SISTERWOULD Haircare: Revolutionizing the Beauty Industry


Meet Rina Gocaj-Bekiri, the visionary co-founder of SISTERWOULD, a brand that is revolutionizing the beauty industry with its focus on heritage, inclusivity, and social impact. With an unwavering dedication, Rina is making waves through her innovative haircare products. In an interview with ATLANTIKU, she shared her inspiring story and shed light on her journey towards creating a brand that empowers individuals from all walks of life.

Despite leaving Shkoder, Albania at a young age, Rina has maintained a strong connection to her Albanian roots through yearly visits and the support of the vibrant Albanian community in New York City. She draws upon the cultural richness and diversity within the Albanian community, infusing her daily life and business endeavors with Albanian traditions, values, and customs. “Growing up, I always had a strong sense of pride in my Albanian roots. I wanted to create something that not only reflected my heritage but also celebrated the beauty and diversity of cultures around the world.”

Through SISTERWOULD, Rina aims to break down barriers and challenge conventional beauty standards. “Our mission is to redefine beauty and inspire people to embrace their natural selves” she explains. “We believe that beauty comes in all forms, and it’s our duty to create products that cater to everyone, regardless of their hair type, texture, or background.”

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What sets SISTERWOULD apart is its commitment to inclusivity and social impact. Rina believes in creating opportunities for underrepresented communities and uplifting them through the brand’s initiatives. “We actively collaborate with local artisans and businesses, especially women-owned enterprises, to source our ingredients and packaging materials” she proudly shares. “It’s about creating a positive ripple effect by supporting sustainable practices and economic empowerment.”

When asked about the challenges she has faced as a female entrepreneur in the beauty industry, Rina’s determination shines through. “There have been obstacles along the way, but I firmly believe that resilience and perseverance are key to success” she affirms. “I have been fortunate to have a supportive network of individuals who believe in our vision and have helped us navigate through the ups and downs.”

As SISTERWOULD continues to gain recognition and make a difference, Rina remains focused on her ultimate goal: to empower individuals and foster a sense of community. “We want SISTERWOULD to be more than just a beauty brand. We want it to be a movement that inspires and uplifts” she states passionately. “By embracing our heritage, celebrating our differences, and working together, we can create a more inclusive and sustainable future for all.”

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With Rina Gocaj-Bekiri at the helm, SISTERWOULD is poised to become a trailblazer in the beauty industry. Her unwavering commitment to inclusivity, heritage, and social impact sets an example for aspiring entrepreneurs and showcases the power of turning passion into purpose. As Rina eloquently puts it, “Our journey is just beginning, and we’re excited to continue making a positive impact, one haircare product at a time.”

Floriye Elmazi, has also been an integral part of the SISTERWOULD journey, sharing the same values and dedication. Together, they have brought their vision to life and continue to make a difference in the beauty industry./Atlantiku

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