Founder Spotlight: Justyna Lapkova

Tell us about yourself and your background.

My name is Justyna and I’m originally from the Czech Republic. I came to Dubai a few years ago and immediately fell in love with the city. My background is actually in International Relations, but I’ve always had a passion for cosmetics, wellness and skincare. Now, as the founder of, I’m excited to say that we’re introducing the first of its kind premium and innovative Korean cosmetics to the MEA region.

Now exploring my passion for skincare, my goal here is to help others achieve their desired skin by making Miracletox and Cellstory products more accessible in the Middle East. I am optimistic about the continued impact these products will have on the skincare routines of many, much like they have transformed mine.

What inspired you to found

My journey with skincare has always been challenging, with acne being a constant battle and finding an effective routine a seemingly endless search. Despite trying numerous products, brands, and seeking advice from dermatologists and aestheticians, no solution had truly made a difference until a relative introduced me to Miracletox’s homecare treatment.

Though initially skeptical, given my history of disappointments, I was open to trying something new. To my surprise, the results were immediate and remarkable. By the next morning, my skin had visibly improved, showing signs of healing, increased plumpness, and an overall healthier appearance. This led me to eagerly complete the four-week course.

However, when I sought to repurchase the product in the UAE, I discovered it wasn’t readily available, which meant having to import it from Europe. This challenge sparked a desire to make Miracletox and Cellstory products more accessible in the Middle East. It has been a rewarding journey since, and I am hopeful that these products will assist many others in their skincare journeys, just as they have mine.

Is self-funded or did you raise investment?

Yes, is completely self-funded. We’ve managed to grow by investing our own resources.

How did you work out which products to sell?

It was a no-brainer actually! Everyone knows the effectiveness and innovativeness of Korean cosmetics and skincare. Some even say they’re decades ahead of everyone else! So, when I was first introduced to the Miracletox and Cellstory Meso-care treatments, I immediately knew I had to bring them to the Middle East market.

The TOX Ampoules and Cellstory Meso-care are the two main products that contain the brand new Korean Microspear®  technology, which is a revolutionary and patented advancement in global skincare, originating from South Korea.

Currently there is nothing else like this on the market, so I’m excited to see the growth of such effective and non-invasive products.

What makes unique and sets you apart from your competitors?

Korean Microspear® technology utilizes extremely tiny (microscopic) needles found in freshwater sponges. These “microneedles” are capable of penetrating the skin, without causing any significant pain or discomfort, to deliver the carefully formulated active ingredients directly to the basal layers of the skin in order to support the production of collagen and elastin.

So, the biggest difference between us and competitors is this advanced technology. Typically, to achieve such results, you would need to go for a microneedling or peeling session, both of which leave the skin very damaged, irritated, and result in several weeks of downtime.

Through the innovative products developed in South Korea, these outdated procedures are becoming a thing of the past in the other regions where Microspear® has been introduced (such as the US and largely across Europe). And the fact that there is practically zero downtime means that this anti-aging treatment can be done every week to keep a youthful and healthy complexion.

Microspear® technology is designed to be painless, bloodless, and safe for all skin types, and allows for tailored treatments that can address a wide variety of skin concerns, from aging and dryness to acne and hyperpigmentation. It also serves as an ideal option for those who are sensitive to pain or have skin that reacts poorly to traditional treatments.

How long did it take from launching to your first sale?

We took several months to register the products with Dubai Municipality and the Dubai Health Authority, as all the certificates and ingredient lists were originally in Korean, it took some time to get everything translated!

But once we had everything approved, we achieved our first sale within the week of launching our website. And we’re very pleased to say that we’ve been supplying our customers with these innovative products ever since.

What has been your biggest success since launching?

Forming partnerships with numerous clinics across Dubai and Abu Dhabi, enabling us to introduce Cellstory liquid microneedling to a broader range of clients.

What has been your biggest challenge and how have you overcome it?

The most significant challenge is by far educating the customers in an already very saturated and “lobbied” market. A lot of companies are spending a lot of money to promote products that are by far not the best solution. And a lot of clinics prefer to buy cheaper products so that they can have higher margins. This is actually why I decided to fully fund because I did not want to be a part of this strictly “business-only” process.

What does a day in your life look like?

A lot of calls and a lot of meetings haha. But jokes aside, I really appreciate the dynamic nature of my work as no two days are the same. My activities range from visiting clinics and doing Cellstory treatment demonstrations to representing Miracletox and Cellstory at events. Additionally, I manage our social media presence and website (, dedicating certain days to content creation and others to strategizing our social media grid and product offerings.

And finally, what are your top tips for entrepreneurs looking at starting a new business in the beauty/skincare industry in the UAE?

Introducing a new product to the UAE market was initially quite challenging, and it continues to present hurdles. I would advise anyone looking to represent a product to choose one they genuinely care about and believe in. This passion is crucial for navigating the complexities of a competitive market.

What is your favourite quote?

“Be good to your skin. You’ll wear it every day for the rest of your life.”

What are your goals for the next 5 years?

Over the next five years, my primary goal is to significantly expand’s market presence throughout the MEA region, focusing on forming more partnerships with clinics and enhancing our reach. Additionally, I aim to focus on B2C channels with our homecare microneedling sets, which serve as a more effective (and much more convenient) alternative to the traditional and invasive microneedling treatments done in most clinics so far.

Where can readers find out more about you and

Readers can learn more about us by visiting our website at and by following our Instagram, where we share details about our brand story and our products.

Editor-In-Chief of Bizpreneur Middle East