What Easy does

Easy is a privately held Egyptian consumer health and beauty care company headquartered in Alexandria, with two manufacturing facilities in Borg El-Arab Industrial City (one for wipes and cosmetics, one for natural depilatory products) and a regional sales office in Cairo. The company operates as a holding company with five product sub-brands: Easy Sweet (hair removal spanning hot wax, cold wax, and wax strips with 100% natural ingredients and a minimum 6-week duration claim), Easy Beauty (shower gel with coconut oil and vitamin E, wet wipes, and micellar water makeup remover, alcohol- and paraben-free), Easy Baby (baby wipes with zinc oxide and aloe, plus shampoo and shower gel including Minions-licensed SKUs), Easy Clean (sanitizers, antiseptic hand soap, and alcohol-based sanitizing wipes with 15+ years of category experience), and Easy Safe (post-2020 COVID-19 sanitization sprays using Benzalkonium Chloride formulations). All products are positioned around 100% natural ingredients and a no-animal-testing policy.

The business model is direct-to-consumer retail distribution across Egypt through a network of approximately 50 commercial partners, generating revenue through unit sales of mass-market personal care products priced at consumer-accessible levels (pricing is not publicly disclosed). The company claims the largest personal care factory in the Middle East & Africa and reports daily output of around 70,000 units with cumulative sales of 250 million units. Easy holds 70% market share of Egypt's total hair removal market and 54% of the wet wipes market, having been the first Egyptian company to introduce packaged wet wipes and hair removal products.

The company was founded by Dr. Salama, who transitioned from a 1992 medical degree to entrepreneurship and grew the business from a microfinance origin into a holding company structure. It received institutional backing from The EuroMena Funds in a 2013 funding round. Easy markets through a bilingual (English/Arabic) corporate website and social channels (Instagram, Facebook), emphasizing natural formulation, category leadership, and brand values of quality and environmental commitment. Disclosure of financial details, ownership structure beyond the founder, and detailed partner identities is limited in publicly available material.

Name

Easy

Legal name

Easy

Website

https://easy-hbc.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Easy is an Egyptian consumer health and beauty products manufacturer headquartered in Alexandria, operating five sub-brands (Easy Sweet, Easy Beauty, Easy Baby, Easy Clean, Easy Safe) across hair removal, baby care, personal hygiene, and sanitization, distributed to mass-market consumers through retail partners in Egypt.

Ownership category

akta.pro rank

Product category

Personal Care Manufacturing

NAICS

Toilet Preparation Manufacturing (32562), Soap and Cleaning Compound Manufacturing (32561), Polish and Other Sanitation Good Manufacturing (325612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Bath & Shower Products (Soaps, Body Wash, Bath Additives) (CRADANAB)

akta.pro secondary industries

Baby Bath & Cleansing (CRABAJAA), Intimate & Personal Hygiene Washes (CRABAEAF), General All-Purpose Cleaners (CRAJAMAA)

Keywords

• Hair removal products
• Personal care manufacturing
• Wet wipes
• Baby care products
• Hand sanitizers

Headquarters

HQ city

Alexandria

HQ country

Egypt

HQ region

Africa

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Consumer Health & Beauty Products Sales: Easy generates revenue through the sale of consumer health and beauty care products including hair removal (Easy Sweet), wet wipes and beauty products (Easy Beauty), baby care products (Easy Baby), personal hygiene products (Easy Clean), and sanitization products (Easy Safe). Products are sold directly to consumers through retail distribution networks across Egypt.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Easy manufactures and sells consumer health and beauty care products under five sub-brands: Easy Sweet (hair removal wax and strips), Easy Beauty (shower gel, wet wipes, makeup remover), Easy Baby (baby wipes, shampoo, shower gel), Easy Clean (sanitizers, disinfectants, antiseptic soap, sanitizing wipes), and Easy Safe (COVID-19 focused Benzalkonium Chloride surface and device sanitization sprays). All products are formulated with 100% natural ingredients, manufactured without animal testing, and distributed across Egypt through retail channels.

Product overview

Easy is a consumer health and beauty care company headquartered in Alexandria, Egypt, operating as a holding company. The company manufactures five distinct product sub-brands: Easy Sweet (hair removal products including hot wax, cold wax, and wax strips), Easy Beauty (personal care including shower gel, wet wipes, and makeup remover), Easy Baby (baby care including wet wipes and shampoo/shower gel), Easy Clean (hygiene products including sanitizers, disinfectants, and wet wipes), and Easy Safe (COVID-19 focused sanitization sprays containing Benzalkonium Chloride). The company emphasizes 100% natural ingredients across its portfolio, does not test on animals, and operates the largest personal care factory in the Middle East and Africa. With 20 years of experience, 250 million units sold, and 50 partners, Easy holds 70% market share in Egypt's hair removal market and 54% of the wet wipes market.

