Salama Mohamed: How an Emirati Creator Built Peacefull

Introduction

Salama Mohamed is an Emirati entrepreneur, content creator, and the founder of skincare brand Peacefull.

Many people first knew her through social media. Her funny family videos reached audiences far outside the UAE. But her work goes much further than online content.

She started a jewellery business. Then came skincare.

Her own experience with vitiligo and sensitive skin later became part of the thinking behind Peacefull, which launched in 2021 and grew into a recognised UAE beauty brand.

Quick Facts About Salama Mohamed

Fact	Details
Full Name	Salama Mohamed
Arabic Name	سلامة محمد
Nationality	Emirati
Country	United Arab Emirates
Profession	Entrepreneur and content creator
Known For	Peacefull, social media content, skin acceptance
Company	Peacefull
Role	Founder and CEO
Peacefull Launch Year	2021
Earlier Business	Pearl by S
Former Husband	Khalid Al Ameri
Children	Two sons, Khalifa and Abdullah
Public Causes	Vitiligo awareness and refugee support
UNHCR Support	Supporting UNHCR since 2018

Who Is Salama Mohamed?

Salama Mohamed is best known today as the founder of Peacefull, a skincare company created in the UAE.

She is also a long-time digital creator.

Her audience grew through funny, relatable videos about marriage, parenting, Emirati culture, and everyday family situations.

That made her familiar online.

Still, business had already been part of her story.

Before Peacefull, she worked on a pearl jewellery brand inspired by her own family history.

So her business journey did not start with skincare.

It started much earlier.

Early Life and Emirati Roots

Salama Mohamed was born and raised in the United Arab Emirates.

She has spoken warmly about growing up in a large family and about the support she received at home.

Her Emirati roots later became part of her business story too.

One of the strongest family influences came from her maternal grandfather, Mosa Al Qubaisi.

He worked as a pearl diver during the 1940s.

As a child, Salama remembered seeing and playing with pearls kept in a traditional wooden chest belonging to him.

That memory stayed with her.

Years later, it helped shape her first business.

Her First Business: Pearl by S

Salama moved into business before becoming a skincare founder.

She launched Pearl by S in 2015.

The jewellery project drew heavily from the UAE’s pearl-diving history and her grandfather’s connection to that tradition.

She started small.

Very small.

Published business coverage reported that she began with around AED 500 and just a couple of jewellery designs.

Instagram helped her find buyers.

Customers initially contacted her through WhatsApp, which gave the business a simple way to sell without a large retail setup.

The jewellery mixed pearls with modern designs.

For Salama, the idea had a personal link.

She was taking something connected to her family’s past and giving it a new place in her own working life.

How Salama Mohamed Became a Content Creator

Salama later became widely known through social media.

A big part of that rise came through videos she created with her then-husband, Khalid Al Ameri.

The two made content around normal family situations.

Marriage jokes were common.

So were parenting moments.

Their videos also touched on Emirati culture, relationships, social habits, and day-to-day life.

People connected with the humour.

The videos felt simple and personal.

Their audience grew across several countries, turning both Salama and Khalid into well-known digital personalities.

Salama eventually built a public identity of her own too.

Her work moved toward beauty, business, self-acceptance, and lifestyle topics.

Salama Mohamed and Vitiligo

Vitiligo has been a major part of Salama’s public story.

She has openly spoken about living with the skin condition and has often described herself as being “blessed with vitiligo.”

That choice of words matters.

She did not want her skin to be framed only as a problem.

She talked about acceptance instead.

Salama has also spoken about having highly sensitive skin.

Some skincare products caused irritation, and she later dealt with adult acne.

She began paying closer attention to ingredients.

Korean skincare became especially interesting to her.

That interest would later turn into a business idea.

Why Salama Mohamed Started Peacefull

Salama launched Peacefull in June 2021.

Her own skin experience was a big reason.

She had tried products at different price points but often struggled to find formulas that worked comfortably on her sensitive skin.

So she started thinking about making her own.

The idea was simple.

Build skincare with sensitive users in mind.

Her experience with Korean skincare helped shape the direction of the products, while the UAE and Middle Eastern climate remained part of the thinking behind the brand.

Peacefull was created for people across different skin types and tones.

Salama has also spoken against treating “Arab skin” as one single skin type.

People are different.

The region’s heat and humidity, though, can create common skincare concerns.

That became part of the brand’s approach.

What Does the Name Peacefull Mean?

The name has a personal connection to Salama.

She has explained that her own name carries meanings linked with peace and safety.

She wanted her skincare company to carry that feeling.

The message was about becoming more comfortable with your own skin rather than chasing an impossible idea of perfection.

The spelling Peacefull, with two Ls, was chosen intentionally.

It became the brand name.

Peacefull and Korean Skincare

Peacefull has a strong Korean skincare connection.

The company has worked with Korean skincare science and manufacturing knowledge while keeping a UAE identity.

Salama had already become interested in Korean products before creating her company.

She liked the ingredient-focused approach.

That interest turned into business research.

Then came product development.

Peacefull entered the market with products aimed at daily skincare and sensitive users.

The company later gained retail exposure through Sephora Middle East, giving the young UAE brand much wider visibility.

Peacefull’s Growth

The brand did not stay limited to Salama’s social audience.

Peacefull became a recognised beauty business.

Its products became available through retail channels and the company’s own online store, making it easier to reach customers outside the UAE as well.

Salama has continued speaking publicly about growing the company while keeping its identity tied to self-acceptance and regional needs.

For her, skincare and confidence are closely connected.

That point appears again and again in her interviews.

Business Recognition

Salama’s work with Peacefull has received recognition from major regional business publications.

