SIRO One Za’abeel Hotel in Dubai

Health & Wellbeing


Proverb partners with SIRO: Redefining recovery and wellness in UAE

Proverb, a multi-award-winning sustainable skincare brand, founded by ex-Harlequins and England 7s rugby player Luke Sherriff and spa and skincare industry expert Kirstie Sheriff, is set to transform the wellness industry.

The much-anticipated new partnership with Kerzner’s newest hotel brand SIRO (which started February 5th), is a momentous achievement for Proverb, who will be at the heart of the prestigious fitness recovery hotel in Dubai. 

Desmond Cawley, SIRO One Za’abeel Hotel Manager, shared his excitement about the collaboration: “Proverb’s natural and organic products are created specifically for people who prioritise their health, physical performance, and the environment.”

SIRO Hotels sees great synergy potential in our partnership and shared values as we strive to inspire the fitness and well-being community to unite in a global movement powered by like-minded individuals,” he continues.


Proverb are intentional about using clean, natural, active clinically-proven ingredients in their products - harnessing Kirsty’s 20 years in cosmetic formulation.

“60% of what you put on your skin can be absorbed,” says Proverb Founder, Luke Sherriff (pictured below), which helps to explain Proverb’s mantra: ‘Get Out What You Put In.’

“At our core is our desire to make you feel more awesome. . . With healthy skin, a healthy body, and a healthy mindset.”

Proverb Founder, Luke Sherriff, sitting in SIRO One Za’abeel Hotel

Proverb is renowned for its commitment to eco-friendly practices and sport performance-led skincare, joining forces with SIRO to create the ultimate reset for health and fitness enthusiasts. Proverb's ethos aligns seamlessly with SIRO's vision to provide a world-leading fitness recovery hotel; SIRO ambassadors include AC Milan and Olympic Swimmer Adam Peaty.

SIRO embodies the future of fitness and health. Their state-of-the-art facility integrates cutting-edge fitness amenities, bedrooms engineered for rest, alongside the Recovery Lab offering Proverb Skin Workout and Assisted Stretch treatments - making it a perfect match for Proverb's values.

Luke reflects on growing a brand from the ground up: “SIRO is the perfect location for Proverb to showcase the last 6 years of our work. We’re looking forward to amplifying our mission in Dubai and shaping the future of fitness and wellness."

This is the first time Proverb will have amenities in the hotel bedrooms and communal spaces - aiding guests' experience and recovery with their signature wild mint and eucalyptus scent.

Proverb’s bathroom amenities within SIRO One Za’abeel Hotel in Dubai

Will Greenwood, Rugby World Cup Winner and ex-teammate, expressed his respect: “Having been there at the launch of Proverb, it is great to see how far Luke and Kirstie have come. Excited to see where their latest partnership with SIRO, focused on delivering world-class fitness and recovery, can take them."

You don’t need to go to Dubai to experience Proverb. Head to Proverb’s website to experience hotel-standard products for your home.

If you do fancy a trip to Dubai, check out our vegan travel guide to Dubai.

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