Social media influencer Yasmina Elmerkaoui has secured a strategic capital investment for her beauty brand Merkaou, partnering with Capital Influence to scale the business and expand its product offering.

Launched just seven months ago, Merkaou was born out of Elmerkaoui’s personal search for a hair gel that could deliver strong hold without greasiness or flaking—products she struggled to find for her signature slicked-back hairstyles. Teaming up with Bilal Elbaba, who brought experience in e-commerce, the pair quickly gained traction, with the product selling out multiple times.

As demand grew, the founders recognised the need for additional support to sustain growth. That led to a partnership with Capital Influence, a firm that specialises in helping influencers build and scale commercially viable brands. The firm has now provided a capital injection and strategic resources to support Merkaou’s next stage of development.

As part of the partnership, Ben Zervaas, Co-Founder of Capital Influence, will join Merkaou’s board as a non-executive director. He will offer strategic guidance to help the brand strengthen operations and prepare for expansion.

Capital Influence also introduced Merkaou to a broader network of industry contacts, including James Hachem and Manny Barbas, co-founders of the beauty brand Alya Skin and fashion label Sasha Therese. The duo participated in the investment and have been formally engaged to lead Merkaou’s social media marketing strategy.

“I didn’t think that in seven short months we would have Capital Influence not only invest into Merkaou financially but also invest their resources and expertise,” said Elmerkaoui. “We are so excited to see how this partnership unfolds.”

Marie Nov, Co-Founder of Capital Influence, added: “We’re thrilled to be a part of Merkaou’s journey and to see how our combined expertise and networks can contribute to their continued success.”

The partnership reflects the growing trend of influencer-led brands seeking professional backing to transition from startup to scalable business, combining digital influence with commercial structure.

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