Easy
A CONSUMER'S FAVORITE CHOICE AND RECOGNIZED AS A UNIQUE BUSINESS MODEL IN THE HEALTH AND BEAUTY CARE FIELD THROUGH DEVELOPING UNIQUE PRODUCTS, MARKETING SCHEMES AND MANAGERIAL SKILLS CONTINUOUSLY.
| Date | Investors | Amount | Round |
|---|---|---|---|
* | N/A | Growth Equity VC | |
| Total Funding | 000k | ||
Established in 1999, Easy Care is a significant player in Egypt's fast-moving consumer goods (FMCG) market, specializing in health and beauty care products. The company's journey began with a vision from its founder, who, after earning a medical degree in 1992, pivoted his career to establish the business. This background in medicine influenced the company's direction. Easy Care holds the distinction of being the first and only Egyptian company to transition from a microfinance origin to a holding company structure. A notable milestone in its corporate history is the April 2023 acquisition by Fine Hygienic Holding (FHH), a strategic move for FHH to expand its product offerings in the Egyptian market.
The company's business model is centered on manufacturing and distributing a wide array of personal care items. It operates the largest factory of its kind in the Middle East and Africa. Easy Care was a pioneer in the Egyptian market, being the first to introduce products like wet wipes and packaged hair removal solutions. Its product portfolio is extensive, segmented into categories such as Easy Sweet for hair removal, Easy Beauty for skincare including wet wipes and makeup removers, Easy Baby for infant care, and Easy Clean for hygiene products like sanitizers and soaps. The company also developed the Easy Safe line of sterilizing sprays in response to the COVID-19 pandemic. This diverse product range has enabled Easy Care to capture a substantial market share, reportedly holding 70% of the total hair removal market and 54% of the total wet wipes market in its region.
Easy Care serves the general consumer market with a focus on providing high-quality, affordable products. Its revenue is generated through the sale of these goods via broad distribution channels. The company emphasizes the use of natural ingredients in its formulations and states a commitment to not testing its products on animals. Following its acquisition, Easy Care is being integrated into the Fine Hygienic Holding portfolio, which is expected to enhance its market presence and distribution capabilities further.
Keywords: Easy Care, Egyptian FMCG, personal care products, beauty care, health products, wet wipes, hair removal, Easy Sweet, Fine Hygienic Holding, consumer goods, hygiene products, skincare, baby care, Alexandria, disinfectants, sanitizers, market leader, personal products manufacturer, cosmetic products