If you had to describe the connection between Lávika and Cloud 7 in one word, what would it be?
Belonging.
Both Lávika and Kerten Hospitality share the belief that meaningful experiences are deeply connected to a sense of place.
Lávika was born in Sicily, a land that continues to shape our identity and our approach to beauty and wellbeing. With AlUla, we found a destination with an equally powerful identity, where landscape, culture and heritage are integral to the hospitality experience.
This shared respect for place is what makes the partnership feel both authentic and relevant.
What is the part of Lávika’s story you’re proudest of today?
We are particularly proud of having built a brand that is deeply rooted in its origins while speaking a contemporary and increasingly international language.
Sicily is the foundation of Lávika, but our ambition has always been to go beyond geography. We combine scientific research, high-performance formulations and sensoriality to create a modern approach to skincare and wellbeing.
Today, seeing Lávika enter distinctive international hospitality destinations such as AlUla represents an important step in that evolution. It demonstrates that a strong local identity can become a universal language when it is translated with authenticity and vision.
Where do you see Lávika’s way of thinking meet Kerten’s approach to hospitality?
We see a strong alignment in the way both brands approach experience, identity and place.
Kerten Hospitality creates destinations that are not disconnected from their surroundings, but shaped by them. AlUla is a particularly powerful expression of this approach, where the natural landscape, cultural heritage and contemporary hospitality coexist within one experience.
Lávika follows a similar principle. We believe skincare and wellbeing should never feel standardised or detached from context. Within hospitality, our products and rituals become part of the guest journey, creating moments of care and connection that complement the identity of the destination.
This shared approach allows the partnership to go beyond product placement and become a more meaningful expression of wellbeing.
What does wellbeing mean to you when it becomes part of a hospitality experience?
For Lávika, wellbeing in hospitality means creating an experience that supports the guest both physically and emotionally throughout their stay.
Today, wellbeing extends far beyond the traditional spa environment. It is increasingly integrated into everyday gestures and personal rituals: how we begin the day, how we recover after travelling, how we care for our skin and body, and how we create moments of pause.
We believe hospitality has a unique opportunity to transform these simple gestures into memorable experiences. Skincare can play an important role in this journey by bringing together efficacy, sensoriality and ritual.
Ultimately, the most successful wellbeing experience is one that becomes part of the memory of a destination.
What do you imagine when you picture Lávika’s philosophy travelling to new Kerten destinations?
We see the opportunity to build a long-term dialogue between Lávika’s philosophy and the individual identity of each Kerten destination.
Our objective would never be to replicate exactly the same experience in different places. While Lávika’s core values remain consistent — scientific research, sensoriality, conscious beauty and a strong connection to place — their expression within hospitality can evolve according to each destination.
AlUla represents an important first chapter of this journey. Its extraordinary identity provides a unique context in which to introduce Lávika’s approach to wellbeing and create an experience that feels relevant to both the destination and its guests.
As the partnership evolves, we see significant potential to explore new destinations together, developing experiences that remain recognisably Lávika while responding authentically to the culture, landscape and character of each place.
