FHH’s acquisition of Easy to promote health, wellbeing

05 / 04 / 2023

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• Responsible Companies

Fine Hygienic Holding (FHH), the world-leading wellness group and manufacturer of hygienic paper products and long-term germ protection solutions, has recently acquired Easy Care for Cosmetics S.A.E. and New Easy for Cosmetics S.A.E. (together referred to as “Easy”), with an aim to promote health and wellbeing.

CEO of Fine Hygienic Holding  James Michael Lafferty said  “With Easy, Fine Hygienic Holding has found a brand that reflects our own tireless commitment to quality and care, making this acquisition a perfect, synergistic fit for our group—and our vision for the future. Our acquisition of Easy reflects FHH’s ongoing efforts to provide consumers with a comprehensive array of wellness products that cover all aspects of their health, happiness, and wellbeing. Egypt is a pivotal market for our group, and we at FHH are eager to be able to expand our offerings throughout the country and beyond.”

Lafferty added that both companies are deeply customer focused and strive to deliver the highest quality at affordable prices. FHH will build on Easy’s commitment to continue product improvement and exceptional product performance, in line with its own tireless pursuit of excellence.

Established in 1999, Easy is a market leader in the Egyptian FMCG industry, manufacturing a wide range of health and beauty products, including hair removal solutions, personal hygiene products, disinfectants and sterilizers, and baby care products. The company is particularly known for its Easy Sweet brand, which is a superior hair-removal wax that suits different skin types, and Easy Beauty Fresh Wipes as well as Easy Makeup Removal Wipes, which are free of alcohol and paraben products that give ladies a fresh, smooth, and moist skin.

Through its acquisition of Easy, FHH will be able to enrich its offerings in the Egyptian market, providing an even wider range of best-selling products to consumers, in line with its ambitious vision and commitment to continue investing in Egypt.