The story of Hell began in 2019, when not just an idea, but a true concept was born in the Garage bar, located in the heart of the city. The constant costs of purchasing tobacco led Vadim to make a decision: to create his own product. During one of the hookah sessions, the thought arose — to try to make tobacco himself. After the first successful attempts, the process began to be taken seriously. The first experiments took place right in the bar’s kitchen, where a passion for hookah culture met a desire for independence. The tobacco was cooked in slow cookers.

The first production boiler was purchased, marking the birth of the Hell brand. From scratch, we developed the name, the first line of flavors, packaging, and sizes in 250g and 50g. Every step was taken with faith inour business and our taste.

Recognizing the need to refine the product has become a key stage of our development. The blend was completely revamped: Hell became stronger, richer and more technologically advanced. In the same year: the first official presentation was held in Pavlodar; a visit to the factory of one of the largest manufacturers in Moscow (oasis) took place – for training on the technological aspects of tobacco brewing and the basics of mixology; participation in the Nookah Club Show in St. Petersburg – the largest hookah exhibition in the world – where Hell became the first representative from Kazakhstan to exhibit.

A new production workshop was opened, and constant work has begun to improve the quality of the product. The process of collecting documents for obtaining a license was initiated. A trademark was registered. Continued participation in industry exhibitions to exchange experience. In November, the updated Hell was introduced.

Production capacity grew, the pace picked up. Taste presentations were held across Kazakhstan. The participation in John Calliano Central Asia was a major debut for the brand. The first product showcases took place in Almaty.

February: Hell became the first Kazakh tobacco brand to receive excise labeling – a mark of quality and legality.
May: A nationwide tour in Kazakhstan, launch of new flavors, and organization of events.
Autumn: collaboration with Shev Group, hosting vibrant taste events in Almaty and Astana.
September: participation in the IN Shisha exhibition (Germany), meetings with leading flavor and tobacco leaf manufacturers.
November: A visit to the World Shisha exhibition in Dubai.

January: Development of the tobacco-free Cyber blend began.
May: Launch of a new product.
May: Participation in the Tavehro exhibition (Geneva).
In parallel, work commenced on a light line made with Virginia Gold.

Hell is more than just tobacco. It's a team, a culture, a lifestyle. We continue to develop our flavors, strengthen the brand with the support of our ambassadors, and strive to become a symbol of the hookah industry in the CIS and beyond.