Luxury Cosmetics and Wellness,
curated for the Middle East & Africa.

WHO WE ARE

Mweya Group was founded with a clear purpose: to bring the most exceptional, results-driven luxury cosmetics and wellness brands to the Middle East and Africa, while championing the growth, development, and distribution of our region's very own brands.

Our story began with our founder and CEO, Karen Mutasa, whose over 30 years of distributing luxury brands such as Clarins, across 11 African countries, inspired the creation of Mweya. Having witnessed the transformative power of truly results-driven skincare and wellness brands, like QMS Medicosmetics, she set out to build a company that not only connects brands to markets, but also nurtures their long-term success with expertise, education, and region-specific strategic development.

Today, Mweya is led by Karen, alongside her daughter Itai Mutasa, Director of Business Operations. Itai brings unique expertise to our team through working with La Mer, Bobbi Brown, and Aveda's global creative operations under Estée Lauder Companies in New York. Based in Dubai, Itai leads our dedicated team of sales, training, and marketing specialists, committed to building meaningful partnerships and exceptional brand experiences throughout the region.

Together, we are more than distributors; we are curators of excellence, elevating every touchpoint between brand, partner, and customer. Our purpose is to shape a future where luxury and innovation meet regional authenticity and “mweya” (soul) across Africa and the Middle East, standing proudly on the global stage.

What we do

Empowering Brands with Depth and Soul

Rooted in the meaning of its Shona name, Mweya, the soul or the spirit, our company embodies purpose, authenticity, and depth in everything we do. We believe that true beauty and wellbeing go beyond surface-level results; they are driven by the spirit of the brands we represent and the communities we serve.

With this at our core, we specialize in launching and scaling high-performance, results-driven brands through tailored market strategies, robust commercial support, established distribution channels, and a world-class network. We work closely with luxury hotel spas, independent day spas, medi-spas, clinics, and wellness centres as well as boutique retailers to deliver customized brand concepts, from curated treatments, merchandising and training for marketing and sales growth.

Our Mission

At Mweya, our mission is to connect, cultivate, and champion excellence in beauty and wellness across Africa and the Middle East.

We are committed to bringing the world’s most results-driven luxury brands to our markets, while empowering homegrown brands to thrive globally. Guided by authenticity, expertise, and “mweya” (soul) - we build meaningful partnerships that elevate every touchpoint between brand, partner, and customer.

Values

Our Values

Purpose & Authenticity

Staying true to the spirit of the brands and communities we represent.

Excellence & Collaboration

Ensuring elite execution on all fronts, and nurtuing meaningful partnerships.

Sustainability & Impact

Fostering growth that benefits the people and communities we serve, and our planet.

Testimonials

I had the pleasure of working with Karen Mutasa in her role as the African distributor for QMS. During our collaboration, Karen and her team consistently demonstrated exceptional knowledge and expertise in the field. Her team’s proactive approach, coupled with her extensive network of connections across the spa industry, made working with her a seamless experience.

Karen and her team are highly responsive and always supportive, ensuring that all queries and needs are addressed promptly. Mweya Group's dedication to delivering top-quality service and fostering strong relationships is commendable, and I have no hesitation in recommending them for any future endeavors. They will undoubtedly bring tremendous value to any spa.

Verena Lasvinge | Director & Founder VLF Spa Consulting

Our Vision

Beyond Distribution,

Our vision at Mweya is to become the beacon of excellence and meaningful impact in the world of luxury cosmetics and wellness; where our name is synonymous with transformative and authentic consumer experiences. We strive to reshape the distribution landscape through exceptional service and execution, and a deep understanding of the needs of the Middle Eastern and African markets we serve.