Beauty
This week, Emirates Woman speaks to Sammy James, the founder of a clean skincare beauty brand, Balm Space.
Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
This all-in-one balm is designed to hydrate, soothe and protect the skin. Born with the intention to champion self-care, this hero product can be used anywhere on dry skin, chapped lips and even to tame the brows. It focuses on the transformative power of daily use.
So to delve into her journey as UAE-based entrepreneur, Emirates Woman sat down with James to see how it all began.
What was your favourite subject at school?
Surprisingly Math. People assume that because I work in beauty I must have had a close affiliation with the arts, however I have always loved problem solving. I find logic so satisfying. It actually connects so much to what I do now. Retail is creativity supported by numbers. Spotting trends, analysing performance and understanding what customers truly want is where the magic happens.
What was your first job?
My first role after university was as an Assistant Merchandiser for a baby clothing brand in the UK. It gave me the best understanding of how a product goes from an idea to a shelf. Seeing design and strategy come together was my first taste of how something you create can genuinely resonate with people – It was the best foundation.
What brought you to Dubai?
I moved to Dubai at 22 with this feeling that there was something more waiting for me. I applied for a Junior Buyer and Merchandiser role in beauty which was a little bold considering I had zero experience in beauty. But I have always been ambitious and willing to bet on myself. I loved beauty but I had never realised it could become my career until that moment. Dubai opened that door for me and I’ll forever be grateful.
What inspired you to enter the space and launch your brand?
A huge part of being a beauty buyer is testing products. I have tried everything, and honestly I would often feel totally overwhelmed. So many products, so many steps but all aiming to do the same thing. I wanted simplicity and I wanted my bathroom to look a little calmer. Balm Space is about removing the noise and giving people their time back. Less chaos, fewer decisions, better skin. Space to just breathe.
Talk us through the concept?
Universal Balm was our first launch and it perfectly sums up what Balm Space is all about. It’s one beautiful balm that hydrates, protects and delivers that effortless glow to any area that needs a little care. Lips, face, brows, cuticles, elbows, you name it. The results speak for themselves and it’s the type of product you fall in love with more each time you use it.
What are the key elements of your role?
Right now I am doing everything (a real solo founder reality). Product development, operations, marketing, social, finance, all of it. It can be intense but it has also taught me how capable I am. Being close to every decision makes the wins feel even more special and it has really strengthened my instincts.
Talk us through your daily routine.
I still work 9 to 6 as a beauty buyer so Balm Space lives in my mornings, evenings and weekends. It can feel like a lot but I honestly believe you do not need to quit your job to build your dream. I want to show people that there is room for both. Even one focused hour a day can completely change your life. Slow growth feels sustainable and I am really trying to enjoy the journey and not rush the result.
What advice do you have for anyone looking to follow in the same footsteps?
Just start. There will never be the perfect moment. Especially in skincare, development takes time. Labs, testing, compliance, approvals. I launched Balm Space while working full time and now I’m pregnant. If I had waited for the right time I would still be waiting. Progress does not have to be fast. It just has to begin.
Tell us more about the products?
Universal Balm is our hero product. A do it all staple for everyday hydration and glow. But Balm Space is evolving. We have new balms in the pipeline each with its own distinct purpose and all rooted in the same philosophy, that less but better. The next year is going to be a huge year for us.
What is the best piece of advice you have ever received?
No one is you and that is your superpower. It is such a grounding reminder especially on the days you doubt yourself. People connect with authenticity not perfection. I have learned that showing up as yourself will always take you further than trying to fit in.
And what is the worst?
Not to mix business and emotion. I could not disagree more. Emotion is what makes business human. Caring deeply is what keeps you going when things get hard. Heart is your competitive advantage.
What’s the biggest challenge you have had to overcome?
Patience. Building something meaningful takes time. There are slow seasons where it feels like nothing is moving but slow progress is still progress. I am learning to trust the timeline and keep my future self in mind.. she will thank me.
What’s lies ahead for the brand?
2026 is going to be such a beautiful year of growth. We’re expanding into new categories and continuing to create products that make everyday moments feel softer, calmer and more connected. Always driven by our gentle philosophy of intentional and mindful living. This is just the beginning of the space we are building.
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Images: Instagram/Supplied
