Fine Hygienic Holding (FHH) recently hosted a media roundtable to share the latest updates and achievements of Easy Care, the leading health and beauty brand acquired by the group last year.

The acquisition of Easy Care aligns with Fine Hygienic Holding's strategy to expand its portfolio of high-quality products that meet evolving consumer needs, focusing on health, beauty, and personal care, while fostering sustainable growth and investing in the Egyptian market.

The roundtable was led by Nedal Zatari, Chief Commercial Officer at FHH, and Mohamed El-Demerdash, General Manager of Cosmetics and Cosmeceuticals at FHH. The event covered topics related to the accomplishments achieved since acquiring Easy Care, including a record-breaking sales performance in the third quarter of this year, which doubled compared to the same period last year, as well as the brand’s expansion into over 30 countries worldwide under the Easy Care and Fine labels.

“We are proud of our achievements since Fine Hygienic Holding acquired Easy Care nearly a year ago. With ambitious plans to boost sales and enter new markets, we are committed to supporting Egypt Vision 2030 to transform the country into a global export hub. We remain focused on innovation, investing in the latest technologies, and optimizing production processes to improve efficiency and competitiveness,” said Mohamed El Demerdash.

Since 1999, Easy Care has been a key player in Egypt’s consumer goods sector, specializing in a wide range of health and beauty products including wipes, hair removal solutions, personal hygiene, disinfectants, and childcare products. FHH is currently developing new products under the Fine and Easy Care brands, set to be launched soon in the Egyptian market, and for export, to meet the needs of a broader consumer base that FHH has been serving for over 65 years.