AIR (Advanced Inhalation Rituals)

AIR (Advanced Inhalation Rituals) is a Dubai-based leader in social inhalation products, focusing on hookah and innovative inhalation technologies. Founded in 1999, the company operates in over 90 markets worldwide and is known for its flagship brand, Al Fakher, which holds a significant market share in key regions like the US. AIR's product range includes traditional hookah offerings and modern alternatives such as the OOKA electronic hookah device, Zodiac Pods, and the Crown Switch pod vape system. The company emphasizes innovation, having invested over 115 million in research and development since 2019, resulting in more than 100 patents.