---

---

---

Dr Youmna Mouhamad, the Founder of Nyfasi, has brought a game-changing solution for women with curly and textured hair called the Deluxe Detangler. The product is an applicator comb tailored to the specific needs of women with this type of hair. It features an innovative design that allows consumers to conveniently dispense their haircare product and simultaneously brush through and detangle their hair, saving up to thirty minutes.  

---

---

Youmna’s Triumph at the Innovation Challenge Finals    

When Youmna was announced as one of the Innovation Challenge Finalists, she did not realise how big it would be; she learned about the high profile of the 400+ attendees, which made her realise that it would be an exciting yet nerve-wrecking experience. After all, pitching is always challenging, but at the same time, there is always excitement.  

---

Youmna expressed gratitude for the meticulous effort invested in highlighting the businesses during the MSDUK Innovation and Business Show and across various social media channels.  She found it rewarding to witness the audience, which included large corporations, business leaders, procurement teams, and other ethnic minority founders, keen on exploring the presented businesses and the various technologies developed to address today’s challenges.  

---

“Becoming a finalist is a significant win in itself – the network and visibility gained through participating in the MSDUK Innovation Challenge is truly remarkable,” says Youmna, emphasising her journey as a Finalist.  

---

The competition presented a chance for Youmna to showcase Nyfasi and served as a significant networking opportunity. She connected with individuals from corporations including Facebook, Amazon, and WE Connect International, forging valuable relationships that extended beyond the event. “The power of networking was one of the most important elements I gained from the conference; I’m getting to know these people whilst nurturing these relationships for the long term”, notes Youmna.  

---

---

Pitching Support for Nyfasi’s Vision   

Leading up to the Innovation Challenge Finals, Youmna took advantage of the 1-2-1 pitching sessions offered to all Finalists. With communication being a key challenge, a workshop led by the expert educator Kaitlin proved invaluable. Kaitlin helped Youmna craft a clear and compelling pitch, focusing on the innovation and the lack of representation in the beauty industry. This newfound approach improved her ability to communicate Nyfasi’s long-term vision, emphasise the problem’s importance, and explain its commercial viability, which she now incorporates into all her pitches.  

---

“Beyond the challenge, what you’re getting out of it has even more value than what happens on the day of the competition itself”, reflects Youmna. 

---

---

Innovation Pioneers Category Win   

Nyfasi’s victory in the Innovation Pioneers Category was a milestone, allowing Youmna to use the £2,500 prize money to fund a patent. This win added credibility to Nyfasi’s mission, showcasing the dedication and time invested in designing a technical product that promotes inclusivity in catering to the needs of women with textured hair. More importantly, she emphasises how it sheds light on the need for equal treatment in the consumer goods sector, an aspect often overlooked in the market.  

---

“The Innovation Pioneers category had amazing founders and unique businesses. The MSDUK Team did a fantastic job selecting great businesses and startups for the Finals of the competition at the conference”, affirms Youmna. 

---

Youmna believes that the novelty of solving a seemingly simple, yet widespread problem helped set Nyfasi apart from other businesses. She navigated the challenge of conveying the issue’s significance, especially to those who had not experienced it. Her pitch began when she screamed the word “Mummy”, aimed to capture the audience’s attention, and evoke empathy by explaining the practical challenges and social biases surrounding afro hair.  

---

---

Next Steps for Nyfasi   

Nyfasi envisions merging innovation and community by launching a haircare line for women. The goal is to build a strong identity, leverage Nyfasi’s intellectual property, and cater to consumer needs by offering innovative, quality products at affordable prices.  

---

---

Entrepreneurial Advice and Experience Sharing     

Youmna extends her advice to fellow ethnic minority founders who have developed an innovative solution to a mainstream problem. “I would encourage you to apply for the MSDUK Innovation Challenge as you will experience victories such as learning more about yourself, refining your presentation skills and expanding your network. That is my sentiment because I connected with individuals inside and outside of MSDUK with whom I now have regular contact”.