Nunu

What Nunu does

Nunu (legal entity: Batterjee Factory Co. for Cosmetics Ltd) is a Saudi Arabia-based baby care and personal care manufacturer, headquartered in Jeddah and operating as a subsidiary of the diversified Batterjee Holding Company. The company produces a full baby care portfolio across three categories: baby cosmetics (shampoos, washes, lotions, creams, oils, powders, colognes, wet wipes, sanitizers, cotton buds), disposable diapers in five size tiers plus a premium Relax line, and gift/promotional packs. The company also produces adjacent household detergents and disinfectants under the same legal entity. Over 90% of ingredients in washes, lotions, and shampoos are of natural origin based on ISO standards, and products are developed through a five-step safety assurance process (raw material selection, ingredient assessment, clinical evaluation, real-body testing, ongoing evaluation) and clinically tested for skin and eye irritation.

Nunu operates its own manufacturing in Saudi Arabia and a production unit in Egypt, distributing domestically through major retail chains (Panda, Lulu, Carrefour, Othaim, Danube, Bindawood, Sarawat, Manuel, Alraya, Farm, Tamimi, Nesto) and digitally through Amazon.sa, Noon.com, its own website, and a dedicated mobile application. Internationally, the company exports to Gulf Cooperation Council countries, broader Arab markets (Syria, Lebanon, Jordan, Palestine, Iraq, Yemen), North and East Africa (Algeria, Morocco, Libya, Tunisia, Sudan, Ethiopia, Somalia), South Asia (Pakistan, India), Turkey, and Europe (including Belgium), supported by an active seeking distributor partners program. Revenue is generated through one-time consumer product sales across baby, kids, and adult (sensitive skin) segments, with pricing not publicly disclosed. The company holds SASO, ISO 9001, and DAS certifications and complies with SFDA standards, and is led by Sheikh Mohamed Batterjee (founder), Sheikh Mazen Batterjee (VP, Batterjee Holding), and Mr. Sohail Fayyad (Managing Director).

Name

Nunu

Legal name

Batterjee Factory Co. for Cosmetics Ltd

Website

https://www.nunu.com.sa

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

101–250 employees

Short description

Nunu is a Jeddah-based baby care and personal care manufacturer (Batterjee Factory Co. for Cosmetics Ltd) producing cosmetics, diapers, and gift sets, distributed across Saudi retail chains, e-commerce platforms, and exports to GCC, Arab, African, South Asian, and European markets, serving parents of newborns, babies, kids, and adults with sensitive skin.

Ownership category

akta.pro rank

Product category

Baby Care Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro industry

PRIMARYCRABAJAA

Baby Bath & Cleansing

Consumer Products & Retail/Beauty & Personal Care/Baby & Child Personal Care

SECONDARYCRABAJAC

Diapering & Wipes (Diaper Creams, Wipes)

Consumer Products & Retail/Beauty & Personal Care/Baby & Child Personal Care

SECONDARYCRABAJAG

Baby Powder & Anti-Chafe

Consumer Products & Retail/Beauty & Personal Care/Baby & Child Personal Care

SECONDARYCRADALAE

Baby Diapers & Training Pants

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Paper Goods & Disposables (Tissue, Diapers, Feminine Care)

Keywords

• Baby care products
• Baby cosmetics
• Infant skincare
• Disposable diapers
• Baby hygiene products

Headquarters

HQ city

Jeddah

HQ country

Saudi Arabia

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Baby Care Products Sales: Direct product sales of baby care cosmetics including baby shampoo, hair conditioner, 2-in-1 shampoo plus, lotion, bath foam, soap, moisturizing cream, scented and antibacterial wet wipes, baby oil, baby powders, baby colognes, and disposable diapers. Also includes gift sets and promotional packs.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Nunu manufactures and sells a comprehensive range of baby care products including baby cosmetics (shampoo, wash, lotion, oil, powder, cologne, wet wipes, cotton buds, hand sanitizer), disposable diapers in six sizes, and gift/promotional packs. Products are developed with a proprietary Tears Free formula, over 90% natural-origin ingredients, and a five-step Safety Assurance Process, and are sold through major retail chains, e-commerce platforms, and export distributors across the Middle East, Gulf, European, and African markets.

