Sara Naggar represents a new generation of female entrepreneurs: women who take a stand, lead consciously, and act with conviction. She is the founder of LIA Fashion & Cosmetics and MANIA Concept – two brands that embody not just products, but values: awareness, femininity, and quality.

“I’m the role model I didn’t find in the media before,” says Sara Naggar. As one of the few visible female entrepreneurs in the German-speaking world who wears a headscarf, she combines tradition and modern business culture in her own unique way – courageously, authentically, and with vision. Naggar comes from a Syrian family of entrepreneurs where pioneering spirit and discipline are deeply ingrained. Her father – who studied in Croatia, earned his doctorate there, and initially worked as a veterinarian – was among the first to conquer the German market for dietary supplements. “I still remember how my father worked day and night to realize his vision. He taught me that you don’t become a success story just by watching – you have to be willing to constantly learn,” she says.

This attitude also shaped her own career path. Naggar started working in the family business early on, rotating through every department – ​​from accounting to production; and yes, that included cleaning. "I had to do everything," she says. "That showed me that real success is built on down-to-earth values, dedication, and experience – not on shortcuts."

With LIA Fashion & Cosmetics, Sara Naggar has created something that goes far beyond classic beauty: Her vegan, halal-certified cosmetics line stands for purity, sustainability, and ethics – developed for women who want to treat themselves and their skin well. "It was important to me to create a cosmetics line that reflects my values ​​– vegan, free of harmful substances, and in line with my principles," says Naggar. "I wanted to show that luxury and mindfulness go hand in hand."

Real success is built on down-to-earth values, dedication and experience – not on shortcuts.

LIA products are designed for every woman – regardless of origin or beliefs. The range includes lipsticks, lip liners, nail polishes, accessories, and versatile multi-sticks. For Naggar, "halal" doesn't mean restriction, but rather responsibility: for quality, for humanity, and for awareness.

Today, LIA products are available at Douglas and Flaconi. Two appearances in the Douglas Advent calendar reached almost half a million people – a milestone for a brand born out of conviction. But the founder isn't resting on her laurels: With her second brand, MANIA Concept, she has created a platform that understands health as a philosophy of life. MANIA is the result of decades of knowledge and deep passion; it stems from the experience of her father, who has worked in the field of nutritional supplements for over 40 years, and from Sara's own vision of rethinking health. "Our mission with MANIA is to live health consciously – not as a trend, but as a responsibility. We want to inspire people to do something good for themselves and to see their bodies as a gift," says Naggar. The products are manufactured in-house – with the highest quality, transparency, and care.

For Sara, MANIA is not a brand, but a mission that she founded together with her friend and business partner: a statement for balance, energy and inner strength.

Her path to success was marked by courage and determination. At just 21, heavily pregnant, she founded her first label. "I traveled to Italy with my husband, visited production facilities, and selected fabrics while my belly grew," she recalls. "I wanted to prove that courage isn't a matter of age – and that you can achieve great things if you believe in your vision."

Today, Sara Naggar leads a growing team of people who share her values. She believes in leadership through clarity, trust, and leading by example. "I work with people who understand that success isn't about ruthlessness, but about character. Respect, loyalty, and awareness are the foundation of everything we do." Alongside all this, she is a mother of two – not a contradiction for her, but rather part of her strength: "As a child, I would have loved to have role models like her – women who are entrepreneurs, mothers, and visionaries all at once. Today, that's exactly what I want to be."

With LIA, MANIA, and her other projects, Sara Naggar represents a movement: a new definition of femininity, spirituality, and success. "My task in this life is to continually expand my consciousness—higher, clearer, deeper. I believe that true fulfillment arises from helping others grow. Those who inspire not only uplift others but also themselves. I want to be that person—someone who constantly evolves, becomes more conscious, and strives every day to be the best version of themselves."

Sara Naggar is proof that poise is the most beautiful expression of strength. To share this with others, Naggar is also active on social media – because she wants to encourage women to embrace their femininity (whether with children, household chores, or a career) and to recognize their strengths. She wants to inspire women to follow their own path and realize their dreams, despite all the challenges. True to her motto, "Women support women," Naggar leads by example.

Text: Forbes editorial team
Photo: Anastasiia Gurko

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