The Brand Story
Meet the people behind the magic.
After moving from Europe to the Middle East, Medhat discovered he had high cholesterol. Hesitant to take conventional medication because of its potential side effects, he decided to explore alternative healing methods. After 90 days of herbal treatment, a blood test showed encouraging results — the moment his interest in herbal medicine began.
The Founder
Medhat Alloush
After moving from Europe to the Middle East, Medhat discovered he had high cholesterol. Hesitant to take conventional medication because of its potential side effects, he decided to explore alternative healing methods. After 90 days of herbal treatment, a blood test showed encouraging results — the moment his interest in herbal medicine began.
In Europe, awareness of herbal treatment is high and widely used. Medhat saw an opportunity to bring that approach to the Middle East, a region with a rich heritage of nearly 3,000 types of herbs.
Then his daughter suffered a burn, and the traditional bandage changes were painful. When they found herbal treatments that aided her healing without leaving scars, his commitment to the field was sealed.
Medhat studied agricultural sciences at a life-sciences university in Poland and built a career in business development across Europe and the Middle East — a background that pairs science with commerce, and shapes how he thinks about herbs and what goes into the body today.
The name "Elixir" is inspired by the historical concept of the "Elixir of Life." We aim to embody that meaning — supporting people to improve their lives and experience the transformative power of our potions.
The Technical Expert
Ahmad Abu Kaff
After noticing that trust in herbal treatment was lower in Jordan than what he'd experienced in Europe — largely because genuine expertise was hard to find — Medhat researched the history of practitioners in the region and met the Abu Kaff family in Madaba, credible experts in the field.
Ahmad comes from a family that has specialized in herbs and alternative medicine for four generations. His grandfather, Mohammad Abu Kaff, carries fifty years of experience, with recorded interviews preserving that knowledge. Ahmad grew up surrounded by herbs — whenever someone in the house was unwell, herbs were the first treatment reached for.
Ahmad's expertise is experiential and traditional, passed down through generations rather than learned from a textbook. Together with Medhat, they developed a process for integrating herbs into everyday life, built equally around flavor and efficacy.
The trust architecture at Elixir House: Medhat leads the vision and the story, Ahmad substantiates it with inherited, hands-on expertise — each role completes the other rather than replacing it.
Team Member
Dr. Layan
Dr. Layan is Elixir House's pharmacist, overseeing the safety and dosage of every formula before it reaches a customer — turning Ahmad's inherited knowledge into a safe, considered protocol.
She also leads Elixir House's one-to-one personalized consultations, building a protocol around what each person's body specifically needs, rather than a generic recommendation.