About Feel22
Feel22 is a beauty and personal care e-commerce startup founded in Beirut. It set out to become a trusted online destination for cosmetics, skincare, fragrance, and grooming products, curating brands and delivering them to customers in a market where dedicated beauty e-commerce was still developing.
By combining a focused product catalogue with digital marketing and reliable fulfillment, Feel22 grew a loyal customer base and pursued regional expansion, including into other Levant markets. It became one of the recognizable Lebanese names in vertical e-commerce, showing how a specialized online retailer can scale from Beirut.
Why Feel22 Matters
Feel22 demonstrated that a focused, homegrown e-commerce brand could win customer trust and expand regionally from Lebanon. It contributed to the growth of online retail habits in the market, created digital and logistics jobs, and offered a model for vertical e-commerce built on Lebanese entrepreneurship.