Beauty

‘You’ve got to be real’: Dubai-based social media stars Cedra, Narin and Sherin on what it takes to make followers and influence people

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On February 27, 2025

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What is real? If social media is to be believed the world is made of interesting moments that you never heard creeping up on you. But look past the surface level of any post and you’ll find that little strain around the mouth, that twinkle in the smile not quite reaching the eyes — it is life, but the sanitised edition.

In this milieu where perfectly polished fingernails are the norm and a litany of people are screaming out advice, how do you get people to trust you enough to follow you? Be authentic, say influencer sisters Cedra Beauty (real name Cedra Ammara), Narin Beauty (Narin Amara) and Sherin Beauty (Sherin Amara). “Being an influencer today is all about authenticity, consistency, and engagement. People connect with real personalities, posting regularly, interacting with your audience, that makes a channel stand out,” explains Sherin.

The data is clear that this girl group knows what it’s doing — they have a collective 30.1 million followers on Instagram and another 11.7 million on TikTok.

The influencers, who focus on lifestyle and beauty on their channels, go so far as to share things like morning skincare routines and haircare ideas. It may be a subjective topic, but the women have strong opinions on what the term beauty encompasses. “Beauty is about confidence and embracing your uniqueness. It’s not just skin-deep, but how you feel inside, says Cedra.

My sisters encouraged me to pursue my passion for beauty and helped me feel supported in this industry. They’ve been a big influence in my journey

Narin Beauty

It began many moons ago, their tryst with social media — the family moved from Syria to Sweden where they started to nip at the framework of the expected. Instead of playing after school or hanging out with friends and each other, they decided to explore the world of the net. “Growing up, we shared ideas, we inspired each other, and always had support for each other and just pushed each other to be better, they [her sisters] helped me develop confidence and a strong voice. They also taught me the value of connection and relatability—things that are essential in the influencer world,” says Sherin.

Narin is quick to add: “My sisters encouraged me to pursue my passion for beauty and helped me feel supported in this industry. They’ve been a big influence in my journey.”

Especially when one came across a troll. Even as potshots would fly, the siblings would find solace (and someone who understood) in each other. “Like anyone in the public eye, I’ve faced criticism,” recalls Sherin. “Some people didn’t understand the value of being an influencer or thought it wasn’t a ‘real’ career. At first it was tough, but I learned to focus on the support rather than the negativity. I reminded myself why I started and at the end of the day I do what I love and that’s what matters most to me.”

As the siblings grew their own brands via social media channels such as TikTok, they decided to move base to the UAE, where a lack of income tax and the added bonus of being able to apply for a 10-year Golden Visa, plus networking opportunities are ripe for the picking. “Dubai has opened up so many opportunities. It helped me grow my name and myself as a person. Plus, the access to high-end events and collaborations has been a huge boost for my journey,” says Sherin.

Narin echoes the sentiment: “Dubai has offered a vibrant community and endless opportunities for growth. The city’s energy and diversity have helped me as a content creator.”

Just like any journey to the top, there has been some turbulent weather to bare. For Narin, there was a health scare last August. She updated fans through her channels last year, when she wrote: “Today I made the decision to share with you a part of my life and the reason for my [diminished] appearance on social media, which you are not accustomed to. Sometimes, circumstances are bigger than us.

“For a while, [I] was exhausted and I felt that there was something wrong with my body, so I went to do general examinations, and we did not know the reason for the physical fatigue, until we decided to do an MRI of the brain, and we discovered that I had three white spots on the brain of different sizes, and now I will go on a trip for a while. [It’ll be two years] until I follow up with the doctor to make sure that I do not have an autoimmune disease, and hopefully I will be fine.”

She recalls the episode shook her. “It shifted my perspective on life, making me focus more on balance and mental health,” she says.

“I’m focusing on wellness and beauty content. I’m inspired by women who embrace authenticity, and I hope to inspire confidence in others,” she adds. “I try to set boundaries and be mindful of what I share. I take time for myself to maintain a healthy balance between work and personal life.”

Her personal life includes Rami Elias Samo, who gave her a 5-carat diamond when he proposed. “We’ve been engaged for a while and our wedding date is set which will happen after Ramadan,” she says.

Currently, the sisters are in the thick of things, developing their projects. For Cedra, this means creating more tutorials and launching new beauty content. Sherin, meanwhile, says: “I’m focusing on growth both in my work and mentally.”

As for Narin, she’s remaining closed lipped about the project she is working on. “I’m excited about exploring new creative projects, both on YouTube and beyond, and there will be a huge change happening at the end of 2025,” she says.

She is excited for what comes next — this year, she’s been named Best Influencer at Joy Awards, which celebrates entertainment and culture in Arabia. And on a personal note, she says she’s focusing on wellness and beauty content. “I’m inspired by women who embrace authenticity, and I hope to inspire confidence in others,” she says.

The three trailblazers know that the audience is all important when it comes to social media stardom. “Thank you for all the love and support! Keep shining and don’t be afraid to be your true self, I love you so much and I will always see you as family,” Narin says to her followers.

At a time when deep fakes and catfishes are but a click away, when augmented reality and virtual reality vie for time and eyeballs, you have to wonder — what exactly is real? These siblings for one thing — they believe in showing the world the ups and downs of their lives as they happen, inculcating a sense of trust “My mantra is to always stay true to myself and connect with my audience on a personal level,” explains Narin. Guess that’s just the way of these influencers.