Allum, a visionary skincare and wellness brand, has made its highly anticipated debut in Qatar. Founded in 2017, the brand is on a mission to deliver plant-based cruelty-free wellness products for the body, mind and soul. During an intimate retreat held at the serene Zulal Wellness Resort, Allum unveiled its Slow Beauty philosophy to a select group of influencers and industry leaders. The retreat offered a unique and immersive experience, allowing guests to fully embrace the brand’s conscious approach to eco-friendly, nature-based self-care for optimal well-being.

After five years of research and development, The Nourishing Elixir, Allum’s inaugural product is now available for everyone via the company’s website. The elixir is clean, vegan, fast-absorbing and rejuvenating with a natural oil formula inspired by the Arabian Peninsula where natural and traditional beauty practices have been passed down for generations.

Announcing the launch, Allum founder Abdulrahman Al Muftah, said that “As a child, I was drawn to the world of wellness, fueled by my mother's wisdom and passion for natural remedies and recipes. This was the beginning of my journey into the world of wellness.”

Al Muftah further added that “The Nourishing Elixir has unmatched benefits making it a must-have for anyone looking to elevate their skincare routine. We believe that beauty should be a slow and enjoyable experience and the elixir is a testament to that belief. This has also informed our choice of all-natural ingredients, which include Coconut, Jojoba, Hazelnut, Vitamin E, Antioxidants, Rice, Sunflower, Rosemary, and Olives. Therefore, our product is family friendly and can used by anyone including men who use it as a nourishing beard oil.”

Allum’s newly launched website now features updated product descriptions and details and a new extensive FAQ section for customers to learn more about the brand. Along with its new website, Allum has also announced the launch of its social media presence on TikTok and Instagram with the handle @allumwellness. Customers can also reach out to the company on WhatsApp +974 3992 1996 for consultation with a representative.