Differentiator

Problem solved

Functional benefit

Products and services

• Easy Sweet Easy Sweet is Easy's hair removal product line offering hot wax, cold wax, and wax strips made with 100% natural ingredients. Hot wax variants include olive oil, white honey, black honey, and roses in 50gm and 120gm sizes. Cold wax variants include charcoal and mint, coconut and pineapple, and shea butter and vanilla in 200gm. Wax strips come in chamomile and jojoba oil in 17- and 41-strip sizes. The water-soluble formula does not clog pores and provides hair removal effects lasting a minimum of 6 weeks, targeting women consumers in Egypt.
• Easy Beauty Easy Beauty is Easy's personal beauty care line comprising shower gel, fresh wet wipes, and micellar water makeup remover. The shower gel is alcohol- and paraben-free, contains coconut oil for 24-hour moisturizing, and vitamin E, available in coconut, mixed berry, and rose scents in 750ml. Fresh wet wipes contain Benzalkonium Chloride for COVID-19 protection. The micellar water makeup remover targets daily personal care for women.
• Easy Baby Easy Baby is Easy's baby care product line including wet wipes, shampoo, and shower gel. Baby Active wet wipes contain zinc oxide, panthenol, aloe vera gel, and vitamin E for diaper protection. Sensitive skin wipes are alcohol- and paraben-free with chamomile. Minions-branded products include shampoo and shower gel suitable for sensitive skin that does not cause eye irritation (200ml), and wet wipes with natural fruit scents, targeting mothers and caregivers of infants and children.
• Easy Clean Easy Clean is Easy's personal hygiene and cleaning line offering disinfectant, antiseptic hand soap, alcohol-based sanitizers, and sanitizing wipes for families and individuals. The range includes Clean Solution disinfectant in 125/250/500ml sizes, antiseptic hand soap with glycerin in 450ml across various scents, 70% alcohol sanitizer spray and gel in 3ml to 750ml sizes, antibacterial wipes in 20/40/80 packs, and alcohol sanitizing wipes in 1/25/70-wipe packs.
• Easy Safe Easy Safe is Easy's COVID-19 focused sanitization spray line made of Benzalkonium Chloride. The range includes device sterilizer for electronics (100ml), home disinfectant for surfaces (500ml), car sterilizer for vehicle interior and exterior (250ml), and a multi-purpose disinfectant suitable for homes, cars, and devices, targeting families and individuals needing virus and germ protection.

Quantifiable outcome

• Hair removal effect lasts minimum 6 weeks
• +4 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Unnamed Partner 1minorOthersOne of 10 partner companies shown in the company's partner logos section. Partner names are not disclosed on the website.

Scale indicators10 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Marico: Indian CPG company focused on hair care (Parachute, Livon) and edible oils. Comparable to Easy Sweet on hair-focused personal care and natural-ingredient positioning in emerging markets.
• Dabur: Indian Ayurvedic and natural personal care CPG company with strong hair care, skin care, and baby care portfolios. Comparable to Easy on natural-ingredient positioning and emerging-market distribution.
• Himalaya Wellness: India-based natural personal care and wellness company with baby care, skincare, and hygiene lines. Comparable to Easy Baby and Easy Beauty on herbal/natural ingredient positioning.

Broad incumbents

• Reckitt Benckiser: Owner of Dettol, Lysol, Durex, and personal care brands that compete directly with Easy Clean disinfectants and Easy Safe sanitizers. A dominant incumbent in hygiene and sanitization globally and in MEA markets.
• Procter & Gamble: Global CPG giant with extensive personal care, hygiene, and cleaning product lines that compete with Easy Sweet, Easy Clean, and Easy Safe in Egypt and across MEA. Comparable on product categories and retail distribution model, though P&G operates at vastly larger scale.
• Unilever: Multinational CPG company with strong presence in personal care, hygiene (Dove, Lifebuoy, Domestos), and sanitization — directly overlapping with Easy Beauty, Easy Clean, and Easy Safe. Key competitive threat in the Egyptian mass-market CPG space.
• Beiersdorf: Owner of NIVEA, Eucerin, and Hansaplast, with personal care and cleansing lines comparable to Easy Beauty and Easy Baby. Operates broadly in MEA distribution.
• Henkel: German CPG company with beauty care (Schwarzkopf, Fa) and laundry/home care divisions. Comparable to Easy in personal cleansing and household cleaning product categories across MEA markets.

Regional players

• Eva Pharma: Egyptian pharmaceutical and personal care manufacturer with a wide consumer health portfolio. Operates in the same Egyptian market with overlapping personal hygiene, baby care, and cosmetics categories as Easy.
• Groupe Socota: North African (Tunisia-headquartered) textile and consumer products group. Comparable as a regional North African manufacturing group with consumer-facing product portfolios, though with different category mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/easy-care-health-and-beauty-care

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Easy