of Palestine’s most treasured ingredients — olive oil. That upbringing taught me resilience and creativity, and it’s what inspired me to create products that not only nourish hair but also celebrate our culture.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
My brand, Na’eeman, is inspired by traditional Arabian haircare rituals specifically Hammam Zait, a cream-based treatment infused with oils to hydrate, strengthen, and protect the hair. Our formula delivers the same deeply nourishing experience found in salons across the Middle East and North Africa, but with ingredients I’ve personally vetted for safety and performance.

Our hero ingredient is Fair-Trade Palestinian olive oil. We source it directly from small farmers in Palestine not only for its unmatched quality, but also to support a threatened economy, preserve generational farming traditions, and uplift the communities who’ve cared for these trees for centuries.

I’m most proud of bringing MENA haircare front and center — highlighting rituals and ingredients that have been used for centuries and giving them a rightful place in today’s beauty conversations. It excites me every time someone uses Na’eeman and feels not only nourished hair, but also a deeper connection to our culture. The name itself, Na’eeman [nah-ee-mahn], is a common Arabic expression traditionally said after someone showers, gets a haircut, or completes a grooming ritual. It basically means ‘I hope you enjoyed feeling refreshed and renewed.’ To me, it perfectly captures what I want people to feel when they use our products: cared for, connected, and renewed.

It hasn’t been easy getting here. Breaking into the beauty industry is tough — many people wouldn’t work with me because I was ‘too small,’ and I was often told the market was saturated. But I didn’t let that stop me. I’m here to prove that our culture belongs on shelves and in beauty conversations everywhere!

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I’d start the trip with a hike in Laguna and then spend time at a farmers’ market — one of my favorite places because I love the mix of fresh produce, local goods, and community. And of course, I’d take them to Garden Grove for authentic Palestinian falafel at Sababa Falafel Shop, followed by kunafa at Jerusalem Roastery.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My family and community. I am surrounded by resilience, hospitality, and traditions that have taught me to stay grounded through challenges. I also want to thank my mentor who believed in me and guided me when the industry felt overwhelming, as well as my friends — both old and new. Every message, every repost, every DM of someone’s excitement after trying the product has been fuel for this journey.

Website: https://saynaeeman.com/

Instagram: saynaeeman

Image Credits
Seb Espino
Omar Ahmad