Joanita is the founder and driving force behind Ushine 24. With a background in beauty and salon management built across years of hands-on experience, she opened Ushine 24 with a clear vision: to create a space where every woman feels genuinely seen, cared for, and beautiful.

Having worked in the beauty industry long enough to understand what most salons get wrong: rushed appointments, inconsistent results, a transactional atmosphere. Joanita set out to build something different. A place staffed not just by technicians, but by specialists who care. A place where a client can walk in stressed and leave restored.

She chose Dubai Expo City deliberately. As one of Dubai's most internationally diverse communities, home to residents and visitors from every corner of the world, it was exactly the kind of neighbourhood where her inclusive, multicultural approach to beauty could thrive. Today, with a curated team of specialists across hair, skin, nails, massage, brows, lashes, and more, Ushine 24 is the beauty home of Expo Village.