Nadeen Ayoub, a 27-year-old Palestinian-Canadian model, wellness coach, and humanitarian, has captured global attention as the first-ever representative of Palestine at the Miss Universe 2025 pageant, set to take place on November 21 in Pak Kret, Thailand. Her historic participation marks a significant milestone for Palestinian representation on an international stage, blending cultural advocacy with a powerful message of resilience and empowerment. Born in the United States, raised in Canada, and now residing in Dubai, Ayoub’s journey to the Miss Universe stage is as multifaceted as her background.
A Multicultural Journey: From Jaffa to Dubai
Nadeen Ayoub’s story begins with her Palestinian roots, tracing her family’s origins to Yafa (Jaffa) in historic Palestine. Her childhood was a tapestry of cultural experiences, spent between the West Bank, Canada, and the United States. Raised by her father, a lawyer, and her mother, an educator, Ayoub was exposed to diverse perspectives that shaped her worldview.
She spent significant time in Ramallah, where she later taught at the Friends School, fostering her deep connection to her Palestinian heritage. Her time in Canada, particularly in London, Ontario, where she attended high school and later pursued a Bachelor’s degree in literature and psychology at the University of Western Ontario, equipped her with the intellectual tools to navigate complex social and cultural landscapes.
Now based in Dubai, with periods spent in Ramallah and Amman, Nadeen Ayoub has embraced her identity as a “Palestinian international citizen.” She describes this blend of global experiences and Palestinian pride as her “art,” a unique combination that informs her advocacy and public persona.
Her multicultural background has not only enriched her perspective but also positioned her as a bridge between communities, using her platform to amplify Palestinian voices while engaging with a global audience. This international upbringing, coupled with her education, has made her a compelling figure in the world of pageantry, where she seeks to challenge stereotypes and highlight the resilience of Palestinian women and children.
Earlier this month, 27-year-old Nadeen Ayoub made history as the first-ever representative of Palestine at the upcoming Miss Universe pageant. We met her to talk about her historic debut and the importance of showing the world that Palestinians are more than headlines. pic.twitter.com/EyRe6HEhIG
— The New Arab (@The_NewArab) August 27, 2025
Nadeen Ayoub’s journey into pageantry began after her university graduation, driven by a desire to represent her heritage on a global stage. Her first major breakthrough came in 2022 when she was crowned Miss Palestine and competed in the Miss Earth pageant in Manila, Philippines.
There, she made history as the first Palestinian to participate in the competition since 2016, finishing in the top five and earning the title of Miss Earth Water 2022. This achievement set the stage for her current role as Miss Universe Palestine, a title she carries with a profound sense of responsibility, particularly in light of the ongoing humanitarian crisis in Gaza.
Breaking Barriers: Advocacy and Empowerment
Beyond the glitz of pageantry, Nadeen Ayoub is a dedicated advocate for Palestinian women and children, using her platform to address pressing humanitarian issues. Her initiative, Sayidat Falasteen, is the media arm of the Miss Palestine Organization, which she founded and manages. Through this platform, Ayoub shares stories of Palestinian women’s resilience, creativity, and ambition, often highlighting entrepreneurs and community leaders who defy the odds.
For instance, she has spotlighted women like Howaida Abu Yaacoub, a soap maker who built a family business despite significant challenges, showcasing the strength and ingenuity of Palestinian women. Nadeen Ayoub’s advocacy extends to environmental sustainability through her Dubai-based Olive Green Academy, the first institution in the UAE dedicated to training women in sustainability and artificial intelligence.
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The academy empowers Palestinian women to build eco-friendly businesses and become climate ambassadors, aligning with Ayoub’s broader mission to promote sustainability and innovation. Her work in this area reflects her commitment to creating tangible opportunities for women, particularly those in marginalized communities, to thrive in fields traditionally dominated by men. Her humanitarian efforts also include raising awareness about the collapse of mental health services in Gaza, with a particular focus on the psychological toll of conflict on children.
As a psychology student and certified wellness and nutrition coach, Nadeen Ayoub brings a unique perspective to this issue, emphasizing the need for global attention to the mental health crisis in Palestine. She has worked with organizations like United in Humanity, a Washington-state nonprofit focused on humanitarian missions in Gaza, further solidifying her role as a humanitarian advocate.
