Sara Naggar represents a new generation of female entrepreneurs: women who stand firm in their convictions, lead consciously, and act out of principle. She is the founder of LIA Fashion & Cosmetics and MANIA Concept – two brands that embody not only products, but values: awareness, femininity, and quality.

“I am the role model I never found in the media before,” says Sara Naggar. As one of the few visible entrepreneurs in the German-speaking world who wears a headscarf, she combines tradition and modern business culture in her own unique way – boldly, authentically, and visionarily. Naggar comes from a Syrian family of entrepreneurs, where pioneering spirit and discipline are deeply rooted. Her father – who studied in Croatia, earned his doctorate there, and initially worked as a veterinarian – was one of the first to conquer the dietary supplement market in Germany. “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 keep learning,” she says.

This attitude also shaped her own career path. Naggar started working in the family business at an early age and went through every department – from accounting to production; and yes, cleaning was part of it too. “I had to do everything,” she says. “That showed me that true success is built on down-to-earthness, commitment, 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 do something good for themselves and their skin. “It was important to me to create a cosmetics line that matches my awareness – vegan, free of harmful substances, and in harmony with my values,” says Naggar. “I wanted to show that luxury and mindfulness go hand in hand.”

True success is built on down-to-earthness, commitment, and experience – not on shortcuts.

LIA products are aimed at every woman – regardless of origin or faith. The range consists of lipsticks, lip liners, nail polishes, accessories, and versatile multi-sticks. For Naggar, “halal” does not mean restriction, but responsibility: for quality, for humanity, and for awareness.

Today, LIA is available at Douglas and Flaconi. Two appearances in the Douglas advent calendar reached almost half a million people – a milestone for a brand that was born out of conviction. But the founder does not rest 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; born from the experience of her father, who has been active in the dietary supplement sector 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 body as a gift,” says Naggar. The products are made in their own production facility – 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 journey there was marked by courage and determination. At just 21 years old, heavily pregnant, she founded her first label. “I went to Italy with my husband, visited production facilities, and selected fabrics while my belly grew,” she recalls. “I wanted to prove that courage is not 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 being a role model. “I work with people who understand that success has nothing to do with elbows, but with character. Respect, loyalty, and awareness are the foundation of everything we do.” In addition to all this, she is a mother of two children – for her, this is not a contradiction, but part of her strength: “As a child, I would have wished for role models like this – women who are entrepreneurs, mothers, and visionaries at the same time. Today, I want to be exactly that.”

With LIA, MANIA, and her other projects, Sara Naggar stands for a movement: a new definition of femininity, spirituality, and success. “My task in this life is to continuously develop my awareness – higher, clearer, deeper. I believe that true fulfillment is created when you help others grow themselves. Who inspires not only lifts others, but also themselves. I want to be that person – someone who constantly develops, becomes more aware, and tries every day to be the best version of themselves.”

Sara Naggar is proof that attitude is the most beautiful expression of strength. To let others share in this, Naggar is also active on social media – because she wants to encourage women to live their femininity (regardless of whether they have children, a household, or a career) and to recognize their strengths. She wants to encourage women to follow their own path despite all challenges and to make their dreams come true. True to her motto “Women support women,” Naggar leads by example.

Text: Forbes Editorial Team
Photo: Anastasiia Gurko

.