Can You Build a Global Brand Without Ever Being the Loudest Voice in the Room?
Today, it’s easy to assume that only the boldest, most visible leaders rise to the top. However, behind some of the world’s most successful companies are quiet visionaries—operational powerhouses who turn dreams into results. The beauty and fragrance industry alone is projected to reach over $70 billion by 2025, and within that vast, hyper-competitive space, independent brands are breaking records by leading with authenticity and purpose. Among them, The Dua Brand has emerged as a standout, recently ranked by Similarweb as one of the Top 10 fastest-growing digital beauty brands in the world.
At the heart of this incredible ascent is Anam Raza, Co-Founder and COO of The Dua Group. She’s not just the operations lead—she’s the backbone. From launching their first kiosk while pregnant to transforming their garage into a global fulfillment hub, Anam’s story is one of discipline, devotion, and determination. While her husband, Mahsam Raza, imagined a fragrance empire, Anam quietly built it—training teams, scaling logistics, packing orders by hand, and doing it all while raising three children. Her leadership isn’t flashy. It’s focused. It’s effective. And it’s rewriting the rules of what it means to be an influential woman leader in 2025.
But how did Anam Raza turn a mall kiosk into a global brand with over 2,500 unique fragrances? And what lessons can emerging leaders learn from her journey of balancing business with motherhood, innovation with heart, and growth with grit?
Let’s step inside her world—the routines, the challenges, the vision—and discover how a behind-the-scenes powerhouse became the quiet force reshaping an entire industry.
“We’ve got This—Let’s Go.”
The Dua Brand began in 2016 when Anam’s husband, Mahsam, imagined creating a fragrance house that made luxury scents accessible without compromising quality. While he provided the vision, Anam became the engine. “I believed in him from day one,” she recalls. “He focused on creative direction—I built the systems to support it.”
At the time, she was pregnant with her second child, juggling motherhood with the monumental task of launching a business. Their first kiosk was humble, but her role was anything but. She handled everything—packaging, setting up displays, and customer service. With no prior experience in the fragrance industry, Anam relied on resourcefulness, instinct, and a tireless work ethic.
Soon, the business outgrew the kiosk. Their garage became a makeshift warehouse, where Anam Raza packed and shipped every order by hand, often including handwritten notes for a personal touch. “That connection with customers—that intimacy—became part of our identity,” she says.
From the Garage to Global Recognition
Fast-forward to today: The Dua Brand offers over 2,500 artisanal fragrances and ships worldwide. In 2024, the brand was named one of Similarweb’s Top 10 fastest-growing digital beauty brands. Behind that headline are years of disciplined work led by Anam, who now oversees all core operations—production, fulfillment, logistics, staffing, and customer care.
“I take the brand’s creative energy and translate it into efficient systems,” she explains. “I train teams, build SOPs, and keep a pulse on everything—from raw material sourcing to order flow.”
Her leadership is direct yet collaborative. She believes in setting the tone through action, not instruction. “I show up, I get my hands dirty, and I lead from the floor as much as the office,” she says. That grounded approach has earned her the respect of her team and the loyalty of a global customer base.
Balancing a Brand and a Family
While running one of the most innovative beauty brands in the world, Anam Raza remains a full-time mother of three. Her schedule—jam-packed yet precise—is built to support both her family and her business. “I’ve had to manage my time with military precision,” she says. Mornings begin with school runs; afternoons transition into production planning; evenings are for homework help, dinner, and bedtime routines.
“The challenge is real,” she admits. “But I’ve navigated it by building a strong team at work and by being very intentional with my time.”
Her approach to work-life balance is not about perfection—it’s about structure and boundaries. “I don’t chase balance. I build systems that support it,” she says. “I plan my week on Sundays. I time-block. I delegate. And I protect my peace.”
Building Beyond the Brand
Anam’s operational strategies have allowed the company to evolve from a bootstrapped startup to a global fragrance powerhouse. From upgrading production schedules to optimizing the supply chain, her initiatives have streamlined backend processes and supported front-end innovation. “The creative risks we take with products only work because our operations are built to scale,” she says.
Innovation at The Dua Group also includes the introduction of groundbreaking fragrance models like Hybrids, Tribrids, and Qudrids—blends that merge keynotes from multiple scents into entirely new compositions. While Mahsam pioneers the formulations, Anam Raza ensures that the production engine can deliver at scale with consistent quality and reliability.
In 2020, she spearheaded the launch of their first full-service warehouse, marking a pivotal shift from garage-level fulfillment to a robust global operation.
Looking Ahead: Glamora and Global Expansion
The future of The Dua Group is as bold as its fragrances. “We’re expanding into new creative spaces,” Anam shares. One of the most exciting ventures is Glamora Entertainment—the company’s creative arm focused on storytelling and immersive brand experiences. From scent-inspired film concepts to emotional branding campaigns, Glamora aims to bring the art of perfumery into new dimensions.
The Dua Group is also exploring strategic global partnerships and expansion into emerging markets. “We’re growing not just in product, but in presence,” Anam notes. “But always with intention. We scale only when we can maintain the quality and experience our customers expect.”
A Woman Leading with Quiet Power
Being a woman in business brings its own set of challenges, but Anam Raza doesn’t see that as a limitation. “I’ve never seen my gender as a disadvantage. If anything, it’s been a superpower,” she says. Her ability to multitask, lead with empathy, and make fast, precise decisions has been instrumental to her success.
