When local lifestyle concept Jana Aromas first started its operation back in 2020, the wellness space in Kuwait was also carving for itself a larger part in consumers’ minds. Today, more than ever, mindfulness and wellness play a key driving force in shaping buying decisions. How a product adds value to one’s life while minimizing its environmental footprint is a question consumers are asking, and going local is no longer a trend in Kuwait; it is now a way of life. This is why the burgeoning local brand continues to evolve its nature-driven approach, creating bespoke lifestyle additions to the home from the heart of Kuwait.
Founded by local entrepreneur Hamad Al-Khudher three years ago, Jana Aromas thrives on its mission to enrich people’s lives most naturally and sustainably as possible. No abrasive chemicals, no nasties, just pure, nature-driven goodness goes into the brand’s curated ranges of hand-poured soy-based candles, room sprays, essential oils, traditional ma’moul, and lifestyle accessories that are hand-made using naturally sourced ingredients. He describes his journey so far as extremely fulfilling, “The journey has been a constant source of learning, allowing me to exert a positive influence, particularly in sustainability in my hometown of Kuwait. My goal has always been to create products that not only bring joy but also contribute to the well-being of individuals.”
Indeed, Jana Aromas is a brand that is constantly instilling positivity, happiness, relaxation, and a sense of wellness, and the brand’s loyal customers do have firm favorites. Jana Aromas also continues to celebrate its roots in Kuwait, with traditional offerings of incredible ma’moul bukhour gaining traction abroad, with oriental scents seeping into more modern offerings like the Oud Essence hand-poured Soy Wax Candle, or the reed diffuser offering complete with all-natural bamboo sticks. If you’re on the lookout for heritage-inspired National Day giveaways for your loved ones, you can opt for a gift set or Discovery set from Jana Aromas!
While most of the high-quality ingredients employed for Jana Aromas’ lifestyle creations are sourced from abroad, everything is handmade and produced with love in Kuwait. With sales outlets in London (and being prominently featured in UK’s Vanity Fair), the brand has been able to reach more customers on an international scale, garnering support and growing an avid following for home scents suited for every taste.
Al-Khudher has long witnessed the success of other Western brands in the same field, and today is fulfilling his dream of creating a concept grown in Kuwait but with sustainability at the heart of Jana Aromas’ every aspect of the operation. There’s no over-ordering of supplies here to appease a mass market appeal, most items on offer are made-to-order, and most of Jana Aromas’ product packaging is either reusable or compostable. The brand encourages its customers to return the beautiful amber-colored glass containers of the candles or ma’moul if they will not be reusing them.
For Al-Khudher, having a slow, sustainable format for his business is a constant priority, He said, “I didn’t pick the easiest business to be in. Because of our location in Kuwait, and the fact that we are sourcing ingredients from abroad, we have to always ask questions to ensure that these ingredients are indeed vegan, clean, and cruelty-free. We read about greenwashing all the time, and I never make claims about Jana Aromas without checking first. Being completely waste-free in Kuwait is next to impossible, but we take extra steps to ensure that we minimize our environmental footprint in other ways.” Al-Khudher has learned to make changes and be patient about his production process to make sure that the quality of the products at Jana Aromas remains at the highest quality. Today, he has planned a production cycle where ingredients used in the famous ranges are sourced in the cooler winter months to prepare for the year ahead, rather than procure items in the warmer months and risk his ingredients toxifying and becoming damaged in the heat. It is a slower production process, but it works well for Jana Aromas.
Al-Khudher’s creative process is fueled by inspiration, with his profound passion for scent and a firm belief in the power of fragrance to elevate an individual’s well-being. This inspiration stems from a diverse range of sources. Most importantly, he also places particular importance on the feedback and sentiments expressed by Jana Aromas’ customers. Whether it’s comments on Instagram regarding specific products or suggestions for inclusion, he values this input, mindful that the ultimate recipients are the consumers—his target market. Newer introductions like Sage incense sticks and signature incense holder designed for mindfulness and meditation, or fruit-inspired scents like the Spring Orchard Room Spray are all conceived to create a special experience for the person enjoying it.
Born in Kuwait, for Kuwait and the world to enjoy, we are proud to have Jana Aromas in our midst. The local lifestyle brand takes pride in presenting products that remain competitive in quality and offering. A brand ethos that is unpretentious, passionate about the local environment, and delivers exactly what’s written on the label: Clean, natural goods imbued with classic, traditional aromas. Al-Khudher’s goal with Jana Aromas is to influence individuals to choose products that are not only aesthetically pleasing but also environmentally conscious and sustainable. He continues to do this across Jana Aromas’ social media platforms, as well as sister company Plato & Seco. Educating customers about the ingredients he utilizes and why, sharing information about sustainability, recycling, and ways to contribute positively to the environment.
Ultimately, Jana Aromas sources ingredients from the Earth, such as lemongrass and frankincense, and Al-Khudher feels that it’s only fitting to give back to this planet by being mindful of how we run our businesses.
For more information, check out @Jana.aromas on Instagram and shop online at jana-aromas.com.
