Today, they unite to form a powerful new narrative: healing that is rooted in cultural heritage and enhanced by scientific advancement, offering care that is personalized, holistic, and deeply effective. Leading this transformation is a diverse group of creators, healers, scientists, and entrepreneurs who are redefining wellness through heritage, innovation, and integrity. 

From revitalizing centuries-old natural products to developing cutting-edge therapies, these pioneers are shaping the future of health and self-care. We call them the Wellness Vanguard, visionaries building a new paradigm of well-being grounded in tradition and technology. 

This dynamic group includes experts like Abdullateef Fouzan from Kuwait, whose bamboo bedsheets promote restful and rejuvenating sleep through natural comfort. Adel Al Qasem and his sons, Saeed and Mohammed, from Jordan, harness the mineral-rich powers of Dead Sea salts for skin rejuvenation. Dr. Bader Hassoun, along with his sons Ahmed and Amir, is steward of Lebanon’s legendary 800-year-old Khan al-Saboun and its organic, time-honored soaps. 

The Vanguard also features Hadeel and Abir Agab, who bridge Sudanese heritage with modern skincare performance. Javed Ahmed Bhatti offers the purest Himalayan salts, sourced from ancient Pakistani caves. Oqba Abo Zain Aldin from Syria crafts luxury soaps that honor his heritage through laurel and Aleppo soap traditions. Innovation continues with Mouna Abbassy from Morocco, who reinvents traditional Moroccan skincare through fresh, effective formulations. Lucia Kremer from France advances skin health and relaxation with the latest in red light therapy technology.