Product overview

Nunu is a comprehensive baby care product portfolio consisting of three main product categories: Baby Cosmetics (skincare, haircare, and personal care products including washes, lotions, oils, powders, colognes, wipes, and sanitizers), Disposable Diapers (in six size variants from newborn to extra large, plus a premium Relax line), and Gift Sets (standard, promotional, special offer, and seasonal packs). The company also produces adult-oriented versions of select products. Over 90% of ingredients in washes, lotions, and shampoos are of natural origin, and all products are clinically tested for safety and efficacy, exceeding industry standards for over 20 years. Nunu is owned by Batterjee Holding Company and operates from Saudi Arabia with distribution across the Middle East, Gulf region, and select international markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Baby Shampoo (Tears Free)
• Baby Conditioner and Shampoo Plus (2-in-1)
• Baby Cologne
• Baby Lotion and Baby Soft Cream
• Jelly (Deep Moisture Jelly Cream)
• Baby Oil
• Baby Powder
• Wet Wipes
• Cotton Buds
• Hand Sanitizer
• New Born Diaper
• Small Diaper
• Medium Diaper
• Large Diaper
• Extra Large Diaper
• Relax Diaper (Premium Line)
• Nunu Baby Gift Sets
• Nunu Promo Packs
• Special Offer Packs
• Seasonal Packs
• Baby Wash / Baby Bath / Baby Shower Wash / Baby Soap

Quantifiable outcome

• Products beat the highest safety standards in the world according to company claims
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Batterjee Holding CompanycoreOthersParent company that owns Nunu Baby Care Products Ltd. Batterjee Holding Company is the overarching corporate entity providing strategic direction and ownership for the baby care business.
• SFDA (Saudi Food and Drug Authority)coreOthersRegulatory body that ensures products meet safety standards. Nunu works with SFDA and SASO for compliance and uses preservatives with decades of safe use and support from these regulatory bodies.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Johnson's Baby: Johnson & Johnson's global baby care line covering washes, shampoos, lotions and oils. It is the most direct global competitor to Nunu across the same baby cosmetics categories in MENA retail.
• Pampers: Procter & Gamble's flagship disposable diaper brand. Directly competes with Nunu's diaper line across all size segments in Saudi/GCC grocery and pharmacy channels.
• Huggies: Kimberly-Clark's diaper and baby wipes brand. Competes head-to-head with Nunu's diapers and wipes in MENA mass-market retail.
• Baby Dove: Unilever's baby care range (washes, lotions, shampoos) explicitly positioned around gentleness and sensitive skin. Closely mirrors Nunu's 'gentle + dermatologist-tested' value proposition.
• Mustela: French premium baby skincare brand owned by Expanscience. Competes with Nunu in the natural/gentle baby cosmetics niche, increasingly distributed in MENA pharmacies and specialty channels.
• Himalaya Baby Care: India-based herbal baby care range (shampoos, lotions, oils, soaps). Closely comparable natural/herbal positioning and emerging MENA distribution make it a relevant peer to Nunu.
• Sebamed: German pH-balanced baby and sensitive-skin care brand. Directly comparable 'clinically tested, gentle formulation' positioning aimed at parents prioritizing medical/dermatological credibility.

Regional players

• Molfix: Hayat Kimya's diaper and baby care brand, dominant in Turkey and other regional markets. Comparable as a regionally-anchored diaper competitor contesting Nunu in adjacent MENA geographies.
• Dabur Baby: Dabur's baby care range based on natural/Ayurvedic ingredients. Comparable herbal-natural positioning and South Asian origin make it a relevant regional peer to Nunu's natural-origin platform.

Broad incumbents

• Chicco: Artsana's broad baby care portfolio (washes, creams, wipes). Overlaps with Nunu's baby cosmetics range while operating as a larger, established international baby brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/nunubabycare
• LinkedInlinkedin.com/company/batterjee-factory-co.-for-cosmetics-ltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Nunu