Samara Al Badri is a leader dedicated to elevating beauty, health, and wellness brands through marketing solutions. She holds a degree in Biomedical Science from Victoria University of Wellington and possesses a deep passion for creative innovation. After several years in the healthcare corporate world, Samara realized that the traditional office setup wasn’t the right fit for her. In 2018, she embraced a remote career, unlocking opportunities to collaborate with health and wellness practitioners and growing businesses. This transition allowed her to help clients develop marketing strategies without the usual office hassles, fostering meaningful partnerships and driving their success.
As the founder of Behind Wellness, a full-service unlimited marketing agency, Samara leverages her diverse career experience spanning clinical research, technology, and entrepreneurship to empower businesses. She understands the common frustrations that business owners face with traditional marketing approaches—lengthy hiring processes, unreliable freelancers, and expensive agencies. Determined to provide a better solution, Samara established Behind Wellness to offer a dedicated all-in-one marketing team (a truly unlimited service model) and a flexible, month-to-month partnership with a flat, transparent pricing structure with no project limits, tokens, or hourly caps. This approach eliminates the stress of managing multiple vendors and allows clients to receive comprehensive marketing support tailored to their unique needs, enabling them to focus on what they do best: growing their businesses and serving their customers.
In this exclusive interview, Al Badri shares her wisdom on how to use technology, build real relationships, and create brands that succeed in today’s ever-changing world. She’s a true leader in wellness marketing, shaping the future of the industry. As the wellness world keeps evolving, Al Badri’s ideas and methods provide a guide for building brands that truly connect with customers and grow in a healthy way.
Behind Wellness is a unique blend of science, creativity, and business. What inspired you to establish the agency, and how does your background in biomedical sciences influence your approach to helping brands in the beauty, health, and wellness industries?
Behind Wellness started with my passion for the beauty, health, and wellness industries and a simple mission: make marketing easier for businesses. After spending several years in the healthcare corporate world, I realized that the traditional office setup just wasn’t for me. So, in 2018, I took the plunge into a remote career. This switch opened up amazing opportunities to work with incredible clients like health coaches and growing businesses, helping them develop their marketing without the usual office hassles.
One thing I kept hearing from business owners was just how frustrating marketing can be. Whether it was sifting through endless resumes, juggling countless interviews (hiring can take more than three weeks on average which is a huge drain on time and resources), or dealing with unreliable freelancers and pricey agencies, the traditional marketing landscape was full of headaches, leaving business owners stuck in a frustrating cycle.
That’s when Behind Wellness decided to find a solution by introducing a truly unlimited service model. Having a dedicated marketing team that handles everything you need without the hassle of hiring and managing freelancers or signing up with expensive agencies. Our solution is a commitment-free, month-to-month partnership where you pay a flat, transparent price and get unlimited marketing support. No more stressing about hours, tokens, or project limits—we take care of all your marketing tasks at once, so you can focus on what you do best: growing your business and serving your customers.
We use a streamlined project management system through our tech portal, making collaboration, real-time updates, and communication super smooth. This setup not only boosts our efficiency but also ensures everything runs without a hitch. Having solid processes in place is crucial because, at the end of the day, we’re a dedicated partner. We take the time to understand specific business goals and challenges, delivering customized marketing strategies that drive real results.
Combining my passion for the industry with smart use of technology, Behind Wellness is all about making marketing simple, effective, and stress-free. It’s what drives us and shapes how we help our clients succeed.
As a leader in these dynamic industries, what do you see as the most significant shifts in consumer behavior, and how do you help brands adapt to these trends?
In 2025, one of the biggest changes I’ve noticed is how AI and advanced technologies are becoming a regular part of our daily lives. AI is totally changing the way people find, interact with, and experience brands. Whether it’s getting personalized recommendations or having customer service run smoothly on autopilot, technology is making these interactions more efficient and tailored to each person like never before.
But even with all this tech progress, people are really craving authenticity, connection, and transparency more than ever. They want genuine interactions and honest communication from the brands they support. Consumers are on the lookout for brands that not only meet their needs but also share their values and fit into their lifestyles.