Ayoub’s participation in Miss Universe 2025 is not just about competing for a crown; it’s about leveraging a global platform to humanize Palestinians, challenge stereotypes, and advocate for those whose voices are often silenced. Ayoub’s decision to postpone her Miss Universe participation after the October 7, 2023, Hamas attack on Israel and the subsequent escalation of conflict in Gaza underscores her commitment to prioritizing her people’s struggles over personal ambition.
She told The National, a UAE-based publication, that she chose to focus on advocacy behind the scenes, stating, “The spotlight was supposed to be on the people in Palestine who are suffering, rather than me.” Her return to the pageant stage in 2025 reflects a renewed determination to use her visibility to highlight Palestinian resilience, particularly in the face of ongoing geopolitical tensions.
The Controversy: Questions of Legitimacy and Representation
Despite her achievements, Nadeen Ayoub’s title as Miss Palestine has sparked controversy, with some questioning the legitimacy of her crown and her representation of a nation that many countries do not formally recognize. Reports, particularly from outlets like the New York Post and VINnews, have raised doubts about the existence of a Miss Palestine pageant in 2022, noting a lack of records, contestants, judges, or media coverage for the event.
Ayoub is listed as both the founder and manager of the Miss Palestine Organization, which registered its website in May 2024, nearly two years after she claims to have been crowned. Critics argue that her title may have been self-appointed or purchased, a practice not uncommon in some pageantry circles where “appointed titles” can cost between $5,000 and $10,000.
The absence of transparent documentation about the Miss Palestine pageant has fueled skepticism, with some calling her title a “beautiful lie” and questioning how a woman born in the U.S., raised in Canada, and living in Dubai can authentically represent Palestine. Her brief teaching stint in Ramallah and work with Gaza relief organizations are cited as her primary connections to Palestine, which some detractors argue are insufficient to justify her role as a national representative.
Additionally, her reference to “genocide” in Gaza during a 2022 interview drew criticism from Israeli media and some beauty influencers, who questioned her alignment with Miss Universe’s values of unity and peace. On the other hand, Ayoub’s supporters argue that her Palestinian heritage, rooted in her family’s history in Jaffa, and her advocacy work make her a fitting representative.
The Miss Universe Organization has defended her participation, stating that all applications are carefully reviewed and that Ayoub embodies the resilience and determination central to the pageant’s mission. Her supporters on social media, numbering over 1.1 million on Instagram, have celebrated her as a trailblazer, with many hailing her participation as a historic step for Palestinian visibility. Some have expressed concerns about her safety, citing fears of political backlash from Israel, with Reddit users warning that her high-profile role could make her a target.
The controversy is further complicated by the geopolitical context. Palestine’s inclusion in Miss Universe comes at a time when several countries, including Armenia, Spain, Ireland, and Norway, have moved to recognize Palestinian statehood, while others, like the U.S. and Israel, do not.
Ayoub’s participation alongside Miss Israel Melanie Shiraz-Asor is expected to draw significant attention, given the political sensitivities surrounding the Israel-Palestine conflict. Despite these challenges, Ayoub remains steadfast, emphasizing that her role is about amplifying the voices of Palestinian women and children, not engaging in political disputes.
Nadeen Ayoub’s journey to the Miss Universe 2025 stage is a testament to her resilience, ambition, and commitment to her Palestinian heritage. From her multicultural upbringing to her groundbreaking achievements in pageantry, she has carved a unique path as a model, wellness coach, and humanitarian. Through initiatives like Sayidat Falasteen and the Olive Green Academy, she is empowering Palestinian women and advocating for sustainability and mental health awareness.
While controversies surrounding her Miss Palestine title highlight the complexities of representation and legitimacy, Ayoub’s supporters see her as a powerful symbol of hope and resilience. As she prepares to step onto the global stage in Thailand, wearing a traditional tatreez-embroidered gown by Palestinian designer Hiba Abdelkarim, Ayoub carries not just a title but the weight of a nation’s aspirations. Her story is one of breaking barriers, challenging stereotypes, and using beauty as a platform for advocacy, making her a figure to watch in the evolving narrative of Palestinian representation.