This week, Emirates Woman speaks to Abdul Nassani, Founder of WOW Wellness Group & founder of ALKEMY Salon.
Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
As a Dubai-based beauty and wellness entrepreneur redefining the global standards of self-care and transformation. With over two decades of experience across the Middle East and Europe, Abdul is known for seamlessly merging ancient wellness rituals with modern science and biotechnology. He is the founder of ALKEMY Salon – an experiential beauty destination with locations at Atlantis, The Palm, Atlantis The Royal, and One Za’abeel – as well as the creator of Biohacking ORB, a next-gen wellness pod offering immersive, touchless rejuvenation.
To delve into his entrepreneurial journey, Emirates Woman spoke to him on how it all began.
What was your favourite subject at school?
Science. I was always fascinated by how things work and the logic behind them. That curiosity has stayed with me and continues to shape how I approach innovation today. In many ways, it still influences how we develop our treatments at ALKEMY – we combine research-driven techniques, wellness science, and artistry to create experiences that go beyond traditional beauty.
What was your first job?
I started as a salesman. That role taught me discipline, resilience, and the importance of understanding people. It laid the foundation for everything I’ve built since. More importantly, it sharpened my ability to listen – to understand what people truly want and need – which is at the core of creating luxury beauty experiences that feel deeply personal.
What brought you to Dubai?
The sparkling fireworks and the dreamland of opportunities. Dubai has an energy that makes you believe anything is possible – it inspires you to dream bigger and work harder. Beyond that, its multicultural environment has been a huge source of inspiration. The city blends global influences with local sophistication, and that diversity has shaped the ALKEMY philosophy.
What inspired you to enter the beauty industry and launch ALKEMY?
Starting my career as a salesman in the beauty industry, I quickly fell in love with both the craft and the people who worked in it. Beauty is about so much more than appearance – it’s about giving people confidence and making them feel empowered inside and out. Launching ALKEMY came from my passion to push boundaries beyond what the market had achieved locally or globally. Dubai, with its mindset of limitless ambition, was the perfect place to bring that vision to life.
Talk us through the concept.
ALKEMY redefines what a salon visit can be. We believe deeply in the connection between body and mind, so each experience is individually designed. We incorporate elements such as mood-enhancing atmospheres, birthstones, and personalized touches that align with your energy. ALKEMY is about transformation – not only in how you look, but in how you feel when you walk out the door. One example is our signature Energy Alignment Ritual, which blends crystal therapy with beauty treatments.
What are the key elements of your role?
My role is to define the long-term strategy of the company, build strategic partnerships with global partners, and open new locations in the world’s most iconic destinations. It’s about vision, direction, and making sure every detail of execution aligns with the ultra-luxury standards of ALKEMY.
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Talk us through your daily routine.
I begin with morning calls across all locations to align the team. I make time to visit sites, speak directly with clients to gather feedback, and spend a few minutes at the reception to observe guest flow and experiences. I also review the work of managers and directors to ensure everything is in sync with our mission. Alongside this, I dedicate time to personal wellness – meditation, fitness, and reflection – which keeps me aligned with the holistic philosophy we bring to our clients.
What advice do you have for anyone looking to follow in the same footsteps?
Be patient, persistent, and unafraid of hard work. Luxury is built on consistency, attention to detail, and vision. Don’t chase trends – build something timeless and authentic.
Tell us more about the treatments.
ALKEMY offers a full spectrum of luxury treatments – from women’s hair transformations, gentlemen’s grooming rituals, and advanced nail techniques, to holistic experiences like energy and crystal stone healing. We also provide exclusive services such as ALKEMY Prestige (dedicated glam services for hotels, celebrities, and VIPs) and ALKEMY Events (curated beauty services for weddings, gala dinners, and special occasions). Every treatment is designed to merge mastery of craft with a ritualistic, soul-nourishing experience.
What is the best piece of advice you have ever received?
“Don’t just create a business, create a legacy.” This advice reminds me daily to focus on long-term impact, not short-term gain.
And what is the worst?
“Play it safe.” Playing safe means limiting yourself. Growth and innovation only happen when you take risks and step outside of comfort zones.
What’s the biggest challenge you have had to overcome?
Helping talented staff adapt from the routines of traditional salons into the ALKEMY experience – which is rooted in ultra-luxury ambience, strict protocols, and a new level of service. It was a shift in mindset, but today they are among our biggest strengths.
What lies ahead for the brand?
ALKEMY will expand globally, from Dubai to the world’s most prestigious destinations. Our focus is on bringing the ALKEMY philosophy into iconic hotels and cities like London, New York, Shanghai, and Riyadh. The future is about building a global legacy where ALKEMY becomes synonymous with ultra-luxury beauty and wellness. We’re also exploring collaborations with leading luxury hospitality groups and fashion houses, so that ALKEMY can live not only in salons, but also at the intersection of beauty, lifestyle, and culture.
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