Skip to main content

Our Group

Redefining beauty. Elevating experiences

At Omorfia, we envision a beauty landscape where diversity is celebrated, individuality is empowered, and self-care is a transformative journey.
Through our diverse portfolio of beauty salon concepts, we aspire to be the catalysts for positive change, setting new benchmarks in the industry while fostering a community where every individual feels empowered and beautiful in their unique way.

Our Story

Omorfia Group, the flagship beauty entity within the Abu Dhabi-based investment firm Multiply Group, represents a collection of locally nurtured brands deeply ingrained in the UAE's vibrant landscape, positioning itself as a strong regional and potential global player in the beauty and wellness industry. Among its esteemed portfolio are household names such as Tips & Toes, Bedashing Beauty Lounge, Jazz Lounge Spa, Fisio, Juice Beauty, Creative Beauty Source, N.BAR, 1847 Grooming for Men, Sisters Beauty Lounge, Jetset Hair Salon & Wellbe Trading. These brands symbolize the essence of homegrown innovation, catering to the diverse beauty needs of UAE residents. The group's strategic focus on consumer-centric enterprises underscores its commitment to nurturing high-growth businesses within the local community, leveraging their inherent purchasing power. Notably, Omorfia Group's resilience and adaptability shine through its ability to seize emerging opportunities and continuously redefine the customer experience. With a robust presence in the UAE and ambitions extending beyond regional borders, Omorfia Group is poised to become a significant player on the global stage of the beauty and wellness industry.

Focusing on the four elemental attributes of wellness:

SPIRITUAL EMOTIONAL PHYSICAL SOCIAL

Our Vision

To be the pioneering force in the beauty and wellness industry; setting new standards of innovation and luxury, while empowering our concepts, customer, and employees to embrace their unique beauty journey globally.

Our Mission

Committed to delivering exceptional beauty experiences that nurture well-being and foster community. We strive to exceed customer expectations, empower our team, and drive sustainable growth for our stakeholders.

Values

We embrace creativity and innovation to continuously improve and evolve our offerings, staying at the forefront of industry trends and technology.

We empower our team members to unleash their full potential, fostering a culture of collaboration, growth, and continuous learning.

We prioritize the needs and preferences of stakeholders, striving to exceed their expectations and build long-lasting relationships based on trust and satisfaction.

We are committed to environmental and social responsibility, integrating sustainable practices into our operations and products to minimize our impact on the planet.

We celebrate diversity, individuality, and self-expression, creating inclusive environments where everyone feels welcomed, valued, and respected.

We embrace flexibility and adaptability, recognizing the importance of being responsive to changing needs and circumstances in our dynamic industry.