NURAYA — Luxury Wellness & Nutrition from Within
NURAYA is a premium UAE wellness brand offering science-backed daily nutrition, targeted wellness formulas, and bilingual direct-to-consumer e-commerce built for modern lifestyles in the Emirates.
- Bilingual Arabic & English Storefront
- Targeted Daily Wellness Formulations
- Fast UAE & GCC Fulfillment Integration
Official UAE wellness platform live and serving customers at nuraya.ae.
Delivery snapshot
Designed, built and launched
A documented app project completed by Control Shift, with the delivery scope, technology choices and launch evidence shown on this page.
- Status
- Launched
- Completed
- 2025
- Scope items
- 6
- Core technologies
- 4
About the Project
Founded under the 30 November Investment Group by Yaser Alkatheeri, NURAYA (العافية من الداخل — Wellness from Within) is a homegrown UAE luxury wellness brand committed to clean, science-backed nutrition crafted specifically for contemporary Middle Eastern lifestyles. From cognitive and metabolic health to specialized heritage vitality lines for horses and camels, NURAYA bridges global formulation standards with authentic Emirati values. ControlShift was chosen to design, architect, and deploy the entire digital presence and direct-to-consumer commerce infrastructure.
Technologies Used
Using solid tooling to build fast, reliable
apps that scale.
Next.js
Powers the nuraya.ae web experience, product pages, and dynamic routing.
TypeScript
Type safety across catalogue, pricing models, and checkout workflows.
Tailwind CSS
Bespoke luxury wellness aesthetic combining deep botanical greens with warm gold accents.
Node.js
Backend services for order handling, distributor inquiries, and catalogue management.
How We Built NURAYA — Wellness from Within
Wellness in the UAE required a brand that resonated deeply with local values while upholding the highest international nutritional benchmarks. Sourcing premium supplements was often hindered by generic international imports with slow shipping, unclear local relevance, and lack of Arabic nutritional clarity.
ControlShift engineered the digital home for NURAYA from the ground up: a bilingual, mobile-first e-commerce experience featuring interactive lifestyle collections, detailed ingredient transparency, one-tap digital catalogue access, and instant checkout across the Emirates.
The NURAYA Build Journey
From brand identity and bilingual taxonomy to headless e-commerce and GCC fulfillment.
- 01
Brand Discovery & Cultural Alignment
We analyzed the UAE wellness and dietary supplement market to position NURAYA as the premier homegrown brand. We established the brand design tokens: deep botanical forest greens, desert-sand warm creams, and refined gold accents.
- 02
Bilingual UX & Product Architecture
Every product—from Brain Magnesium Daily and Collagen Beauty to specialized Horse & Camel Vitality—was architected with dual-language nutritional disclosures, ingredient provenance, and clear usage guides for both English and Arabic speakers.
- 03
Mobile-First Headless Commerce Build
Over 80% of UAE luxury shoppers purchase on mobile. We built responsive product showcases, instant mobile search, downloadable catalogues, and quick checkout flows optimized for GCC payment methods including Apple Pay.
- 04
Launch, SEO & Partner Enablement
Deployed end-to-end analytics, localized UAE schema markup, high-speed CDN assets, and dedicated B2B partner application funnels for pharmacies and wholesale wellness stockists.
Project Challenges
Balancing Heritage with Modern Wellness
The brand caters to contemporary wellness seekers (screen balance, beauty collagen, active longevity) while also offering traditional heritage formulas like camel and equestrian vitality. We designed modular category merchandising so each audience feels tailored to without clutter.
Seamless Dual-Language Precision
Nutritional claims and supplement details must remain accurate and compliant in both English and Arabic. We ensured layout symmetry, typographic hierarchy, and natural reading flow across LTR and RTL viewports.
Frictionless Mobile-First Conversions
Mobile supplement buyers demand clarity in seconds. We implemented concise benefit badges, fast product previews, transparent ingredient breakdowns, and express checkout steps.
Project Results
Fully launched, high-converting bilingual web storefront at nuraya.ae
Flawless sub-second page performance across mobile and desktop devices
Comprehensive product catalogue spanning daily wellness, longevity, beauty, and vitality
B2B partner acquisition portal actively onboarding UAE stockists and distributors
100% responsive design with tailored mobile presentation and downloadable digital catalogues
Planning a Luxury D2C or E-Commerce Brand? We Engineer Brands That Sell.
From supplement brands and beauty lines to bespoke retail storefronts, ControlShift designs and builds conversion-focused e-commerce experiences tailored to the UAE market. Let's discuss your launch:
Trusted by Visionary Founders
"Control Shift has been instrumental in reshaping our digital strategy. Their commitment to excellence and deep industry knowledge set them apart."
Asif Shuja
FOUNDER GEOPOCONSULT
"Control Shift raised our online presence, and their solutions fit the way we actually run our business."
Hasan Dweik
CEO ULTRATEC 3D
"Control Shift delivered strong results for our brand — they executed cleanly from day one."
Yasir Arafeh
CEO ULTRATEC 4D
"Control Shift has been instrumental in reshaping our digital strategy. Their commitment to excellence and deep industry knowledge set them apart."
Asif Shuja
FOUNDER GEOPOCONSULT
"Control Shift raised our online presence, and their solutions fit the way we actually run our business."
Hasan Dweik
CEO ULTRATEC 3D
"Control Shift delivered strong results for our brand — they executed cleanly from day one."
Yasir Arafeh
CEO ULTRATEC 4D
"Control Shift has been instrumental in reshaping our digital strategy. Their commitment to excellence and deep industry knowledge set them apart."
Asif Shuja
FOUNDER GEOPOCONSULT
"Control Shift raised our online presence, and their solutions fit the way we actually run our business."
Hasan Dweik
CEO ULTRATEC 3D
"Control Shift delivered strong results for our brand — they executed cleanly from day one."
Yasir Arafeh
CEO ULTRATEC 4D
Common Questions
NURAYA is a homegrown UAE luxury wellness brand founded by Yaser Alkatheeri (30 November Investment Group). It offers science-backed daily nutritional supplements, longevity formulas, and specialized vitality products developed specifically for modern Middle Eastern lifestyles.
ControlShift built the complete web platform at nuraya.ae, including bilingual English/Arabic storefronts, interactive product showcases, downloadable digital catalogues, B2B partner application workflows, and high-performance mobile checkout.
Yes. The website features comprehensive bilingual support with authentic Arabic and English typography, mirrored navigation, and localized product descriptions.
Custom e-commerce platforms typically launch within 3 to 6 weeks, including discovery, custom UI/UX design, payment gateway integration, bilingual content implementation, and quality assurance.
Yes. We integrate major UAE and GCC payment gateways including Apple Pay, Stripe, Checkout.com, Network International, and Buy-Now-Pay-Later (BNPL) providers like Tabby and Tamara.
Have a Wellness or Retail Product Ready to Scale Online?
Tell us about your brand vision, product catalogue, and target market. We will help you scope a high-converting, bilingual digital storefront with payment integration and rapid fulfillment.
- Free e-commerce technical strategy & scoping
- Bilingual Arabic/English design & development
- Payment gateway & logistics integration (UAE/GCC)
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