Sisters and business partners Reem and Natalya Kanj founded EGO & EAST in 2016. In 2022, they announced its merger with Maison Pyramide. The agency covers MENA, France, Italy, and the U.S. EGO & EAST represents regional celebrities like Karen Wazen, Mo Al Turki, Noor Taher, Rakeen Saad, Zeyne, and Nora & Khalid across regional and international campaigns.