In a country where ancient traditions intertwine with the fast pace of modern innovation, one woman is making her mark by changing how Egyptian women experience beauty and self-care. Salma Abu El Naga, founder and CEO of Toi To Go, is more than just an entrepreneur. She is a trailblazer who has combined technology, creativity, and vision to empower women, offering them convenience while opening new doors of opportunity for professionals in the beauty industry. Her journey reflects the resilience of a generation of young leaders determined to create solutions that respond directly to the everyday needs of their communities.
Born and raised in Cairo, Salma’s early life exposed her to the struggles many women face in balancing career, family, and personal time. She saw firsthand how personal care often took a backseat to other responsibilities, not because women valued it less, but because of the lack of accessible and reliable services. Unlike many who saw this as an inconvenience, Salma recognized it as an untapped opportunity. That spark of insight laid the foundation for what would eventually become Toi To Go, a mobile application designed to bridge the gap between demand and accessibility in the beauty world.
Before launching her entrepreneurial journey, Salma pursued a degree in Pharmacy at the German University in Cairo. She began her career as a pharmacist and later transitioned into corporate marketing, gaining valuable experience in business strategy and consumer needs. These years in the corporate and medical sectors provided her with a unique blend of scientific knowledge and market insight, which later fueled her ability to create a service that combines professionalism, trust, and customer satisfaction.
The launch of Toi To Go was not just another addition to Egypt’s growing tech scene; it was a revolution in how women approached beauty and wellness. With a simple tap on their phones, women could book professional beauty services—hair, nails, makeup, skincare—delivered right to their homes or offices. What seemed like a luxury quickly became a necessity for many, especially busy professionals and mothers who valued both their time and quality care. Under Salma’s leadership, the platform earned trust for its efficiency, professionalism, and commitment to safety, making it one of the most reliable names in Egypt’s on-demand services sector.
Yet, Salma’s vision extended far beyond providing convenience. She saw her company as a platform for empowerment, not only for clients but also for the professionals behind the scenes. Toi To Go created flexible employment opportunities for talented beauty experts, many of whom were women seeking financial independence and career growth. By connecting them with a wider client base and giving them access to consistent work, Salma built an ecosystem where skill met opportunity. This impact has given her business a social dimension that sets it apart from many startups driven purely by profit.
As a woman in Egypt’s male-dominated entrepreneurial landscape, Salma has faced her share of challenges. Breaking into the startup world required not only determination but also the courage to defy stereotypes. Yet, she has emerged as a voice for innovation and inclusivity, demonstrating that women can lead transformative businesses while addressing real societal needs. Her success reflects the broader story of young Egyptian women who are using their talents and platforms to challenge limitations and set new standards of excellence.
Looking ahead, Salma’s influence is expected to grow both within and outside Egypt. With plans to expand Toi To Go into new markets and a growing interest in mentorship for young entrepreneurs, she is positioning herself as both a business leader and a role model. Her journey is a reminder that entrepreneurship is not just about creating companies; it is about creating solutions, uplifting communities, and inspiring the next generation to dream bigger.
In Salma Abu El Naga, Egypt has more than a successful entrepreneur—it has a changemaker, a leader, and a visionary shaping what it means to innovate with purpose. Her story continues to inspire women across the region, proving that with insight, courage, and persistence, even the simplest idea can transform into a movement that touches lives and shapes industries.
