At Ethereal, wellness is not just what we do, it’s who we are.
Our team brings together founders and professionals who not only manage wellness businesses but also live and breathe the lifestyle as conscious consumers of wellbeing.
Our Story
Ethereal was born from our own journey in the wellness world — as practitioners, creators, and consumers. Over the years, we realized there wasn’t a single agency that truly understood wellness from the inside out. So we created one.
Backed by over 10 years of experience in marketing, PR, and branding across the GCC and overseas, we bring together strategic know-how with genuine passion for wellbeing. We understand that to market a wellness brand effectively, you need people who truly understand the market, the trends, and the audience.
At Ethereal, we don’t just market wellness; we live it.
Ethereal is the first agency rooted in wellness, for wellness businesses.
We speak your language.
What We Value
we value authenticity, balance, and purpose in everything we do.
We believe great brands are built from the inside out, with intention, integrity, and heart. Our work is guided by mindfulness and creativity, always aiming to tell real stories that connect people to what truly matters.
We care about collaboration, transparency, and long-term impact, helping wellness businesses grow in a way that feels aligned, meaningful, and sustainable.
01
Collaboration
We believe the best ideas come from working together. Every project is a partnership where creativity, strategy, and shared purpose flow in both directions.
02
Transparency
We value honest communication and clarity at every step. We keep things simple, open, and real, because trust is the foundation of any meaningful relationship.
03
Long Term Impact
We create strategies that last. Beyond quick wins, our focus is on helping brands grow in ways that are aligned, conscious, and built to make a positive difference over time.
04
Creativity
We approach everything with curiosity and imagination. For us, creativity isn’t just about design, it’s about finding new ways to connect, inspire, and move people.
05
Integrity
We do what feels right, not just what looks good. Our work is grounded in honesty, respect, and genuine care for the brands and people we collaborate with.
06
Uniqueness
We celebrate individuality, both in people and in brands. Every story we tell is tailored, personal, and true to the essence of who you are.
Meet The Team
Co-Founder & Head of PR & Communications
Sophia-Lara Abdullah
Sophia is a communications and wellness practitioner with more than a decade of experience shaping narratives across government, trade, and petrochemical sectors. With a background in corporate communications and PR, she has guided brands in finding clarity, purpose, and authentic connection through storytelling.
Co-Founder & Head of Marketing & Brand
Maria Ollero
María is a brand and marketing leader with more than a decade of experience shaping strategies for global and boutique names across food, wellness, and lifestyle industries. She has guided brands through positioning, storytelling, and creative activations, building campaigns that resonate and deliver measurable results.
Partner & Head of Design
Sharmeen Mahmood
Sharmee is a branding expert, designer, and storyteller who brings bold ideas to life with intention and soul. With over 12 years of experience shaping brands in hospitality, retail, and lifestyle, she turns strategy into stories that feel as good as they look. Guided by her background in Reiki and her love for art and history, she blends intuition, design, and energy into every creative journey.