Fine Hygienic Holding acquires Easy Care, New Easy companies for cosmetics

Fatma Salah
2 Min Read

Fine Hygienic Holding (FHH), the manufacturer of hygienic paper products and long-term germ protection solutions, has acquired Easy Care for Cosmetics and New Easy for Cosmetics (together referred to as “Easy”), consumer goods companies based in Alexandria. 

The full integration of Easy into the FHH portfolio is expected to take place within the coming months.

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.

FHH’s shareholder Affirma Capital was critical in sourcing and executing the opportunity and the successful closing of the transaction.

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. 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. 

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