Yasmine Shihata graduated from the London School of Economics, starting her career at Vogue magazine in New York as senior assistant to the Editor in Chief, Anna Wintour. She then moved to Cairo and founded Egypt’s first English language lifestyle publication: CLEO. Over a year later, Yasmine launched Enigma magazine: a lifestyle magazine for sophisticated Arab men and women. Enigma was the first Arab magazine in print and online and became the Middle East’s leading English lifestyle magazine, quickly expanding its distribution throughout the region.
In 2002, Yasmine launched Enigma’s PR and events division, which hosts exclusive events in Cairo, London, Dubai, New York and Los Angeles; including a 2000 person celebration at the Pyramids for the Enigma’s 5 th Anniversary featuring Bryan Adams, followed by a larger celebration for the magazine’s 10th anniversary at the Pyramids, featuring Kylie Minogue. Along with many other smaller events with high profile guests, such as Sir Richard Branson and former US presidents Bill Clinton and Jimmy Carter. Enigma also hosts an annual celebration in Beverly Hills, California, London, U.K and Dubai to highlight the best of the Middle East. The star studded events feature the presentation of Enigma Achievement Awards, to honor Arab personalities who have had an international impact. Enigma has also organized many other international events including the Cairo International Film Festival’s closing party, sponsored by Bulgari.
In 2004, Yasmine set up enigma TV, which films exclusive interviews, cover shoots, and events for Enigma’s website and social media platforms. After 23 years in the industry, the Enigma brand continues to grow due to Yasmine’s dedication and love for her work. She is a pioneer in the Middle East’s media and PR industry and one of the few Arab women who has created a her own international business, with a strong brand name.