After finishing her education, she decided to apply her knowledge and skills to help the people of Tunisia. Today, she is an entrepreneur who operates an e-commerce website selling local, healthy, and environmentally friendly products.

Fatma Midani (photo), a Tunisian entrepreneur, is the co-founder and CEO of Soul & Planet, a platform that connects local producers with customers seeking healthy and eco-friendly products. Founded in 2020, Soul & Planet is a tech platform that markets ecological products in Tunisia.

Initially focused on individuals, Soul & Planet quickly diversified to include businesses, helping them improve their environmental and social footprint by influencing their employees' consumption habits. "Soul & Planet's principle is to buy and resell healthy and eco-friendly products (food, cosmetics, decor) through e-commerce. It's important to note that we developed our community before selling the products. This allowed us to accurately identify and meet our customers' needs. Favoring short supply chains, our suppliers mainly come from Tunisia," explains Midani.

The products available on the platform are designed to save water, reduce CO2 emissions, improve consumer health, support the local economy, and create jobs within micro and small enterprises. Soul & Planet is also a partner of the Tunisian government for reforestation projects.

In 2021, Midani co-founded Ceos Club, a knowledge-sharing and managerial resource hub for entrepreneurs, founders, and business leaders. She graduated from the Higher Institute of Fine Arts of Tunis with a bachelor's degree in product design in 2015 and holds a master's degree in product design from Sapienza University of Rome, obtained in 2019. Before venturing into entrepreneurship, she worked as a UX designer at Conte.it, an Italian brand of the Admiral Group, from 2018 to 2019.

Melchior Koba