UAE · GCC · Supplements and beauty

Thousands of brands want the Gulf.

Most get lost on a crowded shelf.

We pick a few. Then we make them win.

Exclusive UAE partner of naali

Distribution, done differently.

UAE and GCC growth for niche supplement and beauty brands. Pharmacies, quick delivery apps and retail, handled by one team.

Pitch us your brand See our brands
PharmaciesTalabatInstashopCareemNoonDeliverooB2B Retail
What we do

We say no a lot.

Big distributors are built for volume. Great small brands sit in their catalogue and wait.

We carry a short list, and every brand on it gets the full team. Listing, negotiation, pricing, channel mix and sell-through. One team, not a dozen middlemen.

Why brands work with us
Channel

Every shelf that matters.

Leading UAE pharmacies, B2B retail, and every major quick delivery app: Talabat, Instashop, Careem, Noon and Deliveroo. No middlemen between your brand and the shelf.

Pharmacy chainsQ-commerce and dark storesB2B retail
The naali jar and Mujō tin on a white pharmacy shelf next to a quick delivery bag and a phone
Commercial

Deals built to win.

We run listing, trade terms, pricing and sell-through end to end. We find terms that work for both sides, so key accounts say yes and stay.

ListingNegotiationPricing strategySell-through
The naali jar and Mujō tin on a white winners podium with gummies floating above
Region

Built for the GCC, not just Dubai.

Registration know-how, people on the ground, and a brand-first mindset. Your positioning and your price stay protected as you grow across the Gulf.

Registration supportOn-ground teamPrice protection
naali and Mujō packed in a delivery bag on a window ledge overlooking a Gulf skyline at golden hour
Where your brand lands

One door in. Every channel out.

You ship to us in the UAE. We take it from there, into every channel where people buy supplements and beauty today.

PharmaciesShelf presence where trust is highest.
Quick deliveryListed where shoppers tap and get it today.
RetailB2B reach with a consumer mindset.
The basically. group

One group. One line to every shelf.

basically. is the holding line. Every brand we sign plugs into the same team, the same channels and the same know-how. Tap a brand to step inside.

Our brands

Brands we said yes to.

Each one chosen for a real story and real science. Tap a brand to see its story and its range.

The naali Anti-Stress saffron gummy jar with orange gummies falling around it
Exclusive · Launching now
naali
France → UAE & GCC

The brand behind Safranotherapy®. Saffron-powered gummies and powders for stress, sleep, focus and beauty, made in France and Europe. Our first exclusive brand in the UAE.

Explore naali
Mujō watermelon creatine gummies tin with pink gummies falling around it
Signing now
mujō
Creatine gummies · Made for women

Creatine, reimagined as a gummy. No chalky powder, 0g sugar per gummy, in Sour Pineapple and Watermelon.

Explore Mujō
Your brand, next?

We take on a few new brands each year across pharmacy, quick delivery and retail. If yours has a story worth telling, we want to hear it.

Pitch us your brand
Who we say yes to

Picky, on purpose.

A story worth telling.

A founder, a reason, a point of difference. Something a pharmacist can explain in one sentence.

Science you can show.

Clean formulas, standardised actives, real studies. Claims that hold up on a pharmacy shelf.

A category ready to change.

Saffron for mood. Creatine as a gummy. Brands that make shoppers stop and look twice.

We pass on:me-too formulas, race-to-the-bottom pricing, and brands that only want volume.
Shelf Rush · 45 seconds

Can you run a launch?

Send each product to the right channel before it lands. Turn away the off-brief ones. That is our job, every day.

  • Pharmacy products go left. Tap the lane or press ← or 1
  • Quick delivery goes middle. Tap or press ↓ or 2
  • Retail goes right. Tap or press → or 3
  • Bulk volume crates: say no. Tap "Say no" or press Space
Shelf Rush

Pick right. Launch fast.

45 seconds. Route the brands, refuse the bulk. Get a Launch Readiness score.

How it works

From pitch to shelf.

01

Pitch us

Tell us about your brand, your range and your story.

02

We check fit

Story, science, category. If it is not a fit, we say so quickly.

03

We plan the launch

Registration, channel mix, pricing and trade terms, mapped together.

04

Live on shelf

Listed in pharmacies, quick delivery and retail. Then we grow sell-through.

Founder questions

Straight answers.

Do you help with product registration?

Yes. We know what pharmacies and quick delivery apps need before a supplement can be listed, and we work through it with you step by step.

Which channels will my brand be in?

Leading UAE pharmacies, B2B retail, and the major quick delivery apps: Talabat, Instashop, Careem, Noon and Deliveroo. We pick the mix that fits your brand.

Do you work on an exclusive basis?

We do our best work as a brand's exclusive partner for the UAE and GCC, as we are for naali. We will talk through the right setup for you.

Is it only the UAE?

The UAE is where we start. We are built to take brands across the wider Gulf: Saudi Arabia, Qatar, Kuwait, Bahrain and Oman.

Will my pricing stay protected?

Yes. We protect your positioning and price at every touchpoint, so your brand never turns into a discount bin.

What does it cost?

Every deal is built around the brand. Tell us about yours and we will come back with a structure that works for both sides.

Bring your brand to the UAE

Let's get you on shelf.

Tell us about your brand. We read every pitch and reply honestly, yes or no.

Sending opens your email app with your pitch filled in, addressed to [email protected].

Got it. Thank you.Your email app should have opened with your pitch ready to send. If it did not, write to [email protected] and we will take it from there.