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When Covid hit the world, as a small company that is growing fast, we had to hit the brakes on several strategic projects. However, that period also allowed us to show our flexibility and agility to the world. We launched the #MySalonIsSafe campaign, during lockdown. We worked with our partner salons and spas to self-declare themselves “Safe” against a checklist of actions either established by WHO or by the UAE government. Within weeks, we had over 100 establishments that were marked “Safe”. We understand what it means to be a business in these times and while we proceed with our plans, we want to anchor our partner salons and spas to stay relevant in the new normal.