Strategic direction

Strategic direction

  • Propelling our growth in body care, cosmetics, & OTC products while maximizing the value of our existing portfolio

  • Selectively expanding in the attractive Egyptian market of 90+ million consumers via expanding in key potential geographic areas.

  • Fostering a quality and results oriented organization with a culture based on Trust, Innovation, Partnership and Personal Accountability.


  • We put consumer on top of our minds in everything we do.

  • We ensure a win-win partnership with all stakeholders.

  • We act differently as we focus on providing innovative solutions for unmet needs.

  • Our values & behaviors and compliance to local regulations determine how we work together and are integral to our drive for success.