On top of that, there’s a growing focus on personalized and holistic well-being solutions that take care of both physical and mental health. People are seeking out comprehensive approaches that address their unique needs and promote overall wellness.
At Behind Wellness, we help brands navigate these shifts using data to understand consumer behavior better, allowing us to create highly personalized marketing campaigns that hit the mark. This means our clients can connect with their audience in the right way at the right time.
At the same time, we put a strong emphasis on authentic storytelling and transparent communication. By highlighting each brand’s unique story and values, we help build real connections between our clients and their customers. Every piece of content we create is designed to resonate personally and build trust and loyalty.
By doing this with a focus on genuine connection, we ensure our clients stay relevant, build meaningful relationships, and effectively engage with their customers in this ever-changing landscape.
Your agency focuses on enhancing visual identity and marketing strategies. Can you share a project or achievement that stands out as a milestone in your entrepreneurial journey?
One of the most memorable milestones for Behind Wellness was partnering with a dental practice that was really struggling with their marketing. They were dealing with limited resources and had to choose between overloading their sole marketer with various tasks or hiring an entire team to handle most of the workload. This situation was not only stretching their finances thin but also causing a lot of frustration because they didn’t have enough support.
That’s when Behind Wellness stepped in. By teaming up with us, the dental practice found the perfect solution to support their needs. Instead of going through the hassle and expense of hiring multiple new employees or unreliable freelancers, they gained access to our talented team of graphic designers, copywriters, video and motion designers, digital advertisers, and web developers—all for the cost of adding just one more employee. This smart collaboration allowed them to manage multiple projects at the same time, boosting their productivity without the financial strain of expanding their in-house team.
The results were amazing. During our partnership, the dental practice saw an increase in productivity compared to the previous year. By outsourcing their marketing needs to Behind Wellness, they saved both time and money. Our team handled everything from creating high-quality graphic assets and compelling copy to running effective digital ad campaigns. This not only enhanced their marketing capabilities but also freed up their internal team to focus on what they do best—delivering exceptional dental care—without the added stress of managing marketing tasks.
Plus, our streamlined and consistent content creation process gave their online presence and brand visibility a big boost. They could engage more effectively with their target audience, attract new patients, and build a loyal community around their practice. The efficiency and cost savings we provided allowed them to allocate resources more strategically, leading to sustained growth and success in a competitive market.
This project was a pivotal moment in my entrepreneurial journey as seeing the dental practice thrive and overcome their marketing challenges reaffirmed my mission to simplify and enhance marketing for beauty, health, and wellness businesses.
The intersection of health and wellness with marketing can be complex. What are some challenges you’ve faced while helping brands navigate this space, and how did you overcome them?
One of the biggest challenges is ensuring that all marketing materials comply with industry regulations. Health and wellness brands must be cautious about the claims they make to avoid misleading consumers. To address this, Behind Wellness emphasizes education and collaboration. We work closely with our clients to understand the specific regulations in their niche and stay updated on any changes in the industry. This ensures all content is both compliant and trustworthy.
Another challenge is helping brands stand out in a saturated market. With so many competitors, it’s crucial to identify and highlight what makes each brand unique. We conduct thorough market research and competitor analysis to find gaps and opportunities. By crafting a unique value proposition and telling a compelling brand story, we help our clients differentiate themselves and connect more deeply with their target audience.
As someone driving innovation, what are your thoughts on the future of branding in the wellness industry, and how do you see Behind Wellness evolving in the next five years?
Looking ahead, I see branding in the health and wellness industry becoming all about genuine connections and community. People want to feel like they’re part of something bigger and are drawn to brands that truly understand and support their wellness journeys.
One big trend is personalized experiences. Consumers aren’t interested in one-size-fits-all marketing anymore. They crave tailored content that speaks directly to their unique needs and goals. At Behind Wellness, we’re all about creating flexible marketing strategies that adapt to each client’s specific audience, making every campaign feel personal and relevant.