She acknowledges that balancing motherhood and leadership is one of the most complex roles she’s taken on—but also the most fulfilling. “My children are my why,” she says. “Everything I build, I build with them in mind.”
Her leadership philosophy centers on consistency, clarity, and compassion. “You don’t have to be the loudest voice to be a strong leader. Leadership can look like packing orders at 2 a.m. It can look like showing up when no one else does.”
The Dua Culture: People over Resumés
At The Dua Group, Anam Raza has cultivated a culture that values diversity, growth, and integrity. “We don’t hire based on traditional résumés—we hire based on character and potential,” she says. Promotions are merit-based, and leadership opportunities are available to anyone who shows initiative and dedication.
“I want every team member to feel like they have a seat at the table. Leadership is not just for the top—it’s for anyone who’s willing to rise.”
The team reflects a diverse mix of talents, cultures, and stories—each one contributing to the company’s continued success. “We listen to every voice. That’s how innovation thrives,” she emphasizes.
Leading the Next Generation
To young women aspiring to leadership, Anam offers this advice: “Support someone else’s dream if it inspires you—but don’t forget your own strength. Leadership doesn’t always mean being front and center. Sometimes, the person behind the curtain is the one moving the entire show.”
She also stresses the importance of self-belief: “You were given your responsibilities for a reason. Stop minimizing your contributions. Own your journey, and be proud of how far you’ve come.”
Her message to upcoming entrepreneurs? “Don’t overthink starting—just start. The journey will teach you everything you need to know.”
Defining Success on Her Terms
For Anam Raza, success isn’t about numbers—it’s about impact. “It’s about the lives we touch—the customers who feel seen, the employees who grow with us, the children who learn by watching us.”
Through The DUA Foundation, the company supports causes like education, food, and shelter for orphans—an extension of Anam’s belief that leadership means lifting others as you rise.
“I want to be remembered not just for building a business but for building people,” she says. “If I can do that—if I can lead with integrity and compassion—then I’ve succeeded.”
Trends That Will Shape the Future
As COO, Anam Raza remains laser-focused on staying ahead of industry trends. “Customers are looking for more than just a product—they’re looking for purpose,” she says. Personalization, transparency, and sustainability are at the forefront of consumer demand.
“We’re investing in ethically sourced ingredients and eco-conscious packaging. As a mom, I think about the world I’m leaving behind, and that shapes our decisions as a brand.”
The Dua Group is also developing tools that give customers more control over their fragrance experience, including a growing custom fragrance program and scent personalization technologies.
The Legacy of Quiet Strength
Behind the success of The Dua Group is a woman who didn’t wait for the perfect moment or title—she stepped up, showed up, and built something extraordinary. From hand-packing orders to overseeing a fragrance empire, Anam embodies a new kind of leadership. One defined not by the spotlight but by substance. Not by noise, but by impact.
Her journey is a powerful reminder that leadership doesn’t have to look one way. It can look like motherhood, like spreadsheets and scent trials, like a woman who believes in building something real—something lasting.
As The Dua Group continues to rise, so does the quiet force behind it. And if Anam’s story teaches us anything, it’s this: the most influential leaders aren’t always the loudest—they’re the ones who get things done.
Open Letter from Anam Raza, Co-Founder & COO of The Dua Group
To every young woman dreaming of leadership,
Here’s what I’ve learned: Leadership doesn’t always come with a spotlight—it often begins in the quiet corners, behind the scenes, where real work happens. You don’t need to be the loudest in the room or the one with the original idea to make an impact. Support someone else’s vision if it speaks to you, but never forget your own strength in that journey.
Sometimes, leadership looks like staying up late packing orders. Other times, it’s about making tough decisions with empathy, honesty, and clarity. Today, those qualities—consistency, compassion, and communication—matter more than ever.
Don’t wait for the perfect plan or the perfect time. Just start. Build something real, something that reflects who you are and what you believe in. And remember, your journey is uniquely yours. Whether you lead from the front or the foundation, your contribution is powerful and necessary.
Success doesn’t follow one formula. It can look like spreadsheets, playdates, or production floors. It can be messy and meaningful all at once. Trust yourself. You’ve got more strength than you know. And the world needs leaders like you.
With belief in your journey,
Anam Raza
Co-Founder & COO, The Dua Group
Key Takeaways from the Transforming Journey of Anam Raza
1. Quiet Leadership Can Build Global Empires
Anam proves that you don’t need the spotlight to lead powerfully. From a mall kiosk to a top global fragrance brand, her behind-the-scenes leadership has been the driving force of The Dua Group’s success.
2. Balance is Built, Not Found
As a mother of three and COO, Anam manages both family and business with precision. Her structured, intentional approach to time management shows that work-life balance is achievable—with the right systems.
3. Innovation Thrives on Operational Strength
While The Dua Brand pushes creative boundaries with fragrance models like Hybrids and Tribrids, it’s Anam’s operational mastery that ensures these innovations scale without compromising quality.
4. Leadership Is About People, Not Titles
Anam Raza fosters a culture where talent, integrity, and growth matter more than résumés. At The Dua Group, leadership is earned, not reserved—every voice matters, and every role has power.
5. Start Now, Stay Steady, Know Your Worth
Her message to aspiring women leaders is simple yet profound: just start. You don’t need to be the originator of the idea to lead it—what matters is consistency, empathy, and knowing the value you bring.
