Haifa Elmathkor began her Master's in Pharmacology and Toxicology in the United States. In the process of completing her studies, she always dedicated time to her calling. With a strong belief in the power of passion, she made the decision to launch Haifa Cosmetics combining her pharmacology and toxicology background to create new high-quality products. 2018 was the turning point for Haifa as she and her sister Dr. Amani worked together to create a collection of false eyelashes under the Haifacosmetics brand name.