GLOBAL LEADER IN SOCIAL INHALATION
Proud owner of AL FAKHER, the world's #1 hookah brand
per year*
including the US
Research & Development
*Based on our annual product volume divided by average hookah serving size of ~25g.
OUR BRANDS
consumables
-
![A man dressed as a king wearing a crown and a red cape over a white shirt, standing against a blue sky background, with a logo that reads "AL FAKHER" and Arabic text below.]()
AL FAKHER is the world’s #1 hookah brand, known for its quality and consistency. Shaping the future of modern hookah culture since 1999.
-
![Group of diverse people in fashionable clothing and sunglasses, surrounded by flying money and city skyline background, with 'Shisha Kartel' logo in the foreground.]()
With a bold posse of characters and criminally-awesome fusion flavors, Shisha Kartel is here to shake up the status quo.
-
![A woman smiling and holding a phone above her head, wearing a purple sweatshirt with the words "The Zodiac" on it, set against a pink and purple abstract background.]()
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.
-
![Woman with curly hair wearing a denim shirt, sitting outdoors with green plants behind her, smiling with eyes closed, holding a pen. Overlaid logo says 'Pacific Realms CBD'.]()
Crafted for balance and relaxation, Pacific Realms brings a mindful dimension to your OOKA experience.
-
![A round container of Al Fakher nicotine pouches with a red, black, and green label. The label displays the brand name, flavor "Two Apples," dose of 10mg, and indicates 20 pouches inside.]()
Designed for discretion and ease, Al Fakher Nicotine Pouches combine the brand’s iconic shisha flavor expertise with a smoke-free, tobacco-free format.
-
![A container of Black Nana tobacco with a purple background and a pattern of lotus flower designs.]()
As one of Europe's top brands, Nameless built its reputation on taste, trust, and time, proving that quality always speaks first
devices
-
![A person using a hookah with a colorful glass base, illuminated with green and blue lights, on a wooden table.]()
With sleek design, advanced technology, and effortless ease of use, OOKA redefines how shisha is enjoyed: Pod-based, charcoal-free. The future of Hookah
-
![]()
Crown Switch brings flavor mastery into a new generation of vaping. Powered by Quantum Chip™ technology, it delivers a smooth and consistent experience from the first puff to the last.
-
![Close-up of a woman in an orange sleeveless athletic top holding an ice cream bar outdoors. She is also wearing a smartwatch on her wrist and has a backpack strap visible. The background features green trees.]()
VÂNT is the world's first Advanced Inhalation System. With four targeted benefits —Boost, Dream, Focus, and Zen— VÂNT is performance without compromise.
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.
MEET THE TEAM
-
![Black and white portrait of a middle-aged man with gray hair, beard, and mustache, wearing a light-colored suit jacket and white shirt, standing with arms crossed against a dark background.]()
Stuart Brazier
CHIEF EXECUTIVE OFFICER
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. -
![Black and white portrait of a man in a suit with a serious expression.]()
Bassem Lotfy
CHIEF FINANCIAL OFFICER
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. -
![Black and white portrait of a serious-looking man with short dark hair, wearing a black shirt, against a dark background.]()
Paul Dawson
CHIEF PRODUCT OFFICER
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. -
![Black and white portrait of a man with glasses, smiling, wearing a collared shirt against a dark background.]()
Jorge Güil
CHIEF MARKETING OFFICER
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. -
![A black and white portrait of a middle-aged man with glasses, short hair, and a beard, smiling and dressed in a suit jacket and white shirt, against a dark background.]()
Omar Bseiso
EXECUTIVE VICE PRESIDENT, HERITAGE AND EMERGING MARKETS
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.
-
![Black and white portrait of a smiling man in a white shirt and dark blazer against a plain background.]()
Shane George
CHIEF PEOPLE & IT OFFICER
Shane joined AIR in December 2021 from Reckitt, where he was VP HR for North America. He focuses on fostering a strong organizational culture and talent development. Shane is dedicated to enhancing AIR’s performance through strategic management of global talent and organizational design.
-
![Black and white portrait of a bald man smiling, resting his chin on his hand, wearing a dark shirt.]()
Ronan Barry
CHIEF LEGAL & CORPORATE AFFAIRS OFFICER
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.
-
![Black and white portrait of a man with dark hair and a beard, wearing a dark blazer and shirt, standing against a neutral background.]()
Ashok Bhat
CHIEF SUPPLY TRANSFORMATION OFFICER
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.
-
![Black and white portrait of a man with dark hair and a beard, wearing a dark suit jacket and white shirt, smiling against a dark background.]()
Jacobo Sarmiento
EXECUTIVE VICE PRESIDENT, AMERICAS
Jacobo is a seasoned business leader with a proven track record of driving transformation and growth across various industries, both in management and advisory roles. He joined AIR in 2021 to lead our Spain & France operations, where he transformed the business to successfully regain market leadership, later taking over our European Business in 2023.
-
![Black-and-white portrait of a middle-aged man with a bald head, wearing a light-colored button-up shirt, sitting on a chair and smiling gently against a plain background.]()
Steve Wichary
EXECUTIVE VICE PRESIDENT, FUTURE INHALATION RITUALS
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. -
![Joe Bilman]()
Joe Bilman
CHIEF DIGITAL OFFICER
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.
LATEST NEWS
AIR SCIENCE
We are a responsible manufacturer of high-quality inhalation products, with a strong commitment to product safety and quality.
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.
-
![A man is sitting on a red couch, smoking a hookah with a glass base and a long hose. There is another hookah on a table in front of him, along with a box labeled 'Magic Love,' a camera, a vinyl record, and books.]()
How Does A Shisha Pipe Work? | AIR
-
![]()
Why Waterpipes Produce Less Toxicants Than Cigarettes | AIR
-
![]()
Laboratory Analysis of Shisha Cloud Composition | AIR
-
![Young man wearing glasses, a gray beanie, and a black leather jacket sitting outdoors. He is holding a vaping device in his right hand, and vapor is emanating from his mouth and the device.]()
Shisha vs. Cigarettes: A Comparison of Toxicant Levels | AIR
-
![Pink and red swirling smoke or vapor against a dark background.]()
Shisha vs. Cigarettes: A Comparison of HPHCS Yields | AIR
-
![A hookah with four hoses on a table, with a glass of whiskey beside it, set outdoors near leafy plants and wooden walls.]()
The Benefits of a Shisha Heat Management Device | AIR
OUR LOCATIONS
Offices: North Carolina, USA / London, UK / Dubai, UAE / Delhi, India / Jeddah, KSA / Munich, Germany / Madrid, Spain / Hyderabad, India
Factories: Ajman, UAE / Grodzisk Mazowiecki, Poland
AIR’s multinational reach ensures it has a global footprint and can meet diverse market needs.
We are committed to exceeding customer expectations worldwide and seeking opportunities for further expansion.