Paula Jacobson Email Address

Founder and Managing Director

One of the world's fastest-growing beauty brands.

I was born on the south coast of England to a Scottish mother and English father. Heralded as their ‘bohemian child’ at birth, my parents somehow knew I would be someone who would always be in pursuit of making the world a better place. I have been fortunate and privileged enough to pursue the things I am passionate about - from my studies at UCLA, to living in the Caribbean, adopting dogs, surfing, boxing, volunteering, travelling and now, starting my own business. My career has spanned two decades and several industries including travel, hospitality and most recently, beauty. My 8 year, lived experience of people and culture and the insights that came with being at the heart of thriving businesses has been priceless. The unique combination of companies I have worked for - several of which have the most impressive and strongest brand identities in the world, have afforded me acute attention to detail and standards that I have applied in my work. My recent role at one of the world’s best and most loved beauty brands positioned me as instrumental in the rapid scaling of the business, and the incredible experience of working hand in hand with the founders on building the culture of the organisation, as well as the people and culture team, from scratch. Together with an incredibly bright-minded team, we achieved phenomenal global success. My purpose and obsession has driven me to launch my own Dubai-based, global consultancy - Do the Most. I provide solutions for SMEs that elevates their company culture with a specific focus on ESG-led solutions and strategy. Every business has the capacity to have positive impact, and I love working with founders to achieve this. In my spare time you will find me routinely apologising for the noise from my sassy chihuahuas (adopt don’t shop!), surfing at Sunset Beach, listening to the same songs repeatedly on Spotify, or browsing bookshops to add to the piles and piles of books already in my home. If you want to talk about people & culture best practice, fret about climate change, or which is the best surf destination during Dubai summers, get in touch!