Reimagining Beauty: Kaya Skin Clinic’s Bold Leap into Holistic Wellness

With its acquisition by Humania Group, Kaya Skin Clinic embarks on a transformative journey that blends its legacy in dermatological care with futuristic aspirations in wellness and longevity. In this exclusive interview, Samina Ghori, Deputy CEO of Kaya Skin Clinic Arabia, and Aamir Rehan, CEO of Humania Capital (DIFC) Limited, share how the brand is evolving into a new-age platform for aesthetic wellness — and what that means for the region’s beauty and healthcare landscape.

Kaya has been a trusted name in the Middle East, but you’re now relaunching with a renewed identity. What does this next chapter look like for Kaya Skin Clinic in the region?

Samina Ghori:
Kaya in the Middle East is entering a new era. We’re not just refreshing the brand; we’re redefining what it means to be a beauty and wellness destination. Unlike our Indian operations — which are now a separate entity — the Gulf market has distinct demographics and demands. Here, we’re introducing concepts around wellness, longevity, stem cell therapy, and holistic care. We want to shift from treating surface-level concerns to helping clients manage aging and health proactively.

We’re also evolving from a clinic-based brand into a lifestyle partner — one that can accompany clients through every stage of life. Whether it’s adolescent acne, post-pregnancy skin changes, or graceful aging, we want to offer intelligent, customized solutions.

What made Humania Capital see Kaya as a valuable addition to your portfolio?

Aamir Rehan:
Kaya is a recognized and trusted brand in this region — that’s a powerful foundation to build upon. When we acquired Kaya from its previous owners, including the brand IP for the region, we decided to retain the brand and what it stood for and built on it. As an investor backed by one of the largest regional healthcare groups (Saudi German) we seek to distinguish Kaya by ensuring the highest competence and ethical practice. The customer safety and education comes above everything else.

Will we see private-label products under Kaya again, like we did in India?

Samina Ghori:
Yes, but with a different scope. We’re developing our own formulations tailored for this market — not just skincare but also supplements and wellness-oriented products. It’s part of a step-by-step expansion strategy.

Aamir Rehan:
And it’s important to understand that the role of products will evolve. They’ll be part of a broader wellness engagement — from detox and nutritional support to anti-aging protocols. It’s not just about beauty creams anymore.

Eventually, we see potential for these products to reach retail shelves and e-commerce channels. But first, we want to ensure efficacy and credibility. That’s what Kaya stands for.

How are you redefining the customer experience at Kaya?

Samina Ghori:
Previously, clients came to us to fix specific skin issues. Now, we want to become a partner in preventative care. We’re bringing in advanced diagnostics — like body composition analysis and vitamin-level testing — that help us create personalized, 360° treatment plans. From acne in teens to anti-aging in older adults, we cater to every demographic, including men, who now make up around 35% of our clientele.

We’re also focusing on seamless digital integration. From appointment bookings to treatment progress tracking, everything is being simplified through our app and digital interface.

With the region’s premium positioning, how does pricing fit into the new Kaya model?

Samina Ghori:
We are a premium service, but value for us is tied to quality. We offer world-class technology and one of the most experienced medical and therapeutic teams in the region. Our clients know they’re paying for excellence — not just a name.

Aamir Rehan:
Exactly. Value isn’t just about price — it’s about trust, results, ethical practices, and customer satisfaction. We want clients to feel cared for in every interaction.

That being said, we are exploring tiered services in the future — so we can cater to different segments without compromising on clinical integrity.

In a loyalty-driven market, what’s Kaya’s approach to retaining customers?

Samina Ghori:
We don’t operate like a price-led brand. You wouldn’t change your hairdresser for a discount — the same logic applies to Kaya. We build loyalty through trust and results, not gimmicks.

Aamir Rehan:
That said, we are enhancing our ecosystem. From introducing new services to minimising procedural pain and friction, we aim to deliver a seamless, elevated client experience that naturally drives loyalty. We’re also investing in patient education — so people understand their treatment journey and take ownership of their outcomes.

What’s the competitive landscape like for Kaya today — especially with new international chains entering the Gulf?

Samina Ghori:
Competition is healthy, and it keeps us sharp. What sets Kaya apart is our medical foundation. We’re not just offering treatments; we’re offering results backed by data, diagnostics, and decades of experience. Many new entrants are aesthetic-first. We are science-first, and that’s a critical difference.

From a business standpoint, what are your immediate priorities in this relaunch phase?

Samina Ghori:
We have aggressive growth plans — not just in the GCC, but beyond. You’ll see Kaya clinics getting rebranded into larger-format spaces that include new service areas like hair transplants, dentistry, and even psychology. We’re turning our clinics into wellness hubs. The visual identity is changing too — from sterile white to calming, nature-inspired aesthetics.

We’re also upgrading training programs for our staff to match the new vision. It’s a transformation at every level — not just what the client sees, but what happens behind the scenes.

Can you share how many locations you currently operate and what growth looks like?

Samina Ghori:
We currently have 21 clinics across the region. The new look and expanded offerings — under the banner of “Kaya Wellness and Longevity” — are part of a broader roadmap for growth and brand repositioning.

Aamir Rehan:
The vision is to take Kaya from a clinic chain to a comprehensive health and wellness  experience that’s accessible, intelligent, and inspiring. If we get this right, Kaya will be one of the first regional brands to successfully marry healthcare science with wellness retail — and that’s a very exciting space to be in.