It’s summertime and if you’re not working a 9-5 job in an office in Cairo, you’re probably by the beach in the North Coast or somewhere along the Red Sea enjoying Pina Coladas. What’s your outfit? Basically swimwear – all day, every day.

Although most of us scurried to the mall to get swimsuits, it’s safe to say it was a disappointing experience. But not to fret because influencers, who know this feeling all too well, decided it’s time to make a difference. It’s time to make a swimwear brand. #notspons

We’re talking about Egyptian actress, influencer and model Salma Abu Deif who just announced her swimwear brand that’s launching oh-so-soon

Salma took to her Instagram to make the announcement, captioning the post “Elma is a carefully tailored swimwear brand created to suit all bodies. I have seen a gap in the swimwear market that makes it difficult for women to find what suits them and their body type – it’s a constant struggle that I have seen everywhere. I aim to create not only a brand but an environment and community that celebrates and embraces natural beauty in all the forms it comes in. This is Elma. Your second skin.”

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According to Salma, she’s been tirelessly working on this for the past 3 years. Can you imagine? All while working on her acting career which has been absolutely booming!

Absolutely amazing!