To accommodate the rapidly increasing number of women joining the workforce, Alf Khair launched a work-readiness programme with a unique methodology that saw international brands such as Burberry, Louis Vuitton and Carrefour become clients. Alf Khair’s programme saw hundreds of women upgraded in skills including financial literacy and self-branding. Founder H.R.H. Princess Reema Bandar Al-Saud’s efforts were recognized by Fast Company magazine’s award for Most Creative Person in 2014.

Alf Khair preceded Catmosphere’s foundation, yet it is an example of work that led to the creation of a more formal establishment for multiple initiatives, all underpinned by the common narrative to amplify the message that wellbeing is interconnected.