We recently had the opportunity to have a conversation with Abraam Samy, CEO of YBA Corporate, and the Founder of K Care Cosmetics. A marketing communications expert with over 15 years of experience in B2B operations, Abraam Samy leverages his solid background in all marketing communications areas in both YBA and K Care. Specializing in marketing campaign planning and implementation to project management, he prioritizes customer-centricity.
By launching K Care Cosmetics, Abraam Samy combines his marketing expertise with a strong belief in the growing demand for high-quality, authentic Korean skincare products, and this journey has further shaped him into an agile and visionary entrepreneur.
Spark Behind The Journey
We started the interview by asking, “What motivated you to take on your current role, and how has it shaped your career?”
Abraam shared, “I’ve always been passionate about creative storytelling and how strategic marketing can influence perceptions and drive results. In 2016, I channeled that passion into founding YBA, a marketing and advertising agency in Cairo. Over the years, working with both regional and multinational companies allowed me to gain deep insights into consumer behavior and brand building. That journey naturally evolved into launching K Care Cosmetics in 2024, where I combined my marketing expertise with a strong belief in the growing demand for high-quality, authentic Korean skincare products. It’s been incredibly rewarding and has shaped me into a more agile, visionary entrepreneur.”
Career-Defining Moment
Eager to learn about a major risk that shaped Abraam Samy’s career path, we asked to share the lessons learned from the same.
“Launching K Care Cosmetics was a major leap. Entering the highly competitive beauty and skincare market, especially with international products, is not without risk. But I believed in the product quality and the gap in the Egyptian market. We achieved a 50% market share within just three months, which validated the risk. I learned that with the right mix of market insight, quality offerings, and smart marketing, even ambitious goals can be achieved quickly.” He mentioned.
Authenticity Above All At K Care
Interested to learn about the guiding principle or value at K Care, we asked Abraam Samy to share more about it.
He explained, “Authenticity. Whether it’s in how we communicate a brand message at YBA or the integrity of the products we offer at K Care, I believe in staying true to the brand’s essence and customer expectations. People connect with honesty, and that connection is the foundation of long-term success.”
An Impactful Project
We further asked, “Can you tell us about a project or initiative that has been particularly meaningful to you?”
Abraam added, “One campaign at YBA that stands out was a regional brand launch that required a 360-degree strategy—digital, TV, outdoor, and activations. It was complex, with tight deadlines and high expectations. However seeing the campaign resonate and deliver beyond KPIs reminded me why I love this field. On the K Care side, introducing Korean skincare products to a new demographic and seeing real enthusiasm and trust from Egyptian consumers has been equally fulfilling.”
Adaptability Amidst Tech-Driven Changes
Addressing the aspect of adaptability to AI, we posed the question, “What are your thoughts on adapting to AI in the current business landscape?”
He shared, “AI is no longer the future—it’s the present. From consumer behavior analysis to campaign automation and customer service, AI can enhance efficiency and personalize experiences. At both YBA and K Care, we’re actively exploring ways to integrate AI to streamline operations and deliver more value to our clients and customers. It’s important, though, to balance technology with the human touch.”
Navigating Through Challenges
Challenges are a part of every business path. To learn more about the challenges faced by Abraam Samy and how he navigated through them, we asked him to share the events.
Abraam explained, “Scaling K Care so quickly posed supply chain and logistics challenges. Maintaining product quality and availability while demand skyrocketed was tough. We responded by building strong partnerships with Korean suppliers and investing in tech-enabled inventory management systems. Adaptability and rapid decision-making were key.”
Being An Empathetic Leader
We asked Abraam to share his perspective on the most important quality required for a leader in the current world.
“Empathy. In a fast-changing world, leaders need to understand and support their teams, customers, and partners on a human level. Empathy fosters trust, innovation, and resilience. It’s no longer just about directing—it’s about inspiring and enabling.” He added.
Visions For The Company
We ended the session by asking, “If you could achieve one major goal for your company in the next year, what would it be?”
“For K Care, the goal is to expand regionally and replicate our success in Egypt across the Middle East. We want to become the leading name in Korean skincare across the region. For YBA, it’s about integrating more tech and data into our creative processes to stay at the forefront of marketing innovation.” Abraam concluded.
Follow Abraam Samy on LinkedIn.
Find K Care Cosmetics on their website www.kcarecosmetics.com
Find UBA Corporate on their website https://yba-eg.com/
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