From Toothbrush to Business Empire
His biodegradable toothbrush has sold millions of units worldwide, but Noel Abdayem is far from finished. As one of Sweden’s most prominent entrepreneurs, he is constantly on the lookout for new sustainable investment opportunities.
With doctors and dentists in the family, Noel Abdayem was expected to follow an academic path. He completed his dentistry degree and began his career, but was driven by a desire to innovate, challenge norms, and create something of his own. Already during his studies, he identified a gap in the market for sustainable oral care products and founded The Humble Co. What started as a simple bamboo toothbrush soon exploded into a global brand.
– Building a company is about understanding risks and daring to make mistakes. No school can prepare you for that. You have to try, fail, and learn along the way. I've learned to take calculated risks, says Noel Abdayem.
He trusted his gut and left dentistry behind. Today, he has built a business empire. As Vice CEO and Board Member of the publicly listed Humble Group and founder of the investment firm NCPA Capital, Noel Abdayem is a force to be reckoned with, but the road has been far from straightforward.
– I didn’t take in external capital for seven or eight years. I financed everything myself, product development, upfront payments to factories, and long customer payment cycles. It was tough, but I wanted to retain control and not let investors dictate my vision.
Today, he knows that the right financial partners can be critical, but it’s not just about the money. To grow, entrepreneurs need financial solutions tailored to their reality.
– A financial partner who doesn’t understand the dynamics of entrepreneurship is more of a brake than an accelerator. You need to be agile, fast, and see the whole entrepreneur, not just the numbers. Financing is only one part of the equation. Access to the right expertise and network can be the difference between a stagnant company and one that grows globally.
Today, Noel Abdayem invests in companies that share his vision of long-term thinking and sustainability. He sees how banks and investors hold enormous power to shape the future business landscape.
– Banks influence which companies get to grow. They can direct capital to companies that combine commercial drive with sustainability and social responsibility. It’s absolutely crucial that banks and investors actively support companies with a sustainability focus and create clearer incentives for entrepreneurs to develop long-term business solutions.
The next step for Noel Abdayem is to continue driving and developing companies, identifying investment opportunities, and helping other entrepreneurs succeed.
– My advice to banks and investors is to look beyond traditional financial metrics. Understand the vision, the business model, and the entrepreneur behind the company. That’s how a financial partner stays relevant in the future.