Forbes 30 under 30: Toufiluk, The Lebanese brain who leveraged comedy into beauty

Toufic Braidi, the famous Lebanese comedian and content creator based in London, has added another accolade to his career. He was just listed in the coveted Forbes 30 Under 30 2025, a recognition of Antati’s success, his new brand which is revolutionizing the skincare industry. Although this award is an honor, he has other milestones in his trajectory that make him equally overjoyed. One rainy Friday afternoon, he was happy to share his story with the Beiruter in an elegant Saifi coffee shop, on his one-day visit to Lebanon.

A trail forged through comedy

“Comedy has always been a part of me”, admits Toufic. As a university student in King’s College London, where he moved when he was seventeen and a half, his page gained momentum. Starting with his skits in 2017, he brought levity to an appreciative audience that grew to an outrageous number. 

His skits were relatable which translated to likes, comments and shares, allowing him to grow his following. What’s more, his content was real, uncontrived, making people feel close to him, like he was family in some way. This contributed immensely to his success on social media.

When he finished his studies and built his own business, his excitement shifted to doing something meaningful. His content evolved from pure comedy to a lot of informative stories on skincare.

An outsider made his way in

His page mocked realities in our Lebanese society, all in good fun. A lot of people would misinterpret his content and think he was a bully. Ironically, he was misunderstood as a child. “I was over the top, a free bird”. On his twelfth birthday he had a party and none of his classmates from his old school attended. His mom made the most out of a bad situation, lifted his spirits, and told him not to care. At least his cousins were there, and he had plenty of fun in the end.

At merely fourteen, he was friends with his twenty-two-year-old chemistry teacher, to this day they are good friends. Despite the hardships, he always believed in himself and his capabilities, and knew they were phases that would pass.

His mom was the best role model. “You can do the impossible. As long as you believe it, you can do it”, she used to say to him. With that conviction in mind, he created Antati.

Feeling there was a gap in the market for genuine skincare made in the Arab world, he decided to take the leap into the business world less than a year ago. A background in biomedical engineering has armed Toufic with the proper knowledge to tackle such an endeavor and to expand worldwide in a short amount of time. His products are formulated by Antati in-house, in their own lab, with their own production line, shipping to 130 countries. “It’s my baby, I’ve built something from the ground up. It’s nice to see people respond well and enjoy what I’ve created”.

Toufic has a bold goal on the horizon, a sunscreen with a peculiar choice of ingredients. With dermatologists recommending mineral sunscreens, Toufic is going chemical. “According to recent findings, the two big minerals in sunscreens, Titanium Dioxide, an irritant, and Zinc Oxide, an endocrine disruptor, are detrimental to the skin”, explains Toufic. “What’s more, older versions of chemical sunscreen use oxybenzone, potentially carcinogenic compounds which are harmful for the skin".

A path muddled with challenges

Toufic is a vocal man, his method is provocative. How he behaves off-camera, and the controversial content he puts forth tend to rub some people the wrong way. He triggers negative backlashes, putting him in tough situations with suppliers and with his fulfillment center.

“For every problem there is a solution”, says Toufic. Regardless of the countless hurdles he faces on a daily basis, he remains adamant to succeed. What opinions people have formed of him are of no consequence to him.

“Believe in yourself, trust the process, and don’t let anyone put you down”, is the advice he would give young comedians who would love to follow in his footsteps. Thick skin must be developed if they were to put themselves out there in his manner.

No ceiling to ambition

After accomplishing so much at such a young age, the Lebanese entrepreneur shows no signs of slowing down. “The growth of my business, seeing more and more people trusting me”, is what excites him most. There are a lot of challenges arising daily, in scaling more problems come up.

Hilarious content that lifts spirits and science-backed products that enhance natural beauty are Toufic’s calling card. Prone to attack due to his unconventional marketing techniques, he is committed to placing transparency and authenticity at the forefront, and vows to always have his audience’s best interests and skincare needs at heart.

As we left Saifi, Toufic was stopped, yet again, by a family of four who loves his content. He spoke with them for more than ten minutes exchanging pleasantries, being as warm as can be. Witnessing his sincerity and giving spirit with fans that afternoon was proof of the extent of his positive influence on people of all ages.