How an 18-year-old turned her fitness passion into a thriving business

It all started during the summer of Eve’s 11th grade when she interned at a German protein bar manufacturer. This wasn’t just a routine internship; for Eve, it was the spark that ignited her passion for fitness and nutrition. The experience, particularly working in the R&D department, gave her valuable insights into product development and market potential. It was here that the idea for Linafsi—a brand focused on healthy, delicious snacks—was born.

"I realized there was a market for healthy protein snacks, especially something that catered to local tastes," Eve recalls. And thus, her entrepreneurial journey began.

After completing high school at the American School of Dubai, Eve found herself at a crossroads: Should she follow the conventional path of college or dive headfirst into her dream of building a business? For many, this would have been a daunting choice, but Eve had clarity.

In her view, the funds earmarked for college were better spent on starting her business. “College provides knowledge and networking opportunities, but starting a business gives you hands-on experience,” she says.

Of course, this decision wasn’t without its moments of self-doubt. There were times when Eve wondered if she had made the right choice. Would this decision backfire? But as she wisely points out, the future is unpredictable for everyone. The key is to make informed choices and learn from the journey, regardless of the outcome.

Family support: the backbone of Linafsi

Eve’s journey hasn’t been a solo one. Her parents played a pivotal role in her decision to skip college and start her business. From attending meetings with her to offering valuable advice, her father has been a constant source of guidance. Her mother, on the other hand, has been her biggest cheerleader, supporting the brand through social media and providing suggestions.

In fact, her father’s work in the flavor and fragrance industry influenced Eve’s approach to product development. “He always said, ‘If it doesn’t taste good, people will only buy it once.’ That stuck with me throughout the creation of Linafsi.”

Linafsi: a snack for the UAE

So, what exactly does Linafsi stand for? The name, meaning “for myself” in Arabic, perfectly encapsulates Eve’s mission: to encourage individuals to prioritise their health and well-being without sacrificing taste or convenience.

Linafsi’s first product—the Mango Lassi protein bar—launched in May 2023, marking a significant milestone for the brand. Crafted to meet the taste preferences of the UAE market, it aimed to provide a healthier alternative to the often sugary and processed snack options. The bar became an instant hit, thanks to its blend of wholesome ingredients like oats, almonds, and 15 grams of protein.

“Our goal is to create snacks that resonate with families in the UAE, offering products that fit seamlessly into their busy lives,” Eve explains. The company’s commitment to avoiding artificial sweeteners and providing high-protein snacks with a crispy texture sets it apart from traditional protein bars.

Every day, a new lesson

Of course, starting a business is never smooth sailing. From dealing with shipping delays to fluctuating raw material costs, Eve has faced numerous challenges along the way. As a young entrepreneur, she’s learned to wear many hats—managing logistics, overseeing product development, and even designing the company’s website.

But for Eve, these challenges are just opportunities in disguise. She views each obstacle as a learning experience, a chance to grow and improve. “Starting a business is the experience,” she says, encouraging young entrepreneurs to embrace the unknown and take action despite their fears.

One of the most rewarding moments in her journey came when Linafsi’s products hit the shelves at Choithrams, a popular supermarket chain in the UAE. “Seeing our product in a store was surreal. It felt like all the hard work was finally paying off,” she reflects. This achievement was soon followed by a partnership with FIVE Palm, a luxury hotel, which further expanded Linafsi’s reach.

While Linafsi’s journey has been impressive so far, Eve’s vision extends far beyond protein bars. She plans to stay within the food and beverage sector, with aspirations to develop nutritious snacks for kids, ready-to-drink plant-based protein beverages, and even healthier twists on energy drinks. “The goal is to support families in leading healthier lifestyles through better nutrition,” she says.

Her eyes are set on new markets, new products, and new ways to make a positive impact.

The importance of health

For Eve, staying healthy isn’t just about business—it’s a way of life. From daily walks to weight lifting which she started at the age of 13, she’s a firm believer in the power of routine to maintain both physical and mental well-being. She emphasises the importance of patience and consistency, drawing parallels between her fitness routine and her entrepreneurial journey. “Just like lifting weights, you don’t see changes right away. But if you stay consistent, the results will follow,” she says.

Eve’s journey is a powerful reminder that there’s no one “right” path to success. Whether it’s choosing business over college, starting a company without extensive experience, or tackling challenges head-on, her story inspires young entrepreneurs to trust their instincts and follow their passions.

Her advice to those standing on the edge of entrepreneurship? “Be absolutely sure this is what you want to do. The journey is full of obstacles, but if you’re passionate and committed, you’ll find a way through.”

Linafsi’s journey has only just begun, but with Eve at the helm, it’s clear that the future holds even more exciting milestones. For Eve, it’s not just about building a business—it’s about creating a lasting impact on people’s lives, one healthy snack at a time.