Who We Are

In all we do, we strive to empower purpose, cultivate excellence, and care for people. We want our clients to know that they are in good hands, that we are invested in them, and want to see them thrive. Our desire is to empower you with a sense of confidence & poise and to equip you to empower purpose in others. 

Our Story

Meet Noel Asmar

Designer. Creator. Trend-setter. Traveller. Leader.

Noel Asmar, founder of the women-owned and founder-led Noel Asmar Group and its respective brands, is a Canadian designer and business leader in the wellness sector.

Beginning her career in hospitality, Noel spent a decade overseas drawn in by a passion for languages, cultures, art, fashion, and flavors. Upon returning to Canada, she launched Noel Asmar Uniforms—the first designer spa uniform—in 2002.

Rooted in the idea that uniforms should be Made For the Way You Move™, the brand brought a fresh, fashion-forward, and functional approach to dressing spa and wellness professionals, quickly receiving industry awards and accolades for stepping out of the box. Taking what was once a boxy and boring spa uniform and elevating it to chic, stylish tunics, NAU became the go-to brand for spa professionals, synonymous with empowerment, confidence and high quality.

Ahead of the times, Noel began the line ensuring collections were size inclusive, running her collections in XXS-5XL in many styles to maximize the power of dressing for success, and included thoughtful details, flattering fits, high-performing fabrics and incorporating sustainable fabrics and materials wherever possible.

After two decades dressing wellness professionals and working with iconic brands and properties worldwide, Noel Asmar Uniforms expanded in 2022 with Asmar Scrubs™ to support professionals in the growing healthcare, medical, and wellness field. With the new collection, NAU has become the first spa, medical, and wellness Uniform company specializing in uniforms for an entire team--from practitioners and care providers to front desk and reception.

Noel’s deep connection to the wellness community, strengths as a leader, and desire to give back, has fueled her desire to keep innovating for the growth and empowerment of the practitioners that dedicate their lives to caring for others. She has taken an active role in with various professional organizations, including the International Spa Association, where she sat on the board of directors for six years. Her work continues to receive international attention, with features in Harper’s Bazaar and Vogue, while Noel’s creativity, innovation, and business savvy have seen her recognized as one of Canada’s Top 20 Female Entrepreneurs and awards for innovation and sustainability.

Noel currently lives in Metro Vancouver, British Columbia, Canada, with her husband, three children, and fur babies.