Largest manufacturer
of hookah molasses, bigger than our next 4 competitors combined by volume
Global Leader in Social Inhalation
~1 Billion
hookah servings per year*, over 50% market share in our key geographies, including the US
Owner of the biggest
brand
Al fakher
Al Fakher
now entering adjacent popular categories like Vapes and Nicotine Pouches
Creating the future of Inhalation
Leveraging our tech and science capabilities to create new inhalation rituals
OOKA
the first pod-based and charcoal-free electronic hookah
Owners of market-leading
e-commerce websites
like Hookah.com (USA)
and shisha-world.com (Germany)
Revolution led by an executive team with expertise in tobacco, FMCG, science, and design and engineering of premium electronics
Our Brands
Explore our range of products to see what sets us apart.
Consumables
Al Fakher is the world’s #1 hookah brand, known for its quality and consistency. Shaping the future of modern hookah culture since 1999
With a bold posse of characters and criminally-awesome fusion flavors, Shisha Kartel is here to shake up the status quo.
Made from premium tea-based molasses, Zodiac delivers smooth, satisfying sessions without tobacco or nicotine.
Born from the rhythm of Africa and shaped by a borderless flavor perspective, Kloud King brings unmistakable blends and a high-energy vibe.
Crafted for balance and relaxation, Pacific Realms brings a mindful dimension to your OOKA experience.
Designed for discretion and ease, Al Fakher Nicotine Pouches combine the brand’s iconic shisha flavor expertise with a smoke-free, tobacco-free format.
As one of Europe’s top brands, Nameless built its reputation on taste, trust, and time, proving that quality always speaks first.
Devices
With sleek design, advanced technology, and effortless ease of use, OOKA redefines how hookah is enjoyed: Pod-based, charcoal-free. The future of Hookah
VÂNT is the world’s first Advanced Inhalation System. With four targeted benefits — Boost, Dream, Focus, and Zen — VÂNT is performance without compromise.
Crown by Al Fakher brings signature hookah flavors to a vaping format. Combining the brand’s most loved profiles with effortless convenience, it offers a smooth and flavorful experience.
Online Experiences
The #1 hookah e-commerce site in the US, Hookah.com offers a premium selection of shisha, hookahs, and accessories. A seamless shopping experience rooted in culture and connection.
Shisha-World.com is the #1 online shisha store in Europe. From everyday essentials to premium picks, it brings quality and convenience together under one digital roof.
The world’s leading index of places to experience shisha around the world and the only place for lounge and shisha shop owners to connect with their customers online.
Our Team
Meet the leaders driving AIR’s ambition to new heights as
we redefine the hookah and inhalation sector.
CHIEF EXECUTIVE OFFICER
Stuart Brazier
Stuart joined AIR in January 2019, bringing over 22 years of international business experience from British American Tobacco (BAT), where he held senior roles including Regional Head of Finance for Europe and North Africa, Area Director for North Africa and Regional Manager for Asia Pacific. He holds a degree in Economics and Accountancy and has completed executive studies at Harvard Business School and IMD. Stuart is also a Chartered Management Accountant.
CHIEF FINANCIAL OFFICER
Bassem Lotfy
Bassem joined AIR in July 2020, following a successful 23-year career at British American Tobacco, where he was Finance Director for Central Europe North. As AIR’s CFO, he has been pivotal in enhancing the company’s financial strategies and leading key transformational projects. Bassem was appointed Chief Financial Officer in January 2024.
CHIEF PRODUCT OFFICER
Paul Dawson
Paul, who joined AIR in December 2021, oversees product strategy and the development of innovative new devices. Previously, he led product development through his consultancy, and worked at Dyson for over 20 years in the Research, Design and Development team, overseeing the expansion of the organization’s portfolio. At AIR, Paul is dedicated to advancing product solutions that redefine the inhalation experience.
