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Innovation & Entrepreneurship Center

Bringing innovative Beauty and Health services to the Middle East market

If you like successful entrepreneurship stories, you may enjoy the story of Elsa Aoun and Wassim Kari, brought to us by HEC United. HEC United is a student-led project, which allows current HEC Paris students to meet with HEC Alumni all over the world. Graduates who are interviewed by the students can share their insightful experience and tips with the HEC Paris community, and beyond!

For this new season, HEC United landed first in Senegal, and later in Lebanon where they met with HEC Alumni Elsa Aoun and Wassim Kari, both partners in life and in business. 

Experiencing both worlds, choosing entrepreneurship

Elsa Aoun and Wassim Kari’s career path seems to be aligned from the very beginning. From their first love - engineering - to HEC Paris, to an experience in Consulting, and finally to entrepreneurship, they successfully bridged the gap between the corporate world and the entrepreneurship world.


HEC Paris was instrumental in terms of courses. We saw real cases both in classic domains from the corporate world and in the unconventional entrepreneurship one. This inspired us to test both paths, and we ended up with the entrepreneurship one.
- Wassim Kari


With no less than 3 companies launched in the digital, publishing and e-commerce industries, one can say these two are unstoppable entrepreneurs! Their company, Parallel Health and Beauty, has kept expanding over the years, both in terms of offers and geographical reach. How did they make it happen? By relying on innovation. “Be curious and keep looking for innovation”, advises Elsa. Elsa and Wassin definitely know how to surf on the innovation waves - the latest one being the metaverse with the launch of Loolia Closet, a cosmetic store in the web 3.0. 

Watch their inspirational story below.