At VR Beauty Consulting, we believe in our guiding principle: “Where Empowerment is Beauty.”
Founded in 2019, VR Beauty Consulting was established with one clear objective — to empower salon owners and investors to build successful, sustainable beauty businesses.
With over two decades of experience in the beauty industry across the GCC, we understand both the opportunities and the complexities of operating a salon business in this region. From concept creation and salon launches to operational optimisation and business transformation, we support our clients with the strategic guidance and practical expertise required to build strong and profitable businesses.
Our work begins by listening carefully to the challenges faced by salon owners and entrepreneurs. Drawing on our industry knowledge and interdisciplinary expertise, we develop tailored strategies and practical solutions designed to address real business needs and support long-term growth.
Over the years, VR Beauty Consulting has become a trusted partner to salon owners, investors and beauty professionals across the Middle East, supporting the launch of new salon concepts, strengthening existing businesses and revitalising salons seeking a new strategic direction.
Our Industry Contribution
Beyond consulting services, VR Beauty Consulting is committed to contributing to the continued development of the beauty salon industry in the region.
We are proud to have introduced several initiatives designed to support salon owners and professionals in meaningful and practical ways, including:
Talent Gateway
A platform focused on helping salon owners connect with highly skilled talent and strengthen their teams.
Operational Tools & Resources
A curated range of administrative tools and operational resources designed to help salon owners manage and structure their businesses more effectively.
Interactive Training Programmes
Training solutions specifically developed for the regional market, focused on key areas such as client journey excellence, selling skills and customer complaint management.
These initiatives reflect our broader commitment to supporting the professional growth and long-term success of the beauty industry in the Middle East.
Our Vision
To empower women to realise their dreams of building successful and sustainable beauty salon businesses, while establishing VR Beauty Consulting as a leading hub of expertise for the beauty salon industry in the Middle East.
Valerie is a seasoned beauty industry consultant with over 20 years of experience setting up and operating salons and salon chains across the GCC. As the founder of VR Beauty Consulting, she brings her deep operational expertise and over six years of consulting with salons throughout the region together to help women turn their beauty business ambitions into thriving ventures. Independent and trusted, Valerie specializes in launching new concepts, revitalizing existing operations, and raising industry standards through strategic management, talent development, and impactful solutions.
With over 25 years of Sales and Marketing experience, Carol has delivered projects in strategy development, digital advertising, web and app development, eCommerce, and CRM platforms. Her background, including a Marketing Management degree and an MBA in Entrepreneurship and Marketing, equips her to tackle modern business challenges. For the past 3 years, she has been an independent consultant, working with clients globally, including in New Zealand, UAE, the UK, Saudi Arabia, Sri Lanka, Nepal, and South Africa. Carol’s clear communication, adaptability, and collaborative nature drive her to achieve project goals effectively.
Preshky Perera is a seasoned creative director with a strong background in visual communication design and design management, shaping a career marked by innovation and creativity.
With over 7 years of experience, he specializes in Brand Communication Strategy, Creative Direction, and Brand Identity Design. Preshky excels at transforming ideas into compelling visual experiences that resonate with audiences and drive brand success. His dedication to pushing creative boundaries and delivering results-driven design solutions has established him as an inspiring figure in branding, consistently providing innovative and impactful solutions that leave a lasting impression in a dynamic design landscape.
Eva is a data-driven procurement and supply chain expert with an engineering degree and MCIPS Chartered status. With over 10 years of experience in the beauty industry, she has a proven track record of optimizing processes, driving cost-saving initiatives, and enhancing organizational efficiency. Her leadership blends collaboration with precision, motivating teams to exceed targets. As an MCIPS member, Eva is committed to sustainable practices and high standards, combining analytical skills with procurement excellence to build strong supplier relationships and deliver impactful results.
Melanie is an experienced Human Resources consultant with over 20 years of expertise across the GCC and international markets. She has worked with start-ups, large corporates and family-run businesses, supporting organisations through growth, restructuring and organisational change.
Specialising in employment frameworks, performance management and employee relations, Melanie works collaboratively with founders and management teams to strengthen people structures, reduce risk and build stable, well-managed workplaces. Her commercially focused approach ensures solutions are practical, aligned with business objectives and compliant with local labour laws.
With 15 years of experience in the Middle East retail market, Marianne Tolentino is known for elevating brands and driving significant business growth. Her expertise lies in boosting brand awareness and customer engagement through strategic social media management and compelling content creation. Marianne combines strong project management skills with a hands-on approach, ensuring every project meets and exceeds client expectations.
She has led marketing for the largest private cosmetic label in the MENA region for over a decade, solidifying her industry leadership. Her deep understanding of consumer trends in the beauty retail sector enables her to craft effective trade marketing and 360 campaign strategies, driving brand visibility and market success.
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