CHIEF MARKETING OFFICER
Jorge Güil
Jorge drives AIR’s marketing innovation and brand partnerships. Throughout his career at CPG powerhouses like Reckitt and Kellogg’s, he worked in Europe, Asia, North America and Africa. Jorge is passionate about creating impactful marketing solutions that resonate with consumers.
EXECUTIVE VICE PRESIDENT, MIDDLE EAST, AFRICA, AND ASIA PACIFIC (MEAA)
Omar Bseiso
Omar brings over 30 years of experience in leading transformations for startups and global enterprises. Known for his expertise in revenue growth, market expansion, and problem-solving, Omar excels in bridging technical and management teams to drive strategic initiatives and growth.
CHIEF PEOPLE OFFICER / SVP EUROPE AND IT
Shane George
Shane joined AIR in December 2021 from Reckitt, where he was VP HR for North America. He believes an organization’s performance and potential rests ultimately with its people, and is committed to driving a culture of high expectations and higher aspirations. Shane’s remit across People, Europe and IT allows him to drive impact across the organization and continually bolster AIR’s ability to develop and deploy best-in-class capabilities, processes and systems in pursuit of long-term value creation.
CHIEF LEGAL & CORPORATE AFFAIRS OFFICER
Ronan Barry
Ronan joined AIR in September 2019, bringing expertise from British American Tobacco, where he led legal and corporate affairs for Europe. At AIR, he is committed to upholding high standards of governance and supporting the company’s innovation and regulatory strategies for shisha and inhalation products.
CHIEF SUPPLY & OPERATIONS OFFICER
Ashok Bhat
Ashok, who joined AIR in May 2022, is responsible for revolutionizing the supply chain and planning functions. With over 20 years of global experience, including roles at Philips, GE, and Dyson, Ashok focuses on enhancing supply chain efficiency and supporting the company’s shift to a customer-centric model.
EXECUTIVE VICE PRESIDENT, AMERICAS
Jacobo Sarmiento
Jacobo is an experienced business leader with a proven track record of driving transformation and growth. He joined AIR in 2021 to lead the Spain and France business, before being appointed to head the European business in 2024. Prior to AIR, he held several commercial leadership roles at AB InBev, including General Manager for Spain, and began his career in strategy consulting at Bain & Company and Monitor Deloitte. He holds an International Degree in Management from the University of Navarra and an MBA from INSEAD.
CHIEF DIGITAL OFFICER
Joe Bilman
Joe Bilman is a New York– and London-based product and growth executive with over 25 years of experience leading digital transformation, e-commerce, and fintech ventures. He joined AIR Global in April 2024 as Chief Digital Officer, following senior roles at MasterClass, HitRecord (acquired by MasterClass), American Media, and MacAndrews & Forbes. Joe is recognized among The Hollywood Reporter’s Digital Power 50 and is known for turning “zero-to-one” ideas into global successes.
EXECUTIVE VICE PRESIDENT, FUTURE INHALATION RITUALS
Steve Wichary
Steve joined AIR in 2024 to lead our New Growth Categories business helping to shape the commercial future of AIR. Prior to joining AIR Steve was Global President at Dyson where he had a successful 21 year career where he graduated through the ranks and held the roles of UK Managing Director and EMEA President.
Steve is passionate about people, culture and building teams to succeed.
Latest News
November 2025
Snoop x Al Fakher: Flavor meets culture
Snoop Dogg and Al Fakher have joined forces to create a core collection of six premium hookah flavors that fuse Snoop’s laid-back style and Al Fakher’s commitment to impeccable quality. Each blend is carefully crafted to offer a smooth and satisfying experience. Rolling out across multiple countries, the collection will be available around the world so fans everywhere can experience the essence of Snoop’s signature taste.
