Abdirahman Hussein Mohamed, the CEO and co-founder of Wara Fragrance, has received the Outstanding Excellence in Business award at the SOBA Awards 2026. This prestigious recognition within the Somali business community is a testament to Mohamed's hard work and dedication to building a successful business. The award ceremony also saw Wara Fragrance named Business of the Year 2026, a rare double win for Mohamed and his company.
Mohamed's journey to the top of the beauty industry spans nearly two decades of varied commercial experience. Born in Ethiopia in February 1997, he began his career as a teenage mathematics and physics teacher. He later transitioned into trade at Mogadishu's Bakara Market, where he worked for construction materials firm Qoobey and electronics brand Sumec. His experience at these companies eventually led to him managing the largest branch at each.
After his stint at Bakara Market, Mohamed ran his own retail shop in Mogadishu's Wardhigley district. In 2019, he co-founded Sarah Cosmetics, which grew into a chain operating across Somalia and Kenya. Four years later, Mohamed co-founded Wara Fragrance, drawing on the market knowledge he had built over the preceding decade. His educational background includes a Bachelor's degree in Accounting from the University of Somalia and an MBA from Open University Malaysia.
The name "Wara" was chosen by Mohamed's elder brother and business partner, Anas Hussein Mohamed, who serves as Chairman. Anas selected the word "Wara" to convey the idea of something long-lasting, a quality the brand aspires to project through both its scents and its market presence. Mohamed's vision for Wara Fragrance extends beyond producing cosmetics and fragrances; he aims to create distinctive identities, memorable experiences, and lasting brands.
Founded just three years ago, Wara Fragrance has established itself as one of East Africa's recognized perfume brands. The company holds ISO 9001 and Good Manufacturing Practice certifications, issues Safety Data Sheets for its products, and subjects all items to third-party quality checks before distribution. Mohamed revealed that Wara Fragrance's products are currently available through more than 1,000 outlets across four East African countries.
The SOBA Awards 2026 double win extends a strong run on the awards circuit for Wara Fragrance. The company previously claimed Best Perfume Brand of the Year at the SOBA Awards 2025, then repeated that recognition at the East Africa Somali Awards in April 2026. Wara Fragrance's signature scent, Moon Beam, was separately named Best Scent of the Year at the East Africa Somali Awards.
Wara Fragrance sits within a broader group of businesses Mohamed has co-founded alongside Anas, including Haajar General, KAAT Cosmetics, and Juusto Media, a Somalia-based advertising agency. Collectively, the group employs more than 200 people. With a factory in Somalia planned for 2026, Wara Fragrance is poised for further growth and expansion in the region.
Key points
- Abdirahman Hussein Mohamed, CEO of Wara Fragrance, received the Outstanding Excellence in Business award at the SOBA Awards 2026.
- Wara Fragrance was named Business of the Year 2026 at the SOBA Awards.
- Mohamed's journey to success spans nearly two decades, from teaching mathematics and physics to building a successful business in the beauty industry.
