From December 15 to January 5, 2026, the Glam & Goodies Mini Market turned the NJM & Betty Beauty Lounge into a showcase for local creators. Boutheina Chouk, co-founder, is reinventing her business model and proving that a beauty salon can become far more than just a place for treatments.
Since April 2022, the NJM & Betty Beauty Lounge has been fully booked. Located in Mrezga, a stone's throw from the Omar Khayem roundabout in Hammamet's tourist zone, this 400 m² salon draws a clientele that mixes Tunisian residents, expatriates, and visiting tourists. The Google rating speaks for itself: 4.9/5. Impeccable cleanliness, warm welcome, flawless technical services.
From December 15 to January 5, 2026, the establishment stepped things up a notch with the Glam & Goodies Mini Market. A pop-up store dedicated to local creators. Handmade jewelry, natural cosmetics, fashion accessories, local specialty products: the Glam & Goodies Mini Market puts its faith in Tunisian quality and creativity.
Boutheina, From Designer to Beauty Entrepreneur
Boutheina, nicknamed Betty after Betty Boop, hasn't always worked in beauty. A graduate with a Master+ in product design, she left that field behind. Her career change translates into ten years of experience in esthetics and hairdressing. Dermocosmetics, makeup, nail art, coloring: she has completed extensive training to master every technique.
A polyglot (Arabic, French, English, Italian), she has methodically built up her clientele. Customer reviews confirm it: she takes her time, cares about the details, explains the protocols. In a field where standards vary enormously from one establishment to another, consistency makes the difference.
And now, she's stepping things up a notch.
A Model Built on Cooperation
The idea behind the Glam & Goodies Mini Market rests on a simple observation. The salon already attracts a clientele able to spend for quality. Why not open this space to other local creators? The concept fits a trend that is taking hold in Tunisia: pop-up markets are flourishing, driven by a new generation of creators and a clientele in search of authenticity. Boutheina is targeting the year-end holidays, a strategic period when purchasing power loosens up.
The business model is transparent. Exhibitors rent an equipped stand (table, electricity, WiFi) for a day (150 DT), a weekend (450 DT), or a week (850 DT). In return: visibility on the salon's social media, access to professional stations for demonstrations, and Boutheina's advice on cosmetic products.
For creators, it's a chance to test their products without investing in a permanent point of sale. For the salon, it's a way to diversify revenue and strengthen its positioning as a creative hub. Three weeks to prove the concept, gauge public interest, and measure sales.
What It Says About Women's Entrepreneurship in Tunisia
This initiative is more than just a local story. It fits into a broader movement. In 2024, Tunisian women registered 858 industrial projects, 17.7% more than in 2023, according to the Agency for the Promotion of Industry and Innovation (APII). In the digital sector, women's entrepreneurship has grown by 35% over five years.
But the numbers hide a more complex reality. Only 27.9% of working-age Tunisian women are economically active. Access to financing remains limited. And 97% of women's projects are concentrated on the local market. It's in this context that initiatives like the Glam & Goodies Mini Market become interesting. They work around the usual obstacles by betting on cooperation rather than bank financing.
Boutheina has not escaped the usual difficulties. Initial financing, administrative management, pressure to maintain quality. But she has built on her strengths: technical skills, mastery of four languages, an ability to build loyalty. The salon is running well. Well enough for her to go further.
A Calculated Bet
The Glam & Goodies Mini Market isn't a revolution. It's a test. A bet on local creators' ability to offer products that find their audience. A test of the economic viability of a model built on the ephemeral and on quality.
Success will depend on two factors. First, Boutheina's ability to bring together quality creators. Second, the concept's appeal to a clientele used to conventional retail. If the model works, it could be repeated, even expanded. If not, the experience will remain a one-off.
But even as a one-off, it says something important. Tunisian women entrepreneurs are no longer content to simply replicate existing models. They are looking to innovate, diversify, and create synergies. In a context where access to bank financing remains limited, these forms of informal cooperation are becoming viable alternatives.
The Glam & Goodies Mini Market is, then, a symptom. A symptom of a women's economic model in transition, one that works around the usual obstacles by betting on networking, creativity, and quality. Three weeks to prove it.
PRACTICAL INFO
Glam & Goodies Mini Market 📍 NJM & Betty Beauty Lounge, Mrezga, Hammamet 📅 December 15 to January 5 📱 25.166.535 📧 boutheyna.chouk@gmail.com 📲 Instagram: @njmbetty
Exhibitor rates:
| Package | Rate |
|---|---|
| Day | 150 DT |
| Weekend | 450 DT |
| Week | 850 DT |
