Visionaries Driving Retail Excellence

The strength of Al Safa Brands lies in its leadership. From the pioneering vision of Dr. Othman Al Swayeh, to the entrepreneurial drive of Amro Al Swayeh, and the global retail expertise of Anshuman Anand, our leaders bring together decades of experience, execution excellence, and a shared commitment to building lasting brand legacies in the GCC.

Dr. Othman Al Swayeh

Chairman, Al Safa United | Inspiration Behind Al Safa Brands

The journey of Al Safa Brands begins with Dr. Othman Al Swayeh, a visionary entrepreneur and academic who reshaped Saudi Arabia's beauty and lifestyle industry. During his time in London, Dr. Othman foresaw the growing appetite for homegrown concepts that could stand alongside international names.

In the 1990s, he founded The Beauty Secrets, followed by Natural Touch: two pioneering brands that went on to dominate the Saudi market and hold leading positions in their categories for over two decades. His foresight proved that Saudi-born brands could innovate, scale, and compete with international giants.Dr. Othman's values of innovation, authenticity, and customer focus continue to guide Al Safa Brands, shapinga legacy of excellence that inspires every partnership we build.

Amro Al Swayeh

Founder, Al Safa Brands | CEO, Al Safa United

A second-generation leader, Amro Al Swayeh has driven the expansion of the Al Safa United to 250+ stores across Saudi Arabia, spearheading the growth of homegrown names such as The Beauty Secrets and Natural Touch.

Under his leadership, these brands achieved and maintained the #1 and #2 market positions in personal care and home fragrance categories for over two decades, successfully competing against global players. Known for his ability to execute at speed, Amro oversaw the opening of 50+ stores for The Beauty Secrets in a single year, a testament to his operational precision and vision for scale.

With Al Safa Brands, Amro brings this legacy of execution and market dominance into a platform that empowers global and regional brands to win in the GCC.

Anshuman Anand

Co-Founder & CEO, Al Safa Brands

With more than 2 decades of retail leadership, including over a decade in the GCC, Anshuman Anand has built a reputation for transforming brands into market leaders. His career is defined by his ability to launch, scale, and revitalize international concepts in some of the most competitive retail environments.

As Vice President at Apparel Group, Anshuman spearheaded the growth of Skechers, opening 100 stores in a single year and driving it to become the #1 sports lifestyle brand in the GCC. Не went on to lead the turnaround of R&B in Saudi Arabia, reversing a decade of underperformance and delivering 5X growth in just 18 months.

Today, as Co-Founder and CEO of Al Safa Brands, Anshuman combines this track record of expansion and turnaround expertise with a boutique approach to partnerships. His leadership ensures that every brand entering the GCC with Al Safa is equipped not only with a strategy for entry, but with the operational discipline, agility, and market insight to thrive long term. He has introduced global fashion names such as Vero Moda, Jack & Jones, and Hunkemöller into the GCC, shaping their path from market entry to sustainable scale.

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Looking Ahead

Our commitment is not only to introduce brands to the GCC but to ensure they endure and expand. We measure our success by the number of doors we open, the strength of the brands we grow and the customer loyalty they inspire.

At Al Safa Brands, we are not just creating retail partnerships; we are shaping the future of shopping in the GCC.