Coming from a place of experience and passion, Betty is a seasoned beautypreneur and innovator best known for cultivating high-performing products with the highest standards of quality, transparency, and integrity. With over two decades of experience helping brands attain their unique versions of success, Betty holds an extensive background involving product lifecycle management, intuitive/innovative design, and generating high yield within the competitive market. Applying this as the founder of ALEM, Betty enjoys being a liaison between vision and actionable milestones, and doing so to ensure her clients gain what they value the most: authenticity, product performance, and market success.

Having commenced her journey as a makeup artist at M·A·C Cosmetics, Betty transitioned seamlessly into product development at L’Oreal Paris, where she played a pivotal role in revitalizing iconic products like Colour Riche Lipcolour and Voluminous Mascara extensions. Notably, she served as one of the PD leads on the launch of H.I.P High Intensity Cosmetics, a line catering specifically to women of color. Betty's career came full circle when she rejoined M.A.C's product development team, overseeing critical categories and talent collaborations. Subsequently, as the Head of Global Color Product Development at NARS Cosmetics, Betty orchestrated the successful launch of groundbreaking products, including Powermatte Lip Pigment and Climax Mascara, driving substantial growth for the brand.

Throughout her career, Betty built a large inventory of experiences bridging transparency, innovation, and people-centralism, as well as a reputation for securing viable paths forward for her brands and clients. In addition, Betty gained a keen competitive position for capitalizing on operational strengths, solidifying continuous bottom-up growth, rendering low-risk high-reward strategies, and ultimately securing pipeline product developments that align with brand priorities. That said, Betty's creative dexterity is matched only by her professionalism, and she takes pride in adhering to strict timelines through seamless executions and remaining ahead of the trending curves. More intrinsically, Betty is admired for her collaborative style, trailblazing approaches, and growing shared-value networks built on a foundation of open collaboration, mutual respect, and inclusivity.

Today, Betty continues to redefine industry standards through her commitment to diversity, equity, and inclusion (DEI), recognizing them as fundamental pillars of success. By infusing her creations with a profound sense of inclusivity, Betty aims to empower individuals from all walks of life, fostering confidence and self-expression on a global scale.

In 2018, Betty embarked on a new chapter with the launch of ALEM, her product development studio. Here, she collaborates with emerging and leading brands, offering comprehensive consulting services across diverse product categories, including skin, hair, baby, and body care.

Born in Saudi Arabia to Eritrean immigrant parents, Betty is the eldest of five siblings and a devoted mother to her two daughters. Betty's personal journey mirrors her professional ethos of empowerment and fostering close and meaningful relationships.