In 2019, Ibtihel Ben Hadj Mbarek-Fredj took her research in a new direction. After fifteen years at the University of Monastir, the biotechnology researcher moved into business.
Herbalya Natural Care grew from her work on Tunisia’s medicinal and aromatic plants. According to the African Development Bank’s July 2026 account, its organic cosmetics had reached France, Canada and the United States.
Building trust, step by step
Scientific knowledge was only part of the journey. Competing with imported brands meant earning customers’ confidence. Research partnerships and certification helped Herbalya build credibility, while business support helped its founder develop management skills.
Opportunity beyond the laboratory
The company also works with women’s agricultural groups. The reported partnerships involve more than forty women directly and over two hundred people indirectly during the prickly-pear harvesting season. These are people across the supply chain, rather than two hundred permanent factory jobs.
Herbalya’s next chapter involves seeking support to expand. Its story already offers an encouraging connection between research, local resources and rural livelihoods.
Her journey began with the plants growing around her. What grows where you live that could inspire someone’s next big idea? Tell us in the comments — we’d love to hear.
Source: African Development Bank, 3 July 2026.
Photo: Mohamed Amine Aouina / Wikimedia Commons (CC BY-SA 4.0).
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