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Femme Lux Beauty Store
Retail • Distribution • Brand Growth

We Don't Just Sell Beauty.
We Scale Brands.

Femme Lux is a hybrid beauty network — owned retail stores and an in-house distribution network — supplied from our Hobbs, NM and Dallas, TX warehouses — across underserved high-income U.S. markets.

Partner With Us Explore Our Stores
4
Locations
1 opening soon + 3 under construction
2
Distribution Centers
Hobbs, NM · Dallas, TX
50+
Brand Partners
Authorized & house lines
100+
Mile Exclusivity
No Sephora, Ulta, or Nordstrom (NM)
2026
Launch Year
Flagship + 3 builds
4
Locations
1 opening soon + 3 under construction
2
Distribution Centers
Hobbs, NM · Dallas, TX
7,000+
Planned Launch Assortment
Curated SKUs, not yet stocked
50+
Brand Partners
Makeup, pro hair & K-beauty
100+
Mile Exclusivity
No Sephora, Ulta, or Nordstrom (NM)
2026
Launch Year
Flagship opens Aug 17, 2026

Our Network

Built to Scale.
Not to Sit.

We're building a standardized store blueprint — once the Hobbs flagship is proven, the entire build-out, planogram, POS and inventory systems, and staff training replicate location-to-location. Every new store opens from the same playbook, so expansion is fast and low-risk.

4
Locations by End of 2026
1 opening soon + 3 under construction
2
Distribution Centers
Hobbs, NM + Dallas, TX (25,000 sqft)
4
Markets in Development
NM + West Texas corridor
Airport
Retail — In Development
High-traffic, captive, premium-spend

Our Process

How We Launch &
Scale Brands

We don't just list products. We have a system — from onboarding to expansion — that turns brands into regional bestsellers.

1
Brand Onboarding
Line sheet review, margin alignment, compliance verification, and authorized sourcing confirmation. We vet every brand before shelf placement.
2
Market Positioning
Category analysis, competitive gap mapping, pricing strategy. We position your brand where it wins — not where it competes.
3
Retail Placement
Dedicated shelf space, endcap displays, tester stations, and education signage. Your brand gets flagship-level merchandising in every location.
4
Distribution & Sales
Multi-location rollout, staff training, sell-through tracking, and monthly performance reports — by SKU, by store.
5
Growth & Expansion
Reorder velocity optimization, social amplification, new market rollout. Brands that prove sell-through scale across our entire network.

Why Brands Choose Us

Retail + Distribution + Education.
In One Network.

We don't just list products. We build in-market brand presence with owned stores, trained staff, and multi-location rollout.

★

In-Store Brand Building

Dedicated shelf space, endcap displays, tester stations, and education signage. We merchandise your brand like a flagship — in every location.

➤

Multi-Location Rollout

Prove sell-through in one store, then roll out across the network. We scale brands strategically — not all at once.

♥

Education-Driven Selling

Staff trained on your products, routines, and ingredients. We don't shelf-stock — we teach customers why your brand matters.

🌎

Zero-Competition Markets

No Sephora. No Ulta. No Nordstrom — our New Mexico stores will be the only premium beauty access point within 100+ miles. Your brand stands out — instantly.

📈

Monthly Sell-Through Reports

Units sold, reorder velocity, customer feedback — by SKU. You know exactly how your brand performs in our market.

📷

Digital Amplification

Instagram, TikTok, local influencers, paid social. When you launch with us, we promote across every channel we operate.

Build-Out Preview

Step Inside Our Hobbs Flagship

Custom LED lighting, category zoning, tester stations, and premium merchandising — the standardized build-out we'll replicate across every location.

Femme Lux Interior
Flagship Interior — Hobbs, NM
Brand Displays
Brand Displays
Tester Stations
Tester Stations
Curated Shelves
Curated Shelves
Makeup Station
Makeup Tester Station
Opening August 17, 2026

Our Hobbs Flagship Is
Almost Ready

We're opening our Hobbs flagship on August 17, 2026 — and there's room for your brand on our shelves from day one. Watch the build-out progress and see the quality we invest in every location, ready to replicate across our next three under-construction stores.

Brands: We have dedicated shelf space, endcap displays, and tester stations available in this new location. If you want your products in front of customers from day one — let's talk.

Brand Portfolio

Curated. Verified.
Authenticated.

50+ brands across makeup, professional hair & salon, and K-beauty / skincare — curated for our market. Sourced through authorized brand partnerships and authorized distributors.

Makeup & Beauty

OFRA
Anastasia Beverly Hills
Laura Mercier
Buxom
NYX
Ghali'or Paris · House

Professional Hair & Salon

Joico
Wella
WCC
ONO
Pravana
Big Sexy Hair
GiGi
Clean & Easy
LEVEL3
L'Oréal
OG Blossom
Roux
Rooblis
Rootonix
Celladeep

K-Beauty / Skincare

Abib
ANUA
ARENCIA
AXIS-Y
Beauty of Joseon
BIODANCE
celimax
colorgram
COSRX
d'Alba
Dr. Althea
Dr. Melaxin
FWEE
Goodal
GROWUS
Haruharu Wonder
Heimish
KSECRET
Mary&May
Medicube
Nature Republic
Ongredients
Pyunkang Yul
rom&nd
Round Lab
SKIN1004
SOME BY MI
Sungboon Editor
TIRTIR
TOCOBO
VT Cosmetics

Assortment varies by store. Sourced through authorized brand partnerships and authorized distributors. MAP policy respected. Direct partnerships available for expansion brands.

Trust & Compliance

Built on Credibility.
Backed by Proof.