July 2025
AIR and Cookies Debut Flavor Collaboration in the USA
AIR joined forces with globally recognized lifestyle brand Cookies to co-create a line of shisha flavors, now available in the United States. This collaboration blends Cookies’ cultural influence with AIR’s flavor innovation and market expertise, resulting in a fresh and unique collection that resonates with a new generation of consumers. The partnership marks a bold step into lifestyle-led flavor development and deepens AIR’s presence in the U.S. market.
April 2025
Peer-Reviewed Study Validates the Science Behind OOKA and Shisha
A scientific study supported by AIR has been published in Nature Scientific Reports, offering peer-reviewed validation of the science behind traditional shisha and the OOKA system technology. The study provides new insights into heat transfer, aerosol emissions, and the compositional differences between charcoal-based and pod-based systems. This publication reinforces AIR’s commitment to transparency, research, and continuous product development.
April 2025
Launch of Hookah.com: The New Global Hub for All Things Hookah
AIR is proud to announce the launch of Hookah.com, a new all-in-one platform designed to serve the evolving needs of today’s hookah enthusiasts. By consolidating SouthSmoke.com and Hookah-Shisha.com under one unified brand, Hookah.com offers a seamless, user-centric shopping experience with advanced search functionality, curated collections, and expert-driven educational content. The site is poised to become the definitive online destination for both new and experienced users worldwide.
April 2023
Zodiac Pods: The First-Ever Tobacco- and Nicotine-Free Molasses in Pod Format
As part of its commitment to responsible innovation, AIR launched Zodiac, a pioneering line of OOKA-compatible pods that contain no tobacco or nicotine. This industry-first format reimagines the shisha experience by offering flavorful, satisfying sessions without the traditional ingredients. Zodiac sets a new benchmark for the future of mindful, modern hookah.
April 2023
OOKA Launches in the UAE, Redefining the Shisha Experience Across Global Markets
AIR pioneered OOKA, a revolutionary pod-based device that reimagines the traditional shisha experience with modern design, intelligent heating technology, and a charcoal-free format. Launching first in the UAE, OOKA offers users a cleaner, more consistent, and hassle-free alternative to conventional setups, without compromising on flavor or ritual.
March 2023
Shisha Kartel Launches in Spain
AIR officially launched Shisha Kartel, a bold new brand developed entirely in-house and introduced to the Spanish market. With a modern identity and a flavor-forward product range, Shisha Kartel marks a significant milestone for AIR as its first proprietary brand launch since 1999; one that blends innovation, style, and regional relevance.
December 2022
AIR Expands in the U.S. Market with Acquisition of SouthSmoke.com
AAs part of its expansion into North America, AIR acquired SouthSmoke.com, one of the longest-standing and most recognized online retailers in the U.S. hookah market. Serving both B2B and consumer markets, the platform complements AIR’s growing collection of best-in-class digital assets, enabling deeper reach and a more connected customer experience across the region.
April 2022
AIR Acquires Shisha-World.com, Europe’s Leading Shisha Retail Platform
AIR successfully acquired Shisha-World.com, the number one online destination for shisha products in Germany and across Europe. The platform caters to both end consumers and business clients, offering a wide range of products and accessories. This strategic acquisition strengthens AIR’s digital footprint in the European market and reinforces its commitment to delivering high-quality products and services through trusted local platforms.
March 2019
Hookah-Shisha.com Joins AIR: the leading Platform in the North American Hookah e-commerce landscape
AIR acquired Hookah-Shisha.com, the leading e-commerce platform and one of the most trusted names in Hookah retail in the USA. Known for its broad product assortment and dedicated customer base, South Smoke brings local insight and a loyal following to the AIR portfolio, reinforcing our presence in a key international market.
AIR Science
We are a responsible manufacturer of high-quality inhalation products, with a strong commitment to product safety and quality.
Innovation
To ensure this, we have a comprehensive scientific research programme which allows us to develop our innovative, reduced risk products.
Through this research, we aim to educate visitors about the shisha category and demonstrate our leadership in safety and innovation.
Science Research
