On any other day, if I were offered the chance to experience a fire towel massage, my immediate reaction would likely be to politely decline. The thought of flames anywhere near my body is far from comforting.
But, for the sake of writing this piece and understanding the growing trend, I decided to step out of my comfort zone and experience it firsthand. To my surprise, despite the initial fear, the process wasn’t nearly as terrifying as I imagined.
Fire towel massages, an ancient Egyptian technique, are becoming popular in Nairobi. Known as Huo Liao or “fire massage,” it involves applying herbal oils, placing towels soaked in alcohol on the body, and briefly igniting them. The heat helps the body absorb the oils, promoting muscle relaxation and relieving stress.
Zakaria Farax, the co-founder of Taiba Alternative Medicine and Beauty Center in Parklands, Nairobi, applies the ancient Pharaonic technique. He starts by applying oil and chamomile to stimulate blood circulation and alleviate pain.
“There's lot of rubbing as I communicate with the client,” Zakaria says.
And then comes the heat.
Zakaria places several layers of towels and insulating materials on the back. On top, he adds a towel soaked in alcohol and sets it on fire. It burns for about a minute before being extinguished with a wet towel he had dipped earlier.
Zakaria co-founded Taiba to introduce modern and traditional alternative therapies to East Africa. After working in Malaysia and Morocco, he realised that Kenya lacked advanced alternative treatments like fire towel massages.
A fire massage session for a client at the Taiba Alternative Medicine and Beauty Centre in Westlands on March 12, 2025.
Photo credit: Bonface Bogita | Nation Media Group
“When we opened Taiba, we saw that no one was doing fire towel massages here, and there was a gap in the market,” he explains. “People in Kenya are still heavily reliant on conventional medicine, but there’s a growing curiosity about alternatives—especially for managing chronic pain.”
How a fire towel massage works
What purpose does the fire serve in the message? Zakaria explains.
“People focus on the fire, but it’s the herbal oils that make this therapy effective. The fire helps the body absorb the oils, which aid in muscle relaxation and stress relief.”
Each session typically lasts around an hour and costs Sh6,000.
While the price might seem steep, Zakaria believes the benefits far outweigh the cost.
“For those suffering from chronic pain, this therapy offers relief without pharmaceutical drugs. It’s not just about relaxation, it’s about healing,” he says.
And the sessions are tailored to the client’s condition after a health assessment. “We always assess the client’s health and tailor the session accordingly.”
Taiba Alternative Medicine and Beauty Centre co-founder Zakaria Farax attends to a client at the facility in Westlands, Nairobi on March 12, 2025.
Photo credit: Bonface Bogita | Nation Media Group
Despite its growing popularity, misconceptions about the safety of fire towel massages remain. Zakaria acknowledges these concerns: “Many people assume it’s dangerous because it involves fire, but it’s quite safe when performed by trained professionals. We follow strict safety protocols, especially in places like hotels where fire detectors are installed.”
Before starting any session, Zakaria and his team conduct a thorough health check.
“If the client’s condition allows us to apply the method, we proceed. If not, we don’t. Some clients have underlying conditions, like hypertension or vein issues, so we need to ensure the treatment won’t cause complications.”
Most of Zakaria’s clients are older individuals, particularly from the Somali community, who are familiar with alternative treatments like fire massage.
“They’ve known about it through tradition, especially in the Somali community, where it’s rooted in Middle Eastern and Islamic practices. It’s something passed down through generations.”
Beyond the Somali community, Zakaria also attracts clients from Southeast Asian and Indian backgrounds, who are similarly familiar with these types of therapies.
Zakaria’s centre also offers fire cupping therapy, another ancient practice gaining traction in Kenya. Fire cupping involves placing heated cups on the skin to create suction, which is believed to draw out toxins and improve circulation.
