LG and Salama Mohamed Reflect on a Meaningful Brand Journey

A Year of Impactful Collaboration

From May 2024 to May 2025, LG Electronics Gulf forged a meaningful partnership with the renowned Emirati influencer, entrepreneur, and advocate Salama Mohamed. This collaboration was more than boosting brand visibility or influencer presence. It was built on shared values: optimism, innovation, sustainability, and a commitment to human connection.

As the year-long journey comes to a close, LG reflects with pride on a partnership that brought authentic stories and impactful campaigns to life across the Gulf region.

More Than an Ambassador

Salama Mohamed’s voice brought sincerity, warmth, and conviction to LG’s "Life’s Good" and "Optimism Your Feed" campaigns. Through her engaging content, she introduced products like the LG WashTower™ and Summer Rookie Dehumidifier, but more importantly, she helped communicate how LG’s technology integrates seamlessly into modern life.

Salama often described LG’s philosophy as more than a slogan. For her, “Life’s Good” represented a mindset that helps turn everyday moments into something special. In her content, she highlighted how LG’s innovations bring comfort, simplify daily routines, and promote a lifestyle centered on joy, efficiency, and well-being.

Celebrating Key Moments

The collaboration was officially announced during the LG MEA Showcase in April 2024, where Salama joined LG in highlighting the new LG WashTower™: a sleek, space-saving solution that combines a washer and dryer.

Over the following months, her channels became a platform for introducing LG’s smart home innovations in ways that felt natural and inspiring. Whether demonstrating the convenience of smart laundry or promoting energy-efficient appliances, Salama added her unique touch: one that is grounded, community-minded, and visually rich.

A Partnership Rooted in Shared Purpose

Salama’s advocacy for sustainability, women’s empowerment, and mental wellness mirrored LG’s broader commitment to creating positive change. As the founder of the skincare brand Peaceful and a supporter of the UNHCR, her presence expanded LG’s connection to issues that matter.

Through joint initiatives, events, and digital campaigns, LG and Salama brought audiences closer to new technology, as well as conversations about how that technology can serve society.

Closing a Chapter, Keeping the Legacy

While the formal ambassador partnership concluded at the end of May 2025, the resonance of the content and the connection built with audiences continues. LG expresses deep appreciation to Salama Mohamed for her role in this journey. Her authenticity and clarity brought LG’s values to life, and her audience’s engagement proved just how powerful a values-first partnership can be.

Thank You, Salama

The LG x Salama Mohamed partnership was a shared narrative of optimism, purpose, and possibility. As LG continues to innovate and lead in technology, the stories created through this partnership will remain a testament to how the brand connects with local communities in the Gulf.

Stay connected with LG Gulf and Salama Mohamed’s social media channels to revisit highlights and explore what’s next. Because even as this chapter ends, the story of optimism goes on.