Charles-Moulham Beaucaire (EXEC M19): “Syria is a deep part of my identity, just as France”

10 years ago, Charles-Moulham Beaucaire (EXEC M19) fled the war in Syria and made a new life for himself in France, juggling between film, luxury, communication, and food industries. He reflects on that buzzing decade as a new chapter is opening in his birth country.

ESSEC Alumni: What events led you to leaving Syria? 

Charles-Moulham Beaucaire: A fresh graduate in finance, I was walking toward my office in Damascus, just trying to go through the motions of a normal day. Suddenly, I heard this “izzzzz” sound as a rocket flew by, so close to my ear that it was like time froze. A second later, it exploded, and the world around me went silent. I felt dust covering my face, just like in those war movies where everything is in slow motion, the ringing in your ears drowning out all other sounds. I looked over and saw my best friend, Artin. People around us were scrambling, running in all directions. I screamed at him, ‘Run!’ But he just looked back at me, cracked a half-smile, and yelled, ‘We’re not faster than rockets.’ It was one of those strange moments where fear and humor meet; even then, we somehow found it in us to laugh at the absurdity of it all – no electricity, no reliable transportation, and an atmosphere of danger that was impossible to escape. The fear became so familiar, so constant, that it felt like we weren’t really living anymore, just surviving. Every day was about getting through, rather than moving forward. This is why I knew I had to leave. It wasn’t easy. But in those days, staying felt like waiting for an inevitable death. I wanted a life where I could dream of a future.

EA: How did you get to come and stay in France?

C.-M. Beaucaire: Contrary to what most people think, the war in Syria didn’t make it easier for cases like mine. I tried to apply to some universities in Grenoble and Paris to continue a master’s degree but I just got automatic answers of refusal. So I first had to leave for Lebanon, study for a while, and then try again. Eventually, through sheer determination and the support of a few kind souls who believed in my potential, I managed to secure a place in France.

EA: Why did you choose this country? 

C.-M. Beaucaire: I wanted to follow in the footsteps of Amin Maalouf, who arrived in Paris when he was 26 – the same age I was when I arrived. At that time, his novel Les Désorientés had just been published, and I felt like I was Adam, a stranger in my own city. My French friends warned me: "Paris isn’t France". Hence I travelled the country and fell in love with its savoir-faire, beautiful weather, and warm people. From the charming villages of Provence to the rugged coastlines of Brittany, every corner of France has its own unique charm. Here, I found not just a refuge, but also a home. That's why I added Charles to Moulham; I wanted to have a French name, I wanted to belong. 

EA: In France, you started out as a filmmaker. How come you followed this new path? 

C.-M. Beaucaire: It was my teenage dream; I always wanted to be a film director. So when the opportunity came to pursue a Master’s in Cinema at EHESS, I seized it. While I took the theoretical courses, I chose practical seminars for my electives — learning how to write a scenario, film, and edit. I took my graduation project to another level. While my colleagues filmed metro stations or their grandmothers at home as homework, I created a fiction short film with a very famous Syrian TV actress, who was also a refugee in Paris. I offered her the role of a Christian Syrian lady of Armenian origins, portraying a vision of a future Syria that embraces everyone, regardless of religion or color. And that’s how Mirage was born. The film travelled the world, and for a brief moment, I got my 15 minutes of fame. My short film even aired on TV and was featured on France 24 and BBC!

EA: Are you still pursuing activities in filmmaking nowadays? 

C.-M. Beaucaire: Do you have a contact at Netflix? I have two projects that need production! But seriously, as I now work in communication at L’Oréal, my focus has shifted towards content creation, corporate brand, and image. I enjoy watching prize-winning commercials and following creative directors. The essence of storytelling and visual creativity continues to influence me.

EA: Alongside, you also founded a Syrian restaurant in Paris. How did that come about? 

C.-M. Beaucaire: Life has a way of leading us down unexpected paths. If I had secured a typical CDI, I might never have considered it. At the start of 2020, with ESSEC, SDA Bocconi, L’Oréal, and BNP Paribas on my CV, I was confident I’d find a job easily. But then Covid struck, and as the world panicked over toilet paper, I was anxious about my French nationality application and the risk of rejection due to unemployment. During those uncertain days, I heard that restaurants were expecting huge losses, and some were starting to sell. I saw an opportunity. Inspired by the words of Khalil Gibran, “Your living is determined not so much by what life brings to you as by the attitude you bring to life,” I decided to bring the Syrian culinary experience to France. I was the first to introduce Knafé in Paris, and now you can find it in many other places. I also brought Fatté, the Damascene weekend ritual, where fathers cut bread into pieces, add chickpeas, a layer of yogurt with tahini, and top it with hot toasted pine nuts. And along the way, I also launched a Syrian wine, which was an idea I actually first drafted during my studies, just as a dream. All in all, La Maison du Knafé was an embassy of sorts, a way to promote Syria’s culture and heritage, and to stay connected to my roots. It was also my laboratory to apply everything I had learned at ESSEC. I was the CEO, the S&OP, the accountant, the social media manager, the marketing director, and finally, the HR. 

