Maalouf opened her prime atelier in Beirut in 1996. Today, her namesake brand is present in 48 countries, with 150 brand boutiques. In 2021, Egyptian actresses Arwa Gouda, Yousra, Asmaa Galal, and others wore her dresses to El Gouna Film Festival . That same year, the company launched an outlet e-shop to sell or transform older pieces. Its designs have been spotted on celebrities such as Lady Gaga, Haifa Wehbe, Yousra, Iggy Azalea, Kelly Clarkson, Kesha, and Gwen Stefani.