SEE Holding, the Dubai-based developer of The Sustainable City, has appointed Maye Musk, the internationally renowned dietitian, model, and author, as Global Voice of The Sustainable City, the company announced on January 20, 2026. The appointment underscores SEE Holding's effort to raise the profile of its net-zero urban development model as it expands into new markets across the Middle East and beyond. Musk, 77, brings decades of experience as a wellness advocate and will help shape global conversations around how cities can support healthy, balanced lives across generations through thoughtful design and sustainable planning.
The collaboration emerged from Musk's visit to The Sustainable City in Dubai last year, where she experienced the community's integrated approach to sustainable urban living. Faris Saeed, Founder and Chairman of SEE Holding, said Musk brings "a rare combination of credibility, clarity, and lived wisdom" to the sustainability dialogue, with her voice aligning naturally with the developer's belief that sustainability must translate into real impact measured through quality of life. The appointment carries no indication of search firm involvement and appears to reflect a direct engagement based on Musk's prior familiarity with the project and its values.
Musk is a registered dietitian nutritionist who holds two master's degrees, one in dietetics from the University of the Orange Free State in South Africa and another in nutritional science from the University of Toronto. She earned an honorary doctorate of dietetics from the University of the Free State in 2023 for her work in the field. Beyond her nutrition credentials, Musk has built a five-decade career as a professional model, becoming at age 69 the world's oldest CoverGirl spokeswoman in 2017. She is a bestselling author, with her 2019 memoir "A Woman Makes a Plan: Advice for a Lifetime of Adventure, Beauty, and Success" published in over 36 languages across more than 100 countries. She has served as President of the Consulting Dietitians of Canada and Chair of the Nutrition Entrepreneurs at the Academy of Nutrition and Dietetics in the United States. Since 2023, she has developed significant brand presence in China, where she represents major consumer companies and holds what sources describe as "star status."
The Sustainable City, developed by SEE Holding, is the Middle East's first fully operational net-zero energy community, spanning 46 hectares in Dubai's Dubailand district with approximately 3,000 residents in 500 solar-powered villas. The project integrates clean energy, indoor vertical farming, 100 percent wastewater recycling, and car-free residential zones. It has been recognized as the happiest community in the Gulf Cooperation Council for three consecutive years. SEE Holding, led by Dubai executives and viewing its mission as "spearheading a net zero emissions future to achieve 2050 targets today," is expanding the model across the Middle East with projects in Sharjah, Abu Dhabi, and Oman. In April 2025, the company unveiled The Sustainable City 2.0, an AI-driven expansion planned to house 20,000 residents and serve as a blueprint for climate-resilient cities.
The appointment reflects SEE Holding's escalating efforts to build brand awareness and credibility in advance of potential geographic expansion. By positioning Musk as the voice of its sustainability philosophy, the company appears to be leveraging her established authority in wellness and her demonstrated commitment to quality-of-life messaging to amplify the project's appeal to global audiences. Given that Musk's career has centered on long-term well-being, aging gracefully, and entrepreneurship across multiple decades and continents, the alignment with SEE Holding's people-centered urban development philosophy appears substantive rather than purely promotional. The move also coincides with the company's earlier discussions about pursuing a public listing, suggesting SEE Holding is building narrative momentum as it prepares for capital markets or further international expansion.
