2Firsts Exclusive Interview｜ Disposable Shisha Brand Al Fakher: Building on Product Strength, Rejecting Price Wars, and Embracing Healthy Competition

[By 2Firsts, Dubai]

On June 18th, at the 2025 World Vape Show in Dubai, the popular disposable hookah brand Al Fakher discussed its brand development, global market positioning, and new product release strategy in an interview with 2Firsts.

From the Middle East to the World: Accelerating Global Expansion

According to a company representative who spoke to 2Firsts, the group was established in 2021 and is headquartered in Dubai. It initially started developing in the Middle East market and currently operates four major brands, including Al Fakher, Starbuzz, Tick Tock, and NERD. These brands cover a diverse product line, including disposable e-cigarettes and disposable electronic hookahs. The sales network now spans over 60 countries and regions worldwide.

The company stated that its main markets are focused in the Middle East, Europe, and the Americas, with strong sales performances particularly in countries such as Saudi Arabia, Iran, Iraq, and Egypt. The Al Fakher brand has also gained significant recognition in European countries with large Muslim populations such as Germany and France due to its traditional hookah market foundation.

Turning Traditional Tobacco Strengths into E-Cigarette Advantages

As a company with a tobacco background, the company fully leveraged the influence of its traditional hookah brand during the brand transformation process, successfully transitioning from traditional cigarettes to e-cigarettes. Especially in terms of flavor design, by incorporating classic fruit-tobacco flavors into their e-cigarette products, they achieved differentiation in taste, winning high user loyalty.

Our product quality is the foundation, and we have achieved a high level of control from supply chain response to logistics delivery. At the same time, relying on traditional tobacco channels, we have quickly established a stable sales system in the e-cigarette field," said a company representative to 2Firsts.

Balancing Regulatory Compliance with Localization Strategies

In terms of compliance, the company stated that products in the European market are all certified by TPD and strictly adhere to local regulations. "In Germany, our products include compliant 2ml capacity units, as well as combination forms of 15,000 and 20,000 units." Additionally, the company has initiated PMTA certification preparation for the US market in order to enter the world's largest market.

Regarding regional policy differences, the company expressed that they have accumulated rich experience in localization and have successfully completed product registration in countries such as Saudi Arabia and Egypt, enabling compliant sales.

Brands Join Forces to Launch Customizable Flavor Products

At this exhibition, the company showcased innovative products from multiple brands including Al Fakher, Starbuzz, and Tick Tock. Among them, the company representatives introduced 2Firsts to the Starbuzz brand's first-ever "clear oil lung suction" product, the market's first disposable lung suction e-cigarette that combines large smoke and a visible oil tank. Al Fakher also brought flavor-adjustable products that support multiple levels of ice adjustment, combining their classic flavor profile to offer a more personalized experience.

In addition, the company has also launched a compliant 2ml refillable cartridge product for the European market, featuring modular design that allows for over a thousand flavor combinations, enhancing users' DIY experience.

Facing Competition: Upholding Premium Positioning with Steady Expansion

At this year's Dubai exhibition, many brands have launched disposable e-cigarette products, intensifying market competition. In response, company representatives stated that as early promoters of this product category, the company welcomes healthy competition but is confident in maintaining market leadership through high-end positioning and product quality. "We never engage in price wars but always adhere to winning with quality and brand.

When discussing future development directions, the company revealed that it will continue to increase investment in product research and development and channel coordination. It plans to launch 6 to 8 new products each year, adapting flexibly to regulatory adjustments and market changes. Additionally, the company will further strengthen cooperation with channel partners to improve product availability and logistics responsiveness, consolidating its strategic position in the global market.

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