Cultural Wisdom & Modern Wellness Principles with Muna Ismail

Muna Ismail’s presence in the beauty and wellness industry is marked by a rare authenticity that intertwines her Yemeni–Somali heritage with the multicultural upbringing experiences of Toronto. Her journey is a profound narrative that goes beyond mere skincare expertise; it embodies a heartfelt commitment to tradition and mindful self-care.

Our digital conversation with Muna revealed her unique approach to beauty, blending cultural wisdom with modern wellness principles. As a custodian of natural beauty rituals and an advocate for a holistic beauty ethos, Muna shares her insights and aspirations, outlining a beauty philosophy as nurturing as it is empowering.

EVVIE 7: Muna, every journey has its spark. Could you share with us the moment or experience that first drew you into the world of skincare and clean beauty?

Muna Ismail: “My mother was my primary inspiration, her minimalist approach to skin and body care, deeply ingrained in our cultural rituals and traditions, shaped my perspective. I remember her using charcoal and a bamboo stick to clean and brush our teeth. Growing up in northern Toronto, Canada, with my Yemeni and Somali roots, I experienced a striking contrast between my cultural heritage and the Western world’s abundance of products. This duality fueled my curiosity, leading me to explore and experiment. My journey towards clean and natural beauty truly began about eight years ago at a wellness summit in New York, where I met leading experts in the field. Inspired to lead a more holistic life, I enrolled at the Institute of Integrative Nutrition, acknowledging the critical role of nutrition in skin health.”

EVVIE 7: Your brand is synonymous with ‘Glow.’ What does ‘Glow’ mean to you personally and professionally, and how do you incorporate this concept into your daily life and work?

Muna Ismail: “‘Glow’ represents multiple facets of our being. It’s the radiance we exude when we’re content, nourished, or even dressed up. For me, ‘Glow’ is about experiencing warmth, happiness, and satisfaction from within. It’s a constant goal in my life, encapsulated in my motto #KeepGlowing, which encourages and motivates us to persevere through life’s challenges. Professionally, it reinforces my belief that true beauty originates from within, underscoring the need to be kind to ourselves and to value self-acceptance over perfection.”

EVVIE 7: What inspired you to create Glow TV, and what gap did you see in the market that you wanted to fill with your platform?

Muna Ismail: “My YouTube channel, initially named ‘She is Muna,’ will soon undergo a transformation to become ‘Glow with Muna.’ This rebranding is set to happen at some point this year, so stay tuned for that! The channel was first created as a resource for professional women looking for beauty tips. However, as my life has evolved with motherhood and entering a new decade at 42, the focus of the channel has shifted. It now embraces a balance between personal and professional life, highlighting the importance of what truly matters and the simplicity of living. This change mirrors my own journey from a fast-paced lifestyle filled with constant travel and work to a more centered life that revolves around family, self-care, and self-love. The content is tailored to resonate with those who are navigating similar life transitions and seeking content that reflects this new phase of life.”

EVVIE 7: Your advocacy for organic products is inspiring. What was your initial encounter with organic beauty like, and how did it change your approach to skincare and wellness?

Muna Ismail: “Here’s how I look at it: non-organic products aren’t necessarily dangerous or harmful. It’s important to do your research. There are numerous incredible products on the market that are effective, clinically proven, and safe. It’s also key to understand the various labels in the industry. For instance, ‘organic’ might refer to the ingredients used in the products, whereas the formulation process might categorize a product differently. We have terms like green beauty, clean beauty, natural beauty, and organic beauty, which can be quite complex to navigate.

The beauty industry is ever-evolving and significantly influential. Social media has opened doors to a wealth of information, allowing us to learn about and understand the ingredients, sourcing, and manufacturing of products. Knowledge truly is power in this context. Moreover, the concept of bio-individuality is crucial – recognizing that what works best can vary greatly from one person to another.”

EVVIE 7: We’d love to get a glimpse into a typical day for you. How do you incorporate your skincare rituals and healthy eating habits into your busy schedule, especially as a mom?

Muna Ismail: “As a content creator and stay-at-home mom, my day largely revolves around my three-year-old son. My mornings start with oil pulling using coconut oil, an excellent practice for oral health, followed by a 20 minute session on my Peloton bike and a full-body stretch. This routine allows me to prioritize my activities before focusing on my son. My skincare regimen is simple yet effective, involving a cleanser, Vitamin C serum, moisturizer, and SPF. In the evenings, when time allows, I enjoy facial gua sha to relax my facial muscles, followed by cleansing, applying retinol, and sometimes a face oil in drier conditions.”

EVVIE 7: Raising a child while maintaining a career can be a balancing act. How do you integrate values of clean living and mindfulness into your son’s life?

