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About Us
F&J Trading Company is built on hands-on experience in launching, positioning, and growing beauty brands in the Lebanese market, a market shaped by resilience, identity, and constant change.
Founded on years of shared experience between two long-time colleagues, F&J brings together strategic brand development and strong execution on the ground. What began as a long-standing idea became a clear decision: to build a company that offers international beauty brands a more focused, committed, and strategically grounded route into Lebanon.
Over the years, that experience was shaped through close work with international beauty brands, exposure to global industry standards, and direct involvement in building brand presence within the Lebanese market. It created a clear understanding of what successful brand building requires, not only market presence, but also positioning, consistency, and long-term value.
Lebanon's beauty market is not defined by trends alone.
It is shaped by a deep-rooted consumer commitment to self-care, expression, and brand connection. That understanding shapes how we approach every partnership with structure, clarity, and long-term intent.
It also defines the kind of company we set out to build: selective in approach, committed in execution, and focused on long-term brand value.
Every partnership receives what a portfolio never could: complete focus, from day one.
Direct founder involvement is built into every partnership at F&J, ensuring strategic alignment, commercial focus, and accountability at every stage. For our partners, this means closer collaboration, clearer decision-making, and a model built around brand value rather than volume.
Meet the Founder
At the center of F&J is Nour Fayad, Co-Founder and Managing Director, who leads strategy, operations, and brand development. Her background combines strategic thinking with hands-on execution, shaped by years of building and managing beauty brands from within the market.
“Having spent years building brands in this market, I have come to understand that what makes them last is not how quickly they grow, but how carefully they are built. It comes down to a few things that do not always get the attention they deserve: decisions shaped by experience and long-term intent, people who genuinely understand what they are building, and trust that is earned through consistency. When these come together, the result is not just a brand that performs; it is a partnership built to last.
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