Storytelling is another key area. Sharing authentic stories that highlight a brand’s mission and values helps build trust and loyalty. We love helping our clients craft these compelling narratives that go beyond just selling a product – it’s about sharing their journey and impact.
Building strong communities is also becoming crucial. Whether it’s through interactive social media, engaging events, or collaborative projects, fostering a sense of belonging keeps customers coming back. We plan to ramp up our community-building efforts, organizing more interactive campaigns and events that get people involved and connected.
In the next five years, Behind Wellness will expand our services to cover even more aspects of marketing, like influencer partnerships and experiential marketing. We want to be the go-to team that handles everything, so our clients can focus on what they do best. By staying on top of marketing trends and continuously refining our strategies, we’ll help our clients stay ahead in a fast-changing market.
We’re also committed to deepening our client relationships. Think of us as your trusted partner, always ready to support and adapt to your evolving needs. This means more personalized support, proactive strategies, and always being there to help you reach your goals.
Ultimately, Behind Wellness is all about simplifying and enhancing marketing for beauty, health, and wellness businesses. Over the next five years, we’ll keep growing by staying true to our mission, embracing new trends, and helping our clients build strong, authentic brands that connect deeply with their audiences.
Many professionals aspire to lead with both vision and impact. What personal habits or philosophies have helped you stay grounded and motivated in your career?
Staying grounded and motivated is all about finding that sweet spot between work and personal well-being for me. I make sure to keep my nutrition on point—eating balanced meals really fuels both my body and mind, keeping me energized throughout the day. Alongside that, strength training is a big part of my routine. Not only does it keep me physically strong, but it also builds mental resilience, which is super helpful when juggling the ups and downs of running a business.
I also prioritize mindfulness practices like meditation and yoga. Taking a few minutes each day to clear my mind helps me stay focused and reduce stress. Plus, I love hitting the books—whether it’s the latest marketing trends or a good personal development read, staying curious keeps me inspired and ready to tackle new challenges.
Continuous learning and adaptability are key philosophies I live by. The marketing world is always changing, so staying open to new ideas and approaches is crucial. I also believe in the power of collaboration. Having a supportive team and mentors around me not only makes navigating challenges easier but also makes celebrating successes that much sweeter.
Gratitude plays a huge role too. I regularly take time to reflect on what we’ve achieved at Behind Wellness and appreciate the progress we’ve made. It keeps me motivated and reminds me of the positive impact we’re creating for our clients.
By balancing good nutrition, staying active, practicing mindfulness, embracing continuous learning, and maintaining a gratitude mindset, I ensure that I stay balanced, resilient, and driven. These habits not only support my personal well-being but also enhance my ability to lead Behind Wellness with both vision and impact.
Lastly, what is one piece of advice you’d give to aspiring entrepreneurs who want to turn their passions into thriving businesses?
My top tip? Stay resilient and keep your vision front and center. Starting a business is definitely a wild ride with its fair share of highs and lows. There will be moments when things don’t go as planned, but holding onto what you’re passionate about will help you push through the tough times. It’s okay to pivot and adapt when needed, as long as you stay true to what excites you.
Another important thing is to build a strong, supportive network. Surround yourself with people who believe in you—mentors, peers, and professionals who can offer advice and encouragement. You don’t have to do everything on your own. Collaborating with others who bring different strengths to the table can make a huge difference.
Also, focus on what you do best and don’t get bogged down by tasks that aren’t your forte. For example, when I transitioned to running Behind Wellness, I made sure to partner with talented individuals who could handle the marketing while I focused on crafting strategies for our clients. Delegating effectively allows you to concentrate on what truly matters.
Lastly, never stop learning and stay curious. The business world is always changing, so being open to new ideas and approaches is key to staying relevant. Whether it’s reading up on the latest trends, taking a course, or simply staying engaged with your industry, continuous learning keeps your business fresh and innovative.
Remember, persistence and genuine passion are what turn dreams into reality. Keep pushing forward, stay connected to your “why,” and don’t lose sight of the impact you want to make. With resilience, the right support, and a clear vision, you can turn your passion into a thriving business.