We operate with full legal compliance, financial transparency, and brand protection protocols. Every metric is verifiable. Every claim is sourced.

⚖

Registered LLC

Femme Lux Beauty LLC — active with New Mexico Secretary of State. Full legal entity.

🛡

General Liability Insured

Comprehensive business insurance. Certificate of Insurance (COI) available on request for all partners.

📄

Resale Certificate (NTTC)

New Mexico Non-Taxable Transaction Certificate on file. Tax-exempt wholesale purchasing verified.

✓

Authorized Sourcing

Sourced through authorized brand partnerships and authorized distributors. MAP-compliant. No gray market.

🔒

Brand Protection

Products stay in our owned-store network. No online resale. No unauthorized redistribution. Your brand integrity is non-negotiable.

🏢

Owned Retail Locations

Not a marketplace. Not a consignment model. We own and operate every store in our network. Full control.

📈

Monthly Reporting

Brand partners receive monthly sell-through reports — units, reorder velocity, customer feedback, by SKU, by location.

Category Leadership

We Don't Just Carry Beauty.
We Understand It.

Deep expertise in high-growth beauty categories — K-beauty, clinical skincare, and viral social brands.

Strategic Focus

K-Beauty & Asian Beauty

Our NM stores will be the only local access point for Korean skincare within 100+ miles. Dedicated K-beauty zone planned in every location, with routine-based displays and staff trained on multi-step skincare education.

Strategic Focus

Clinical & Derm Skincare

Built for customers who buy on efficacy, not hype. We merchandise by skin concern and ingredient — making clinical brands easy to discover and repurchase from day one.

Strategic Focus

Viral & Social-First Brands

Customers discover on TikTok and Instagram — then come to Femme Lux to try in person. We're the physical touchpoint for digitally-native beauty brands entering our market.

Our Stores

Our Stores — Opening 2026

Owned retail locations across New Mexico and West Texas. Flagship opens August 17, 2026; three more under construction this year.

Flagship • Opening Soon

Hobbs, NM

4423 N Grimes St, Hobbs, NM 88240
Flagship Location • Opens August 17, 2026

Under Construction

Clovis, NM

Clovis, NM
Full-Service Beauty • Opening 2026

Under Construction

Roswell, NM

Roswell, NM
Pecos Valley Market • Opening 2026

Under Construction

Lubbock, TX

Lubbock, TX
West Texas Gateway • Opening 2026

Airport Retail — In Development

Airport Locations

High-traffic, captive, premium-spend environments — in development to bring Femme Lux to travelers across the Southwest.

Leadership

The Team Building Femme Lux

Abdrabboh Ashaif — Founder & Chairman

Abdrabboh Ashaif

Founder & Chairman

Abdrabboh Ashaif is an entrepreneur and retail executive with extensive experience in multi-unit operations, distribution, real estate, and consumer retail. As Founder of Femme Lux Beauty Supply, he is building Femme Lux from the ground up into a premium beauty retail and distribution network across New Mexico and West Texas, with its flagship opening August 17, 2026 and airport retail locations in development.

With a proven track record of identifying underserved markets and building scalable business models, Ashaif has developed expertise in brand sourcing, wholesale distribution, retail operations, logistics, and strategic expansion. His vision for Femme Lux is centered on bringing luxury beauty experiences to regions often overlooked by national beauty chains while creating strong partnerships with emerging and established brands.

Beyond the beauty industry, Ashaif oversees a diversified portfolio of businesses spanning retail convenience stores, fuel stations, restaurants, hospitality properties, commercial real estate, and technology ventures. His business interests extend throughout Texas, New Mexico, Oklahoma, Kansas, and Northern Colorado, giving him deep insight into regional consumer markets and large-scale multi-location operations.

Under his leadership, Femme Lux is evolving beyond a retail concept into a regional beauty distribution and retail platform, with plans for continued expansion across major cities, airports, and high-growth markets throughout the Southwest and beyond.

Ashaif's leadership philosophy combines long-term relationship building, operational excellence, and community-focused growth, positioning Femme Lux as one of the fastest-growing independent beauty retail concepts in the region.

1
Opening Soon
4
In Development
50+
Brand Partners
2026
Launch
Mohammed Aldura

Mohammed Aldura

CEO & Creative Director

CEO & Creative Director of Femme Lux Beauty, a luxury beauty retail company focused on bringing premium global beauty brands and elevated shopping experiences to modern consumers. With a strong vision for luxury retail, branding, and innovation, he leads the creative direction and strategic growth of Femme Lux — combining high-end beauty trends with modern retail design and customer experience.

Alwathekbellah Alshaif

Alwathekbellah Alshaif

Chief Operating Officer

Oversees day-to-day operations across all Femme Lux stores — inventory flow, vendor execution, store performance, and operational scalability. Drives the systems that keep multi-location retail running cleanly.

Nancy Espinoza

Nancy Espinoza

Chief Financial Officer

Leads financial strategy, capital planning, and multi-store performance reporting. Drives margin discipline and growth-stage financial infrastructure across the Femme Lux network.

Sulaimon Alshadadi

Sulaimon Alshadadi

Accounting & Finance

Manages financial operations, vendor payments, and compliance across all store locations.

Tameem Hezam

Tameem Hezam

Marketing Manager

Owns Instagram, TikTok & paid social. Drives brand awareness through local influencer partnerships and culturally relevant content.

For Brands & Distributors

Ready to Grow Your Brand
in Underserved U.S. Markets?

See our full partnership profile, distribution infrastructure, and apply to join our growing brand network.

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