UHG launches Pure by Serenity luxury wellness brand

Trade Arabia

12-03-2025

United Hospitality Management (UHM), a global leader in luxury hospitality, has announced the launch of Pure by Serenity, a new sub-brand of 'Serenity– The Art of Well Being'.
Pure by Serenity has been created to bring luxury wellness experiences to boutique hotels and resorts all while maintaining the exceptional quality and service standards that Serenity is known for, the company said.
Maria d'Orey, Global Director, Serenity– The Art of Well Being, said: 'We're incredibly excited to launch Pure by Serenity this Q2, with many more destinations already in the pipeline. Pure represents a significant step forward for 'Serenity-The Art of Well Being' as we bring our philosophy of world-class wellness to a wider audience. This isn't just about expanding, it's about ensuring that more guests can experience our signature blend of luxury and care no matter where they are. We're looking forward to creating memorable, transformative experiences for even more people through this new chapter.'
Pure by Serenity offers a refined wellness experience, providing treatments that cater to a wider range of guests. While it retains the elegance and bespoke service of 'Serenity, The Art of Wellbeing' this new sub-brand offers a more scalable and adaptable solution for properties seeking to provide a premium wellness offering.
'We are thrilled to introduce Pure by Serenity,' said Carlos Leal, Chairman and Board Member of United Hospitality Management. 'Pure allows us to extend the world-class wellness services of Serenity to a broader range of properties, all while maintaining the same level of luxury and personalized care. With Pure, we are committed to offering exceptional wellness experience that guests can trust and enjoy, no matter where they are.'
The launch of Pure by Serenity is further complemented and coincides with 'Serenity – The Art of Well Being' at Pine Cliffs Resort, Algarve, Portugal, being honoured with the Forbes Travel Guide 4-Star distinction. This prestigious award acknowledges Serenity's position among the top luxury spas in the world and underscores its commitment to excellence, innovation, and a holistic approach to well-being.
'Serenity The Art of Well Being' remains a sanctuary for relaxation, recovery, and rejuvenation, offering guests personalized treatments that are tailored to their specific needs. Whether guests are looking to unwind or re-energize, Serenity's offerings ensure a transformative wellness experience that reflects the property's dedication to luxury and bespoke care, a statement said.