Tell us about yourself and your background.
My career started on Wall Street and evolved into managing my family’s shipping business for two decades. This taught me financial discipline, complex operations, and global logistics, shaping my approach to business with precision, accountability, and scalability. With an entrepreneurial instinct, I was drawn to innovation, leading me to create Herbal Essentials, a skincare brand combining nature and science. We sourced Himalayan spring water, developed clinically tested products, and expanded to over ten countries while building from scratch during a global pandemic. This taught me trust, consistency, and credibility, lessons I apply to Bien-Etre. The wellness industry often relies on averages, but we are unique, shaped by genes, habits, stress, and sleep. Our bodies tell stories generic plans can’t capture.
Tell us about your first entrepreneurial venture, Herbal Essentials.
Herbal Essentials was founded on the belief that nature, validated by science, offers the most sustainable path to great skincare. We developed clinically proven skincare powered by Himalayan mineral water pure, natural, and therapeutic and scaled the brand into Europe, the Middle East, and Asia. It was a lesson in endurance and agility. Building a brand with limited capital forces you to be creative, disciplined, and resourceful. You learn to turn obstacles into advantages, and that mindset never left me.
How has your experience with building Herbal Essentials helped you with the launch of your new venture, Bien-Etre?
Herbal Essentials focused on the outside in. Bien-Etre works from the inside out.
Bien-Etre is about measurable health at the cellular level. The biggest lesson I carried forward was that authenticity and evidence must go hand-in-hand. Consumers today don’t just want to look better they want to know why something works, see the proof, and understand the process. Bien-Etre builds that bridge between science and self. It’s the evolution of wellness from topical transformation to cellular understanding, where every recommendation is informed by real data, not guesswork.
How is Bien-Etre revolutionising personalised wellness?
Bien-Etre unites advanced diagnostics, data science, and human-centred design to make longevity measurable, personal, and profoundly human.
Our flagship NAD⁺ Optimisation Plan helps people understand and restore one of the body’s most essential molecules for energy, repair, and vitality. By age 40, your NAD⁺ levels can decline by up to 50%. That decline is linked to fatigue, slower recovery, and visible ageing. Our approach begins with an intracellular NAD⁺ test a detailed look inside your cells and continues with targeted supplementation and progress tracking via a digital dashboard.
We translate complex biology into clarity. We deliver actionable insights people can apply immediately to feel and function better. It’s science translated into daily life and that’s where true wellness begins.
As a company, what are your core values?
Our philosophy is Beyond Average. For too long, wellness has been built on population averages, but averages don’t tell the individual’s story.
Our values reflect that belief:
- Truth Over Trends – We base everything on evidence, not hype.
- Empathy in Every Interaction – People first, data second.
- Integrity in Clarity – Science must be transparent and understandable.
- Progress, Not Perfection – Longevity is a lifelong practice, not a quick fix.
At Bien-Etre, we deliver science that feels human: intelligent, rigorous, but always warm and real.
How have you growing the brand?
Our strategy is to grow thoughtfully, not just quickly. We’re launching in the UAE as the region’s first integrated longevity diagnostics platform, building the brand to establish trust from day one.
We’ve assembled a Scientific Advisory Board of world-leading experts in genomics and metabolism, and we’re partnering with clinics, wellness operators, and corporate wellness programmes aligned with our values.
In parallel, we’re preparing our UK launch in 2026, introducing Bien-Etre’s digital platform and subscription ecosystem to a new market hungry for credible, evidence-based wellness solutions. Our growth strategy is grounded in credibility, community, and education because lasting impact is created through trust, not hype.
What is your current focus?
We’re focused on scaling our Precision Preventative Wellness offering across the GCC and UK markets. This includes the rollout of our NAD⁺ Optimisation Plan and Longevity Screening Programme, both designed to give users measurable insight into their biological health.
Behind the scenes, our team is developing a digital ecosystem that turns diagnostic results into a personalised health roadmap supported by AI-driven recommendations and lifestyle tracking.
We’re also expanding our corporate wellness partnerships, helping businesses understand how improving cellular health can enhance energy, focus, and productivity across their teams.
What has been your biggest career success?
Success for me isn’t a moment – it’s momentum.
At Herbal Essentials, it was proving that an idea born from passion could become a recognised brand. At Bien-Etre, it’s about creating something far more transformative – pioneering a new category where people can understand their health in measurable, personalised ways.
The real success lies in seeing our philosophy come to life – watching people engage with their biology, learn something meaningful about themselves, and feel empowered to take action and feel better
What do you see as the future of the health tech and beauty industry?
The industry is shifting from purely aesthetic treatments to holistic wellness that prioritizes internal health alongside external beauty. Taking a lead from the US, the wellness market is valued at $2 trillion and growing at 10% annually-more than double the rate of traditional beauty.
This trend is driven by younger consumers: Gen Z and millennials comprise 41% of wellness spending. Gen Z spends 56% on preventative health versus 44% on episodic care, ranking appearance alongside mental health and sleep as top priorities. Currently, 84% of US consumers consider wellness a top priority, with Gen Z 66% more likely to use fitness trackers and wellness apps.
The wearables market validates this convergence with one in three Americans now using wearable devices to track health, and over 80% share this data with healthcare providers, demonstrating how wellness monitoring has become integral to both daily life and medical care.
What is your vision for the company over the next decade?
To be the leading regional platform or eco-system for all things to do with wellness. Yes, it’s a big challenge but we have cutting edge technology and diagnostics and our mission to make health span accessible means we can reach more people and improve lives.
Where can readers find out more?