Muna Ismail: “It’s been a natural process for me to nurture a healthy lifestyle in my son. I believe in leading by example – if I live healthily, it’s natural for him to emulate that. From the very beginning, I’ve been passionate about introducing him to the joys of whole foods. I’ve always hoped to see his eyes light up at the sight of avocados, spinach, and broccoli, not just chocolate. Of course, like any kid, he found his way to chocolate and loved it. My aim has been to gently steer him away from too many processed foods and sugars while he’s young, trying to strike a healthy balance in his diet. The products I use for him are carefully chosen – safe, clean, and hypoallergenic. Fortunately, the market offers some wonderful options that don’t break the bank. It’s all about setting a strong, healthy foundation for him, so he grows up to lead a happy, wholesome life, God willing.”

EVVIE 7: Your content always seems so effortlessly engaging. Could you walk us through your process of creating content, from ideation to execution?

Muna Ismail: “Creating content is a passion of mine, something I cherish and hope to continue for a long time. The challenge, however, lies in the time and energy it takes for filming, editing, scripting, and more. Wearing multiple hats as a content creator and producer is demanding. There’s also the anxiety of posting content, the anticipation for the feedback and engagement it will receive. Since becoming a mom, I’ve taken breaks to ensure that content creation remains a joy rather than a stressor. My commitment is to produce content that’s authentic, heartfelt, and true to myself. I want my platforms to be a space where people encounter positivity and love, and where I can share a part of my life. I invite everyone who resonates with this to connect with me.

In terms of my process, I’m developing a strategy to engage an audience in their 30s and above, focusing on beauty and lifestyle. My background in production initially led me to approach content creation with a full production mindset. However, I’ve realized that my audience values authenticity over polished perfection. They prefer to see my genuine personality and personal experiences come through in my content.”

EVVIE 7: With an abundance of beauty advice available, how do you ensure your content and recommendations stay authentic to your philosophy?

Muna Ismail: “It all boils down to personal connection for me. This is deeply intertwined with who you are and the unique journey you’re on. There’s an incredible power in sharing experiences because there’s always someone who can relate. In my content, I draw from my own life – as a person of color, navigating my 40s, passionately pursuing a beautiful life, and sharing my adventures as a creative entrepreneur. My aim is to create content that truly resonates, that nourishes the soul. I strive to offer honest, heartfelt insights and to infuse my passion into every piece I share.”

EVVIE 7: On a day off in Los Angeles, where might we find you? What are some of your favorite places to unwind, dine, or simply enjoy the beauty of the city?

Muna Ismail: “When I have the chance to get out, I’m all about exploring cafes. I’m totally in love with the café culture, and these days, I’m always accompanied by my son. Together, we often head to the park or enjoy leisurely walks. Embracing the beach life is something we both adore. Being in LA, with its consistently sunny weather, just adds to the joy of being outdoors. It lifts our spirits immensely. On those rare occasions when I get some ‘me time’ (which isn’t often, haha), you’ll most likely find me unwinding at a wellness spa. There’s something about a good massage or facial that I can’t get enough of. I only wish I could indulge in them more frequently.”

EVVIE 7: Your platform is a blend of beauty, lifestyle, and wellness. How do you think this holistic approach impacts your audience, and what message do you want to leave with them?

Muna Ismail: “‘Glow with Muna’ is dedicated to the concept of glowing from within. It’s about sharing the many ways you can take care of yourself – from practicing kindness, nourishing your body with the right foods, engaging in exercise, to getting enough rest. It also involves refining a skincare routine that’s just right for you. Sharing beauty and skincare secrets has always been a passion of mine. As a certified makeup artist, wellness coach, and someone who’s studied skincare formulation, I use my platform to offer practical tips that help you radiate both inside and out.”

EVVIE 7: Looking back at your journey, what advice would you give to your younger self when you first started? What was the biggest misconception you had about the beauty and wellness industry?

Muna Ismail: “I’ve been part of the media industry for more than 20 years now. It’s astounding to think about the time I’ve spent in this creative field and how much I’ve evolved over the years. My career has taken me across the globe, allowing me to live and work in some of the most dynamic cities like Toronto, Dubai, London, Hong Kong, New York, and now Los Angeles. Reflecting on my journey, I sometimes wish I had been kinder to myself, not constantly striving for perfection or feeling that what I did was never quite enough. I wish I had taken more time to celebrate my achievements. However, looking back, I realize that each step in my journey was crucial in getting me to where I am today. I’m incredibly proud of my accomplishments. No regrets, but I do see the value in living in the moment, a realization that becomes more significant to me as I get older.”

Muna Ismail’s beauty narrative beautifully intertwines her cultural heritage and holistic wellness philosophy. Her work encourages a mindful approach to beauty, inviting others to embrace their unique beauty journeys and discover their authentic “Glow.”

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