A legacy of transforming big challenges
into absolute success stories
Since its establishment in 2013,
Selective Brands has emerged as a game-changing force in the Iraqi beauty market, earning a reputation as one of the most trusted and influential distributors nationwide. Supported by decades of regional experience dating back to 1991, our team successfully entered Iraq — a complex, recovering market with limited infrastructure — and turned challenges into growth opportunities through deep expertise and agile execution.
More Than Just Distribution
At Selective Brands, distribution is only the beginning. We build brands, develop consumer demand, and create meaningful market presence. Supported by a team of more than 350 professionals and a network exceeding 1,000 active points of sale, we deliver integrated distribution, marketing, retail execution, and consumer engagement solutions tailored to local market needs.
Innovation at Our Core
Fueling Various Client Satisfaction
OUR MISSION
We enable global beauty brands to unlock their full potential in Iraq through a fully integrated platform that combines market expertise, brand building, distribution excellence, consumer engagement, and commercial execution to deliver sustainable business growth.
OUR VISION
To be the most trusted growth partner for global beauty brands in Iraq, shaping market leadership through brand building, innovation, and sustainable growth.
OUR VALUES
WE TREAT BRANDS LIKE OUR OWN
We invest in truly understanding each brand’s DNA and positioning — and ensure that they are reflected consistently across every touchpoint and in everything we do.
RETAILERS ARE OUR LONG-TERM PARTNERS
We build strong relationships with the retailers and protect brand’s space at the POS by aligning retailer interests with brand priorities.
WE PUT OUR CONSUMER AT THE CENTER
We educate, engage, and guide consumers — creating meaningful connections that translate into brand loyalty.
PEOPLE ARE OUR GREATEST STRENGTH
Our team’s experience is the key word.. Read More
OUR PRINCIPLES of
CREATIVE MARKETING SOLUTIONS
Intelligence-Driven Market Decisions
Our strategies are built on deep local market understanding, not assumptions. By analyzing sales performance, consumer behavior, and retail trends, we identify opportunities, anticipate market shifts, and provide our partners with data-driven insights that support confident and commercially sound decisions.
Commitment to Dynamic Creativity
Tailored Solutions for Local Success
We develop and execute customized marketing solutions designed specifically for the realities of the Iraqi market. Through a combination of traditional, digital, and owned media channels, we maximize brand visibility, strengthen consumer engagement, and ensure excellence in execution across every touchpoint.
Trusted by Global Beauty Brands
Selective Brands is a true brand builder..
Selective Brands, You are strong & inspiring
Selective Brands is a trusted partner with a great sense for long-term growth
Our Team
We are proud of a great team of Experienced Managers with diverse and lengthy region-wide experience
Hania Nahas
Chief Executive Officer
Over 25 years of Experience in FMCG & Mas-tige Cosmetics Management.
RABEA KANJ
Head of Brands
Over 15 years of accumulated experience in cosmetics and beauty care across the Gulf and Levant markets.
WASSIM MOUSSELLI
Head of People & Culture
Over 15 years of experience in HR & Administration management across various industries.
ALAA SEDAWY
Head of Finance
Over 15 years of experience in financial management within the Levant market.
HATEM ZREEK
Head of Sales – Division A
Over 15 years of experience in beauty sales within the Levant market.
WAEL HASBANI
Head of Sales – Division B
Over 12 years of experience in beauty sales within the Iraqi market
HASSAN FARES
Head of IT
Over 15 years of experience in information technology management within the Levant market.
SHAHEM MOURAD
Head of Procurement
Over 10 years of experience in logistics management in Iraq
BASHEER MOHAMMED
Trade Marketing Lead
Over 5 years of experience in trade marketing within the beauty industry in Iraq
KAMAL AL-KHATIB
Digital Marketing Lead
Over 7 years of experience in digital marketing across both commercial and service sectors across the Levant markets
OMAR SELO
Head of Digital Transformation
Over 5 years of experience in digital transformation management across the Gulf and Levant markets
WILLIAM HATOUM
Brand Coordinator
Over 4 years of experience in brand development and growth across the Levant markets.
ADAM AJEEB
Communication Designer
Over 8 years of experience in key visuals creation in various industries within the Gulf & Levant markets
ZEENA ALI
BA Trainer
Over 8 years of experience in the beauty industry in Iraq.