EA: You are now an executive at L’Oréal and have been for about 3 years. What is your job there? 

C.-M. Beaucaire: In 2018, I had the chance to do an internship in marketing at L’Oréal Paris, and I loved the group. By the end of 2021, when I felt the restaurant was strong enough to continue and grow without me, I decided to return. I now work in the communications department, where I get to combine creativity with strategy. My role involves crafting narratives and organizing events that resonate with our audience. 

EA: As with your wine brand, you are tapping into the luxury business. How and why did you develop an expertise in that area? 

C.-M. Beaucaire: I was born into a family that worked in the diamond industry. As a child, I would often go with my father to open our jewelry shop after school. After the war, we moved to Lebanon for a couple of years and collaborated with the Armenians, who are renowned for their craftsmanship. Later, ESSEC played a significant role in shaping my expertise. Through the Executive Master in Luxury Management, I travelled the world — from Paris to Milan, Singapore, and Dubai — meeting the best in the industry and learning from the CEOs of the most famous brands. I further honed my skills by participating in organising great events like Roland Garros and the Davis Cup. When I joined L’Oréal, I worked on launching the collection Absolue Les Parfums de Lancôme and then joined the luxury division. 

EA: Last but not least, you are now operating a Fantasy Tennis game, GoFantasyTennis.com. How does it work? 

C.-M. Beaucaire: I have been playing football fantasy games for 15 years; why not have a tennis fantasy game? Everyone can play. Before each tournament, you create your team and compete with your friends by creating private leagues — one for family, one for work, or more. You can also join public open leagues. You gain points based on your accurate predictions of the players you choose. We count every ace, set, and match.

EA: Who do you work with on this project?

C.-M. Beaucaire: I started working on this project in 2020 and applied for the Parisian incubator La Ruche. I won a competition that granted me a year with their experts to develop the commercial aspects. Then I started looking for an engineer and developer to help me on the technical aspects and, in a twist reminiscent of The Alchemist, the person with the right profile turned out to be a friend from Syria, who came to France with me ten years ago. I am very thankful for his dedication and hard work to make this game the best in the market. 

EA: What are your ambitions with this project? 

C.-M. Beaucaire: We are looking for a major sponsor to buy the naming rights – a bank or a luxury group – so all the tennis fans in France will have their logo on their phones. I see the visibility potential of this game as higher than most tennis tournaments. And I prefer to find that one sponsor to give the fans the best user experience without the need for ads. I also want to try participating in the Shark Tank TV show, maybe the Dubai or Saudi Arabia version. It’s an exciting opportunity to reach a broader audience. I am confident we will succeed. The fantasy game business is thriving both in France and abroad. It’s a growing market with passionate communities. 

EA: You are juggling with many activities simultaneously. How do you manage? 

C.-M. Beaucaire: We all have hobbies that occupy our free time. I am fortunate that my hobby is entrepreneurship. On weekends, I have meetings with potential partners. Whenever I come across an idea, I write it down because I know that one day I will find the right person to partner with and bring it to life. When I enter a place, I don’t just look for a chair to sit in: I do a quick scan of their business model, how they are organised, and what I can learn from them – the packaging, the uniforms, everything. The same goes for event management. When I attended the Olympics, I was keen to observe the organisation, the gifting, and the user experience to learn from and apply to my own work. Balancing these activities is about integrating my passion for entrepreneurship into every aspect of my life. It keeps me energised and constantly learning.

EA: In light of recent events, do you want to go back to Syria? 

C.-M. Beaucaire: I definitely want to visit Syria one day soon! Who would have truly believed that the regime would collapse? It took me a month to believe it was true. Now, I feel like I had been asleep for 10 years, and suddenly, I have access to 100% of my brain's potential. Everything sounds clear and easy to do. I have a new found confidence. For years, I was shy, maybe as a way to survive. The weight on my shoulders from worrying about my family during the war has turned into happiness. I'm lucky to still have my parents and sisters in Damascus. Granted, the situation remains unclear, but that is normal. No one expects Syria to become peaceful and prosperous overnight after a decade of war. However this is an opportunity to rebuild on the right foundations. You don't get this chance often in the life of a nation. I'm lucky to witness this era. And I would love to play my part in the process. I have always dreamed of pursuing a PhD in communications, with a title like "Rebranding Syria". As it happens, Wasseem Kadoura, a renowned Syrian designer based in Germany, has been entrusted by the new Syrian administration to assemble a team of brilliant Syrian minds to reimagine the visual identity of the new Syria. We spoke recently, and who knows, perhaps I will have the honor of contributing thanks to the invaluable experience I gained in France and at L’Oréal. This would be a way to celebrate the fact that Syria is a deep part of my identity, just as France has become a part of who I am.

Interview by Louis Armengaud Wurmser (E10), Content Manager at ESSEC Alumni

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