When Ibtihel Ben Hadj Mbarek-Fredj left a successful academic career in 2019, she was taking a calculated risk. After earning a PhD in biotechnology and spending 15 years conducting research at the University of Monastir, she chose to leave the laboratory and transform years of scientific research into practical business solutions.
Her work on medicinal and aromatic plants from Tunisia's local natural heritage led to the creation of Herbalya Natural Care, an ISO 22716-certified organic dermo-cosmetics company whose products are sold in international markets, including France, Canada, and the United States.
From research to market
Herbalya was founded on a strong conviction: turning scientific rigour into a genuine lever for competitiveness. Supported by a network of academic and technical partners -- including the University of Monastir, the Higher Institute of Biotechnology, the Faculty of Pharmacy, the National Institute for Research and Physicochemical Analysis, and international initiatives such as Erasmus and Agrow-Hub -- the company developed fully traceable formulations that meet stringent international regulatory standards.
Herbalya's launch was not without challenges. While product development presented technical challenges, establishing a Tunisian organic cosmetics brand in a market dominated by imported products was arguably the greater obstacle. Building consumer trust required internationally recognised certification, rigorous quality assurance, and visibility through credible institutional platforms.
Institutional support as a lever
A key turning point came through support from the National Agency for Employment and Self-Employment (ANETI). Through the CAP Emploi programme, financed by the African Development Bank, Mbarek-Fredj strengthened her managerial skills, helping transform a research initiative into a commercially viable manufacturing business.
Today, Herbalya plans to scale up its operations by drawing on the instruments offered by CAP Emploi. The company is seeking financing, currently under review, alongside technical assistance to expand its production capacity, increase exports, and support planned recruitment in 2026.
Recognition, exports, and local anchoring
In just a few years, Herbalya has received several notable distinctions. Among its recent distinctions are the Women Entrepreneur of Tunisia 2025 award in the "Industrial Excellence" category; the Best Plant Valorisation Project award from Tunisia's National Handicrafts Office in 2025; the Innovation Award presented by the Tunisian Agricultural Mutual Insurance Fund (CTAMA) in 2024, and recognition through the national entrepreneurship competition Machrou3ek in 2022. These awards have helped reinforce the company's reputation for quality and innovation, while enhancing its credibility in export markets.
The company works with women-led agricultural development groups to source raw materials, linking Tunisia's cosmetics industry with rural value chains. More than 40 women participate directly in these partnerships, while the seasonal harvest and processing of prickly pear creates employment for more than 200 people across the wider supply chain. During peak harvesting periods, processing volumes can reach around 10 tonnes daily, generating additional income for local women producers.
"Dream big and dare to take the first step," Mbarek-Fredj says. "Entrepreneurship does not mean moving forward alone: it means mobilising support ecosystems, both academic and public, and using the right financial instruments as levers for growth."
Herbalya's journey illustrates how scientific research, when combined with entrepreneurship, strategic partnerships and targeted public support, can create high-value businesses rooted in local natural resources. It also demonstrates the potential for research-driven innovation to generate skilled employment, strengthen rural economies and build internationally competitive industries across North Africa.
