Al Otaiba launched her brand in 2015. SemSem was built on a platform of philanthropy to support charitable efforts focused on female empowerment. Her designs have been worn by celebrities, including Blake Lively, Nicky Hilton, Halima, Kenza Fourati, Gigi Hadid, and Cynthia Erivo. Her designs are sold via platforms, including Ounass, TRYANO, Saks Fifth Avenue Middle East, Galeries Lafayette Doha, and NET-A-PORTER. Al Otaiba is also the Founder and CEO of Al Otaiba Investments.