DUBAI: MBC Group premium streaming platform Shahid VIP is launching an original reality show featuring Joelle Mardinian, a TV star and owner of the beauty brand Joelle Group.
Titled “Joelle Unfiltered,” the show aims to offer viewers a no holds barred look into the life of Mardinian, according to a company statement. It explores all aspects of her life, including her family, career and the anxiety, fear and success along the way.
Shahid VIP hosted a preview and press conference in Dubai to celebrate the launch of the show, which was attended by Mardinian, her family, regional influencers and press members.
At the event, Mardinian described “Joelle Unfiltered” as an edutainment show, and said: “First, there’s the professional aspect, of which the show offers a focus on what it takes to run successful businesses — including how to establish, launch and manage small ventures, investments and larger commercial projects — while balancing fame and the social media aspect. Viewers will get to see all the massive challenges involved in the fashion, beauty and lifestyle sectors, and just what really goes into it.”
“Joelle Unfiltered” follows Mardinian from Dubai to London and the Maldives. Offering an “unfiltered” view of the superstar’s life, the show includes snippets of her family life, particularly how she manages co-parenting and the journey of adopting her youngest son.
Mardinian added during the event that although the show is “unfiltered,” it “remains in line with the values and traditions of our society.
“The unfiltered aspect relates to showcasing the realities of my life — balancing motherhood and family with career, the fame and my journey. It’s not all glitz and glamour as people may initially think,” she said.
With almost 18.5 million followers on Instagram alone, Mardinian is one of the Arab world’s biggest TV stars, having worked with MBC for more than a decade.
She is also a successful businesswoman, having founded Joelle Group, a leading beauty conglomerate that includes the brands Maison de Joelle, Clinica Joelle and Joelle Paris.
“Joelle Unfiltered” has been in the making for four years and debuts on Shahid VIP on Feb. 14.