Rosie Khaledi opened her first salon at the age of 22 in Swiss Cottage, North West London. Her approach to hairdressing developed around creativity, quality and consistency, drawing inspiration from international fashion and popular culture.

After completing her hairdressing and beauty qualifications, Rosie continued training with brands including Wella, Redken and L’Oréal. Her salon experience and interest in individual style form part of the story behind Mad Lillies, connecting a London hairdressing background with hair and beauty care in Dubai.