In 2005, Penelope Shihab had the novel idea of tapping into new technologies, such as the genome and genetic mapping, to create and sell ‘cosmeceuticals’. Today, Her skin line, Skinue, is sold in 10 countries across the world, including the US, Canada, Australia and parts of the GCC, through her UK-based digital marketing company Royal Therapeutics, established a year ago.

The scientist has her eyes set on expansion in Latin America and the US already in 2018. Shihab also works actively to promote entrepreneurship among women in the Middle East through her NGO, the Applied Scientific Research Fund (ASRF).

It helps aspiring female entrepreneurs by providing mentorship and guidance programmes. So far, she has helped three girls start their companies in Jordan and has provided the opportunities for almost a dozen young Arab women to study in Europe.