Fast Company Middle East unveils the Brands That Matter 2025 list, celebrating 20 winners across 13 categories. These brands are making a real difference, combining purpose with performance to create lasting impact. From sustainability and finance to retail and technology, they’re reshaping industries and championing values that matter most today.

The health and wellness sector is rapidly evolving, driven by greater consumer awareness and demand for personalized, preventative care. Innovation spans from digital health platforms to alternative therapies, reshaping how individuals engage with their health journeys. As societal priorities shift, brands are playing a crucial role in fostering resilience, longevity, and quality of life.

Cigna Healthcare

For turning insight into healthier lives

Cigna Healthcare MEA has focused on advancing health and well-being across the region with a clear purpose. Innovation continues to drive Cigna’s work, with tools like FlexRay, an AI-powered health assessment aimed at early musculoskeletal care, and the ConnectForHealth series, which makes expert advice more accessible. The company’s community efforts include over 1,000 health screenings for underserved workers, education initiatives in Kenya, and employee wellness programs. Beyond its programs, Cigna’s influence extends to shaping national health strategies and promoting fitness initiatives, such as the Cigna Run & Fitness movement, reinforcing its role as a trusted partner for healthier futures across the region.

GymNation

For breaking barriers to active living

Since its founding in 2018, GymNation has aimed to make fitness more affordable and accessible across the Middle East. It now serves over 110,000 members across 20 gyms in the UAE and Saudi Arabia. GymNation has also introduced AI-powered voice agents and chatbots to improve customer service and streamline operations. Beyond the gym, it builds community through free fitness events, an active social media presence, and employee equity programs. Sustainability measures include digital onboarding and energy-efficient facilities.

Haleon

For making self-care a shared responsibility

Haleon’s focus on improving everyday health has marked its growing role in the Middle East. This year’s key development is collaboration with the University of Sharjah to create a new academic program to train pharmacists in self-care and community health advocacy, strengthening preventive wellness in the region. Campaigns like the Self-Care Index and #HealthInHerHands helped to shift public health conversations and encourage healthier habits. Haleon invests in digital health literacy, supports employee mental wellbeing, and partners with organizations like the Pain Management Institute to address community health challenges. Its sustainability and equity goals are ambitious, aiming for net-zero emissions by 2040 while empowering women in healthcare and promoting public health.

M42

For driving care that’s smart, fair, and sustainable

M42 is reshaping healthcare by treating it as a universal right and blending human expertise with AI and cutting-edge clinical science. This year, it introduced the Middle East’s first Heavy Ion Therapy at Cleveland Clinic Abu Dhabi and launched Med42, the region’s pioneering clinical AI language model to provide precise, scalable care while cutting costs and minimizing errors. The use of AIRIS-TB technology is making tuberculosis screening faster and more accurate. With a network spanning 480 clinics worldwide, M42 actively engages communities through health campaigns and partnerships focused on early detection, education, and equitable access. On the sustainability front, they use AI to optimize resources, explore genomics in plant biodiversity, and support marine conservation projects. 

Medcare

For breaking barriers with healing and AI

Medcare is reshaping healthcare in the region by focusing on patient-centered care that spans prevention, treatment, and rehabilitation. The recent opening of Medcare Royal Specialty Hospital introduces innovative multi-sensory healing alongside AI-driven diagnostics and robotic surgery, raising the bar for surgical care. Its network is growing, with 10 new medical centers and expanded telemedicine services that reach beyond borders, supporting global access and medical tourism, particularly in the field of gene therapies. The group prioritizes community health with programs focused on prevention, women’s wellness, and inclusive care. Sustainability efforts include digital health initiatives aimed at cutting waste and emissions. Additionally, Medcare supports Emiratisation and empowers Emirati women, reinforcing its commitment to cultural inclusivity.