Maha Ammouche

Founder of the Algerian Beauty tech innovation IZYA

I am beyond honored to share this second portrait in the series “Women of Algeria” featuring Maha Ammouche, founder and CEO of a beauty tech company based in Algiers. As someone who has been following her activity on LinkedIn for quite a while now, I have been hoping for months to be able to learn more about her and her incredible story. And let me tell you, I am not disappointed! Maha is a real fighter and boss, who has overcome challenges both in her personal life and career. Her passion for positively impacting the ecosystem and creating a societal value with her projects is truly inspiring. Join us in discovering Maha’s journey and her valuable insights on entrepreneurship and life.

Let's get to know you

maha ammouche

Name: Maha Ammouche
Age: 39
Occupation: Founder and CEO of a beauty tech company
Location: Algiers
Favorite Color: Blue
Favorite Dish: Couscous
Favorite Movie: Million dollar baby / The current war
Hobbies: Read and hike
Favorite Book: my favorite book is the inspired life of the author of the prophet by jean pierre dahdah… we retrace the journey of geand khalil gibran, we face illness, loss, suffering, the meaning of family and work and we also talk about love …. this book is a guide witty.
Spoken Languages: English, French and Arabic
Biggest dream when little: Become a writer and travel the world
Role model or idol : my idol is my father, my father was always present for his family and his friends, my father educated and took care of his ten brothers and sisters after the death of my grandfather, he refused a scholarship for the USA, he was among the first graduates of his Village, he graduated from a business school… he has always been brilliant, modest and empathetic, he taught me the real values. he man I love and admire the most in the world is not my dad, he is my best friend.

Role and Carreer

Can you tell me a bit about your background and how you ended up in your current career or role?

I am a developer engineer, I also graduated in business development with a background of 15 years. I was an oracle functional engineer on oil and gas projects. I contributed to the launch of Yassir. I co-founded the Sprinthub accelerator and today I am launching IZYA.

What inspired you to pursue your current career or role?

I am a person who likes to positively impact this ecosystem, who thinks that any project must have a societal added value.

What are some challenges or obstacles you have faced in your life or career, and how have you overcome them?

My biggest challenge is to have tried to be a mother after having suffered several high-risk unsuccessful pregnancies… I went into a coma and I convulsed close to death, but I tried again until I became a mother and this is my greatest personal victory.

What do you enjoy most about your job or life?

I love creating, meeting new people, and educating them on the adoption of my products.

How do you spend your days? What is a typical day like for you?

Meditation and prayer, black coffee, roadmap for the day, emails, then appointment and meeting with my team.

How did you prepare for your current job or role? Did you have any specific training or education?

I try not to procrastinate and keep a good mind. I manage tasks while trying to delegate as much as possible.

What are your goals or dreams for the future?

To be recognized in the tech sphere through useful projects for society.

Can you tell me about any notable achievements or successes you have had in your life or career?

I am the founding member of the WINNELKA association which does a lot of good to the sick personnel. I created IZYA the first Beauty tech and Well being application in Algeria. I work on a wellness program dedicated to sick women in cancer remission. I am developing a program that offers formulas of happiness management in order to value employees in companies…

What are some skills or characteristics that you think are important for success in your life/job?

Empathy, generosity, pragmatism, endurance, resilience, creativity, discipline, diplomacy.

How do you think the position of women in Algeria has changed over the years, and what changes do you hope to see in the future?

I want to see women take more risks, assert themselves, evolve intellectually and spiritually.

What advice do you have for other women who may be facing similar challenges or looking to pursue their dreams?

Make plans but don’t forget to live in the moment.

What advice do you have for someone who is considering a career of life similar to yours?

It’s not easy but so exciting… You have to love the adventure to become an entrepreneur because you completely step out of your comfort zone.

How do you stay motivated and focused in your work or life?

I look at what the ancestors did, and I say to myself go go go go !


Make sure to follow Maha's company IZYA on Instagram and show her a lot of support:

Share your portrait


Wouldn't it be fantastic to inspire people and share your expertise, ideas, and tricks? Trust me, it would be quite rewarding, so whether you are a notable student, an entrepreneur, or a housewife, this would be your little safe corner to tell us more about your journey, routine, education, or simply anything that pops up in your mind. We can't wait to hear from you!

Other articles