Tala Al-Sahsah: A Strategic Force in Health Innovation Across Saudi Arabia and Beyond

A Saudi Entrepreneur's Journey of Building Scalable Ventures, Transforming Wellness, and Inspiring a New Generation of Leaders

In a region undergoing rapid transformation, Tala Al-Sahsah exemplifies the rise of a new class of strategic, purpose-driven entrepreneurs. As the founder and CEO of both DOOS and TAN Group, her trajectory highlights how clear vision, operational excellence, and personal resilience can build impactful ventures in high-growth sectors like health and wellness.

This article offers a deep dive into Tala’s unique path relevant for aspiring founders, business strategists, and regional investors seeking models of sustainable innovation in Saudi Arabia.

Identifying a Market Gap: The Genesis of DOOS

Building a Purpose-Led Delivery Platform

Launched in 2022, DOOS was born from Tala’s direct understanding of the increasing demand for reliable access to health and wellness products in the Kingdom. Instead of waiting for the market to evolve, she acted decisively—leveraging technology and operational efficiency to meet that need.

Within its first year:

• Onboarded 40,000 active users, delivering over 50,000 orders.
• Captured 70% market coverage through just four retail partners.
• Maintained a 23-minute average delivery time.
• Generated over 14 million social media impressions monthly.

What distinguishes DOOS is that it was not only data-informed but mission-driven—rooted in Tala’s personal commitment to wellness and consumer advocacy.

“Effective strategy begins with empathy. When you build for people, results follow.”

TAN Group: Scaling Health Access Regionally

A Distribution Powerhouse with Strategic Precision

Founded prior to DOOS, TAN Group is a testament to Tala’s foresight in regionalizing access to functional foods, healthcare, and wellness products. With operations spanning Saudi Arabia, UAE, Qatar, Jordan, and Egypt, TAN Group plays a pivotal role in bridging global health brands with Middle Eastern consumers.

Key differentiators:

• Entry consulting and compliance navigation for international health and beauty brands.
• Robust regional distribution infrastructure.
• Strategic localization and demand mapping.

What makes this journey exceptional is that TAN Group was bootstrapped—grown organically without institutional investment. Tala scaled it from a small family operation to a trusted player, emphasizing fiscal discipline and execution quality.

Navigating Leadership, Personal Adversity, and Public Visibility

The Human Side of Strategic Leadership

Tala’s professional growth is paralleled by a deeply personal journey. In an episode of The Mo Show Podcast, she offered insight into the complexities of:

• Leading through personal challenges, including divorce.
• Balancing motherhood with high-pressure business execution.
• Publicly representing a modern, values-driven Saudi woman in leadership.

Her transparency resonates with founders navigating similar pressures—showcasing that strategic leadership includes emotional intelligence, self-awareness, and the willingness to be seen.

“Leadership is not about perfection—it’s about presence, adaptability, and purpose.”

Strategic Insights for Emerging Founders

Lessons from Tala’s Playbook

1. Identify and Validate Real-World Problems
DOOS succeeded because it was grounded in market demand—not theoretical disruption.

2. Prioritize Speed with Purpose
Tala focused on fast execution, but ensured alignment with long-term brand values.

3. Build a Brand That Reflects You
Her public storytelling adds authenticity and depth to both her ventures.

4. Grow Regionally with Cultural Intelligence
TAN Group exemplifies how localization and precision can lead to sustainable scale.

Academic and Professional Foundation

Tala holds a degree from Bentley University, a top-tier institution for business studies. Her education provided foundational skills, but her real distinction lies in her ability to operationalize strategy into measurable impact—something cultivated through continuous learning and market feedback.

Strategy Rooted in Purpose

At Code of Strategy, we highlight founders like Tala Al-Sahsah because they embody what it means to lead with clarity, credibility, and conviction. Her work across DOOS and TAN Group proves that true innovation is not only about product—but about vision, execution, and values.

Strategy is a lived practice. Make every decision count.

Build not just to launch—but to lead.

For founder nominations or partnership inquiries, please contact the editorial team at Code of Strategy.

Featured Media & Platforms

• 🎧 Mo Show Podcast – Episode 86
• 📹 YouTube Interview
• 🔗 LinkedIn