In 2023, Forbes Middle East placed her at No. 11 on its list of 50 Women Behind Middle Eastern Brands.

Peacefull was listed in the beauty category.

She had already received another business honour in 2022.

At the Women SME Leaders Awards, Salama received the Fashion & Beauty Leader award.

The awards were organised by Mastercard and Entrepreneur Middle East.

These appearances helped move her public image further toward entrepreneurship.

She was no longer known mainly for viral videos.

She was running a growing beauty company.

Salama Mohamed’s Work With UNHCR

Salama has supported UNHCR, the UN Refugee Agency, since 2018.

Her involvement has included visits connected to refugee communities.

She travelled to UNHCR operations in places including Uganda and Bangladesh.

She has used her social platforms to share stories connected with displaced people and humanitarian campaigns.

Peacefull has also taken part in refugee-support work.

One collaboration connected the brand with MADE51 and RefuSHE, supporting work involving refugee women in Kenya.

This side of Salama’s work is sometimes missed.

But it has been part of her public activity for years.

Marriage to Khalid Al Ameri

Salama Mohamed was married to Emirati content creator Khalid Al Ameri.

Published interviews report that they were introduced through family in 2006.

They married in 2007.

Over time, their relationship became familiar to millions of social media viewers because they often appeared together in videos.

Their content covered marriage, family life, parenting, and funny disagreements.

It was relatable.

That helped it travel far beyond the UAE.

Salama Mohamed’s Children

Salama and Khalid have two sons:

Khalifa and Abdullah.

Motherhood has remained a major part of Salama’s public conversations.

She has described her sons as one of the biggest sources of pride in her life.

She has also spoken about raising children while building businesses and working in public.

Still, she now shares much of her personal life more carefully than during the earlier years of family content.

Salama Mohamed and Khalid Al Ameri’s Divorce

Salama publicly confirmed in 2024 that she and Khalid Al Ameri had divorced.

She discussed the separation during an interview with presenter Nour Aldin.

She spoke about entering a new stage of independence and learning more about herself outside her previous marriage.

She did not publicly give a detailed confirmed reason for the divorce.

That matters.

Online theories should not be treated as facts.

Salama has spoken respectfully about Khalid as the father of their children and has made clear that their children’s wellbeing remains important.

Life After Divorce

After confirming the divorce, Salama spoke more openly about independence.

Her work continued.

Peacefull remained a major focus.

So did motherhood.

She also kept appearing in interviews, podcasts, business events, and beauty conversations.

Her public identity had clearly changed by this point.

She was no longer seen mainly as part of a social-media couple.

She was standing on her own name.

Salama Mohamed’s Public Conversations About ADHD and Dyslexia

Salama has publicly spoken about her own experiences with ADHD and dyslexia.

She has discussed these subjects in interviews and podcast conversations.

She has also talked about anxiety.

These are personal topics, so they should be handled carefully.

The important point is simple: these are experiences Salama herself has chosen to discuss publicly.

No extra assumptions are needed.

Fashion and Public Events

Salama has appeared at fashion, beauty, and business events outside the UAE.

She attended Milan Fashion Week and has appeared at major regional industry events.

In 2023, she spoke at the Next in Beauty Conference during Beautyworld Middle East in Dubai.

There, she talked about her path from skincare consumer to company founder.

Business speaking has become another part of her public work.

What Makes Salama Mohamed’s Career Different?

Her career has moved through several very different areas.

First came jewellery.

Then social media.

Then skincare.

The link between them is personal experience.

Her grandfather’s pearl-diving history helped inspire the jewellery business.

Her family life became part of the content that built her audience.

Her skin experience pushed her toward Peacefull.

Basically, she has repeatedly turned parts of her own life into work that other people can connect with.

That is the pattern.

Salama Mohamed Today

Salama Mohamed currently remains best known as the founder and CEO of Peacefull.

She also continues working as a content creator and public speaker.

Her main public topics include beauty, business, self-acceptance, motherhood, and lifestyle.

She remains connected with UNHCR humanitarian work too.

Her career looks very different from its early social-media years.

The audience is still there.

But business now sits much closer to the centre of her public life.

Final Thought

Salama Mohamed built her name in more than one space.

She started with jewellery.

Social media made her widely recognised.

Then Peacefull gave her a new business identity.

Her experience with vitiligo also shaped the way she talks about beauty. She does not base that message on having flawless skin. She talks about living comfortably in the skin you have.

That idea became personal.

Then it became a brand.

And right now, Peacefull remains the clearest business attached to her name.

Frequently Asked Questions

Who is Salama Mohamed?

Salama Mohamed is an Emirati entrepreneur and content creator. She is the founder and CEO of skincare brand Peacefull.

What is Salama Mohamed famous for?

She became widely known through social media videos about family life, marriage, culture, and everyday situations. She later became known for founding Peacefull.

What company does Salama Mohamed own?

She founded the skincare company Peacefull, which launched in 2021.

Why did Salama Mohamed start Peacefull?

Her own experience with vitiligo, sensitive skin, and difficulty finding suitable skincare helped push her toward starting the company.

Was Salama Mohamed married to Khalid Al Ameri?

Yes. Salama Mohamed and Khalid Al Ameri married in 2007. Salama publicly confirmed their divorce in 2024.

Does Salama Mohamed have children?

Yes. She has two sons, Khalifa and Abdullah.

What business did Salama Mohamed start before Peacefull?

She launched a pearl jewellery business called Pearl by S in 2015.

Does Salama Mohamed work with UNHCR?

Yes. UNHCR says Salama has supported the organisation since 2018 and has taken part in humanitarian visits and awareness work.

Ae Info Box