In the heart of Riyadh, HueLL Al-Diyyafi was founded on a singular belief: nothing about travel should feel ordinary—especially when the journey begins in the sky.

As the first Saudi company dedicated to designing, developing, and delivering exceptional in-flight amenity concepts across all cabin classes, HueLL Al-Diyyafi exists not merely to provide products, but to redefine travel experiences with innovation, elegance, and sustainability—aligned with Saudi Arabia’s Vision 2030.

From First Class exclusivity to the thoughtful details of Economy, we curate every element that shapes the journey: amenity kits, comfort essentials, lifestyle accessories, and cabin presentation. What began with sourcing has evolved into a fully integrated design and development studio—where we craft concepts from the ground up, ensuring every detail reflects both luxury and purpose.

From selecting exquisite materials to elevating the art of design, from the tactile elegance of packaging to the subtle impact of visual identity, we deliver solutions that enhance every guest experience—because in aviation, every detail tells a story.

Our team does not sell ready-made products. We create bespoke, innovative solutions tailored to each airline’s identity, ensuring every touchpoint—no matter the cabin—feels extraordinary. Because luxury in travel is not only for the few, but an experience every passenger should feel