“We offer both wet and dry cupping,” Zakaria says, explaining the differences: “Dry cupping uses suction alone, while wet cupping involves making small incisions to release toxins through bloodletting. After a session, you’ll notice marks on the skin—those marks indicate where toxins were released.”
Misconceptions persist about cupping too. “People think cupping is harmful because of the bloodletting,” Zakaria says. “But we’re not drawing blood from veins. We’re only removing toxins trapped between the skin and muscles. It’s a crucial distinction.”
A cupping therapy session for a client at Shelton Executive Spa on Kiambu Road in Nairobi on March 12, 2025.
Photo credit: Bonface Bogita | Nation Media Group
He emphasises the importance of safety. “We use sterile equipment and follow strict hygiene protocols. After every session, we disinfect the tools. Our clients’ health and safety come first.”
The 'Fireman Therapist'
Another practitioner who has embraced fire towel massages is Benson Maina, also known as the “Fireman Therapist” on social media.
Unlike Zakaria, who discovered the technique abroad, Benson first encountered it while working as a barber in Mombasa.
“When I saw how effective it was for back pain, I knew I had to bring it to Nairobi,” Benson recalls. “I had clients in Mombasa who couldn’t stand up straight before a session, but after, you could see the change in their faces, the pain and stiffness gone, like a heavy weight lifted.”
Benson’s approach is similar to Zakaria’s, but his background in the beauty industry shapes how he customises treatments. He emphasises that safety and proper technique are paramount.
Benson Maina, also known as the ‘Fireman Therapist’ on social media, does a fire towel massage on a client at Shelton Executive Spa in Nairobi during the interview on March 12, 2025.
Photo credit: Bonface Bogita | Nation Media Group
“It’s about controlling the fire and ensuring the heat heals, not harms. The fire never directly touches the skin, and the flames are always carefully managed.”
He charges Sh6,000 for fire towel massages and Sh5,000 for cupping therapy, depending on the client’s condition.
According to Benson, both therapies are especially effective for individuals with chronic pain. “I’ve had clients who tried physiotherapy and painkillers without much success. After a few sessions, they tell me, ‘I should have come here first.’”
He says many of his clients suffer from back pain or migraines.
Like Zakaria, Benson has a diverse clientele. Many come to him as a last resort. “They’ve tried hospitals and different treatments, and come to me saying, ‘Let me just try this as the last thing’.”
He’s also seen an increase in younger clients exploring alternative therapies. “We’re seeing more younger people, especially those with desk jobs or phone-related posture issues. They come in with neck and shoulder pain, and these therapies help.”
Despite the growing interest, both Zakaria and Benson agree that scepticism still exists. Some doctors remain wary of the safety and efficacy of the treatments.
A growing future
As interest in alternative therapies grows in Nairobi, both Zakaria and Benson are optimistic. Zakaria hopes more people will embrace these techniques as part of a holistic wellness approach. “There’s a growing curiosity about alternative medicine in Kenya. People are starting to realise there are other ways to manage pain and stress beyond conventional methods.”
Benson has built a thriving business around fire towel massages and cupping therapy, but the journey hasn’t been easy—especially gaining the trust of clients across different backgrounds.
“It took time for people to understand what I was doing, especially since Hijama (wet cupping) is traditionally known in the Muslim community,” he says. “But over time, as people saw the results, they came around.”
Now, Benson earns up to Sh500,000 a month on a good run, with his client base growing steadily.
Social media—especially TikTok—has played a major role in his business. “When I started, I needed a platform where I could post without paying for visibility,” he explains. “One of my videos hit 4.8 million views. Even the negative comments help, people share and talk, and the word spreads.”
“I’m passionate about helping people feel better,” Benson adds. “Whether through fire towel massages or cupping therapy, the goal is the same; to relieve pain and improve people’s lives.”
For both Zakaria and Benson, the ultimate reward is the smile on a client’s face after a session. “Seeing someone walk out without the burden of pain—that’s why I do what I do,” says Benson with a smile.
