The Aesthetic Business Masters Awards are judged by people who know this industry from the inside. Not observers, but practitioners, founders, strategists, and educators who have built businesses, led teams, navigated regulation, and sat across the table from clinic owners working through the same challenges you are.
This series introduces you to the people behind the scorecard, so you know exactly who’s reading your submission and what they’ll be looking for.
Meet: Zena Chami
Zena Chami never set out to launch a skincare brand. She set out to fix her own skin. The brand came later, born from a frustration most consumers know well: too many products, too many promises, not enough results.
She is a branding strategist, e-commerce expert, and the co-founder of RE-DOX SKIN LAB, a skincare line built on the philosophy that effective skincare should be simple, science-driven, and honest about how and why it works. Before founding RE-DOX SKIN LAB, she spent years in branding, digital strategy, and consumer behaviour, gaining insight into how products were positioned and marketed. She also understood how often the story didn’t match the outcome.
Her own turning point came post-pregnancy, when deep facial hyperpigmentation sent her down the familiar path of research, trial, investment, and disappointment. The disconnect between marketing and results became impossible to ignore. Everything shifted when her brother, Dr Belal Chami, a scientist with deep expertise in formulation, created a personalised solution for her skin. The results were profound, the process was simple, and the question became obvious: why is effective skincare so complicated and inaccessible when it doesn’t need to be?
Their brand was built to answer that question. Rather than adding to a crowded market, Zena focused on subtraction: fewer products, fewer steps, less confusion, more clarity. Drawing on her background in branding and e-commerce, she approached Redox as a system that prioritises outcomes, simplicity, and trust.
Her perspective is particularly relevant in the professional aesthetics space, where clinics are navigating an increasingly complex landscape of retail, education, trust, and patient expectations. Zena brings a lens that bridges branding, consumer psychology, and real-world outcomes without falling into clinical buzzwords or sales-driven messaging.
She wants clinic owners and brand founders to ask themselves an uncomfortable question: if your client can’t explain what your brand does in one sentence, you don’t have a brand. You have a brochure. She built Re-Dox on the principle of subtraction, stripping away the complexity that makes the skincare industry feel overwhelming for consumers and confusing for practitioners. Her message is that clarity of communication isn’t about dumbing things down. It’s about respecting your audience enough to tell them the truth simply.
As a judge for the Aesthetic Business Masters Awards, Zena Chami represents a new generation of founders in aesthetics: commercially sharp, values-led, and unafraid to question convention. She’ll be assessing entries with an eye for brand integrity, clarity of communication, and whether the business delivers on what it promises.
