Ved established her e-commerce brand Nessa in 2021. Today, the company stocks 14,000 products from 250 brands, of which 25 are indie brands exclusive to Nessa. The platform allows users to shop through video tutorials made by local influencers and beauty experts and uses AI, consumer intelligence, and predictive analytics to match consumers and sellers. According to Ved, sales of the company have increased 300% over the last year. Ved has committed to donating a percentage of sales to female laborers in the U.A.E.