Everkind Wellness Partners with Bien-Etre for UAE Resale Deal

Everkind Wellness Inc., a Toronto-based emotional wellness company, has entered into an exclusive reseller agreement with Bien-Etre Ltd., a personalized longevity and diagnostics firm based in the United Arab Emirates (UAE). The agreement, effective as of September 15, 2026, will see Bien-Etre serve as Everkind’s exclusive distributor in the UAE for a six-month term, with the potential for automatic renewal.

The partnership reflects a shared belief that true longevity requires not only physical optimization but also sustained mental and emotional wellness. Timothy Ko, Head of Partnerships & Business Development at Everkind, expressed enthusiasm about the collaboration, stating, "Mental wellness is not separate from longevity; it is foundational to it. We're proud to partner with Bien-Etre, an organization that understands that living longer and living better requires caring for the mind with the same rigour and personalization we bring to caring for the body."

Bien-Etre, whose offerings include NAD⁺ intracellular testing and personalized skincare and supplementation protocols, views mental wellness engagement as a key pillar of healthspan extension. Aly Rahimtoola, the founder of Bien-Etre, elaborated, "Everkind's platform is a natural extension of our philosophy. By combining our science-backed diagnostics and supplementation with Everkind's AI-driven mental wellness tools, we're offering our clients something genuinely whole: a path to longer, healthier, and more emotionally resilient lives."

Under the terms of the agreement, Bien-Etre will act as Everkind's exclusive distributor in the UAE, purchasing platform access at standard wholesale rates with no upfront cash payments, minimum performance commitments, or share issuances by either party. The agreement automatically renews for successive six-month periods unless either party provides the required non-renewal notice. It may also be terminated prior to expiry under standard commercial provisions, including for uncured material breach or non-payment.

The collaboration positions Everkind across Bien-Etre's full UAE channel footprint, spanning corporate wellness programs, clinical settings, and individual consumers. This move is part of Everkind's broader strategy of embedding its platform within established wellness and care ecosystems globally. The UAE, with its growing network of corporate clients, clinics, and direct-to-consumer channels, serves as the initial market of focus for this partnership.

Everkind's platform combines AI-powered journaling and personalized meditations, acting as an intelligent companion that learns and adapts with each user, grounded in evidence-based practices and designed for daily habit formation. The company aims to make mental and emotional support accessible, affordable, and stigma-free.

Bien-Etre, on the other hand, operates in the UAE, combining advanced diagnostics, including NAD⁺ intracellular testing and personalized skincare, with supplementation protocols to help individuals measure, understand, and optimize their biology. The company's mission is to redefine longevity as something measurable, personal, and human, moving from anti-aging toward pro-living.

The agreement is seen as a significant step in Everkind's international expansion into the Middle East, with the UAE serving as the initial market of focus. The partnership is expected to bring AI-powered mental wellness to audiences at the intersection of performance, longevity, and self-optimization, addressing the unique needs of the UAE's diverse population, many of whom are away from family and seeking emotional support.

This strategic alliance underscores the growing recognition of the importance of mental and emotional wellness in the pursuit of overall health and longevity. By integrating Everkind's platform into Bien-Etre's offerings, the companies aim to provide a comprehensive approach to wellness, addressing both physical and mental health needs of their clients.