who we are 

Zoí is a startup built through an alliance between three passionate individuals who have branched out of their respective family businesses in distribution, media, manufacturing and education.


Our mission is to conceptualise and manufacture affordable and sustainable alternatives to fast moving consumer goods and enable consumers and businesses to choose convenient but environmentally friendly alternatives to traditional products.  

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Samar Sayegh

Founding Partner

Samar is the co-founder of Quantz Consulting, a unique boutique advisory firm focusing on market research and user experience. Prior to becoming an entrepreneur Samar Sayegh headed a pioneering Middle Eastern television station as Managing Director for 8 years, and was responsible for its rapid growth and adoption among the regional viewership.  Samar also held various executive positions in National Paints Factories, and currently sits on the board of the company. Samar has been a driver of change throughout her career pushing for transformation and innovation in all areas of her work.


Dima Samaan

Founding Partner


Dima Samaan has been heading Tanweer Group’s business development and distribution activities in the Middle East since 2014, helping to expand its presence across diverse platforms and building key partnerships in the region. 

Prior to this, she worked as a management consultant at a financial consultancy firm in London. Speaking four languages, Dima’s Greek and Middle Eastern family backgrounds and international upbringing have shaped her ‘glocal’ understanding giving her a unique perspective on local markets combined with global dynamics. 

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Farida F. El Agamy

Founding Partner


Farida El Agamy is an attorney-at-law, entrepreneur and governance expert. She is the founding GM of the Tharawat Family Business Forum, the private network and knowledge hub for family-owned companies in the MENA.
Farida is also a 2nd generation family business member, is Editor-at-Large of the Tharawat magazine, and a Director both at Target Developments LLC and Orbis Terra Media LLC, her family’s firms in Switzerland. In 2019 she joined her two co-founders in setting up Zoí, a company focused on developing sustainable solutions to FMCG products.
Farida holds a Masters in Law from the University of Freiburg, Switzerland and was admitted to the Bar in 2009.