EGYPT. Cairo. 30 October 2022. The desk from which Nour, the CEO and founder of Motherbeing films all the social media videos, in her house in Maadi, a leafy suburban district south of Cairo, Egypt, on the east bank of the Nile about 12 kilometers (7.5 mi) upriver from downtown Cairo. Maadi's population was estimated to be 97,000 in 2016. The district is popular with international expatriates as well as Egyptians and is home to many embassies, as well as major international schools, sporting clubs, and cultural institutions.

"I think building a company, especially a women's healthtech company, it's important for the company to be relatable, marketable and feel familiar. We believe that a company should be able to give users the sense of empathy and care throughout every touch point of their interaction with us. I believe my face was an important part to build it, but with time we'll make room for more faces and professionals who we believe women can learn from.
It's the most exhausting and draining part of this entire job." Nour