Said Salim Bawazir Sons For Toothpaste & Sweetener Ltd Co

What Said Salim Bawazir Sons For Toothpaste & Sweetener Ltd Co does

Said Salim Bawazir Sons For Toothpaste & Sweetener Ltd Co, operating as MISFACO, is a privately held Saudi Arabian FMCG manufacturer founded in 1998 and headquartered in Jeddah. The company manufactures and distributes oral care products — Siwak-F toothpaste (14 SKUs, launched 2005), Active In toothpaste (2 SKUs, 2013), and a mouthwash line (2 SKUs, 2013) — and stevia-based natural sweeteners — Steviana (12 SKUs, 2007) and Oscar Stevia (1 SKU, 2019). Production runs from a 3,300 m² facility in Jeddah Industrial City (Phase 5 since 2009, with a new advanced facility designed in 2019), and the company holds ISO 22000, HACCP, and halal certifications underpinning its export eligibility.

The business operates a wholesale/B2B distribution model, selling finished consumer products through independent distributors, pharmacies, retail chains, and health stores. Pricing is not publicly disclosed and there is no SaaS, licensing, or subscription layer; revenue is generated entirely through one-time product sales. Customer-facing brand awareness is built organically through shelf presence in physical retail rather than direct-to-consumer marketing, with only a LinkedIn corporate page as a documented digital channel.

Geographically, MISFACO serves the Saudi domestic market plus export markets across Europe (Azerbaijan, Belgium, Luxembourg, Lithuania, Holland, Germany, Turkey), North America (USA, 12+ states including Puerto Rico), and Asia/Australia (Russia, Australia, Yemen). The company remains family-owned with no disclosed institutional investors, no public listing, no disclosed management team, and no M&A activity, and relies on its two flagship brands (Siwak-F and Steviana) plus complementary SKUs as its primary commercial assets.

Name

Said Salim Bawazir Sons For Toothpaste & Sweetener Ltd Co

Legal name

Said Salim Bawazir Sons for Toothpaste and Sweeteners Ltd. Co.

Website

https://misfaco.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

MISFACO is a privately held Jeddah-based Saudi manufacturer of oral care products (Siwak-F, Active In, mouthwash) and stevia sweeteners (Steviana, Oscar Stevia), distributing 31 SKUs globally to distributors, pharmacies, retail chains, and health stores across the Middle East, Europe, the USA, and Asia.

Ownership category

akta.pro rank

Product category

Personal Care & Food Manufacturing

NAICS

Toilet Preparation Manufacturing (32562), Food Manufacturing (311)

SIC

Food And Kindred Products (2000), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Deodorants & Antiperspirants (CRADANAA)

Keywords

• Oral care manufacturing
• Toothpaste products
• Stevia sweeteners
• Consumer personal care
• Halal certified FMCG

Headquarters

HQ city

Jeddah

HQ country

Saudi Arabia

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Products Sales: Manufacturing and sale of personal care products (toothpaste, mouthwash) and food products (stevia sweeteners) through distributors, pharmacies, retail chains, and health stores

Go-to-market motion1 record

Distribution channels4 records

Marketing channels2 records

Core offering

MISFACO is a Jeddah-based manufacturer that produces oral care products (toothpaste and mouthwash) and natural stevia-based food sweeteners under brands including Siwak-F, Steviana, Active In, and Oscar Stevia. Products are manufactured at its Jeddah Industrial City facility and sold through distributors, pharmacies, retail chains, and health stores across Saudi Arabia and international markets in Europe, the USA, and Asia/Australia.

Product overview

MISFACO is a manufacturing company producing oral care and sweetener products. The portfolio includes Siwak-F toothpaste (14 SKUs, launched 2005) and Active In toothpaste (2 SKUs, 2013) for oral care, complemented by a mouthwash line (2 SKUs, 2013). The sweetener portfolio comprises Steviana (12 SKUs, 2007), a natural zero-calorie stevia sweetener, and Oscar Stevia Sweetener (1 SKU, 2019) for the natural sweetener segment. Products serve the Saudi and regional markets through distributors, pharmacies, retail chains, and health stores.

Differentiator

Problem solved

Functional benefit

Brands

• Siwak-F: Flagship toothpaste brand with 14 SKUs, launched in 2005
• Steviana
• Oscar Stevia Sweetener
• Active In
• Mouthwash

Products and services

• Siwak-F Toothpaste Flagship toothpaste brand from MISFACO with 14 SKUs tailored to regional preferences in the Middle East; sold through distributors, pharmacies, retail chains, and health stores.
• Steviana Natural Sweetener Natural zero-calorie stevia sweetener with 12 SKUs trusted across the region; serves consumers seeking sugar alternatives through retail and health stores.
• Active In Toothpaste Toothpaste line with 2 SKUs launched in 2013 to diversify MISFACO's oral care portfolio beyond Siwak-F.
• Mouthwash Line Mouthwash product line with 2 SKUs launched in 2013 to complement MISFACO's oral care portfolio.
• Oscar Stevia Sweetener Natural stevia sweetener line with 1 SKU launched in 2019 to target the natural sweetener consumer segment.

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators3 records

Recent moves9 records

Expansion highlights3 records

Broad incumbents

• Unilever: Operates oral care brands Signal and Pepsodent across the Middle East, Africa, and Asia. Directly comparable to MISFACO as a multinational with mass-market toothpaste portfolios in the same geographies.
• Colgate-Palmolive: Global oral care leader (Colgate brand) operating broadly across toothpaste, mouthwash, and personal care. Comparable to MISFACO as the dominant global benchmark in the toothpaste category that MISFACO competes with in export markets.
• GSK Consumer Healthcare (now Haleon): Predecessor entity with Aquafresh and Sensodyne toothpaste and oral care portfolios. Directly comparable to MISFACO's toothpaste and mouthwash product categories across global markets.
• Cargill (Truvia, Pure Via): Markets leading branded stevia sweeteners (Truvia in the US, Pure Via globally). Directly comparable to MISFACO's Steviana and Oscar Stevia brands in the natural zero-calorie sweetener category.
• Haleon: Owns Sensodyne, Aquafresh, and parodontax. Comparable to MISFACO as a global oral care specialist whose toothpaste portfolio overlaps directly with MISFACO's category.

Emerging players

• Pyure Brands: US-focused branded stevia and monk fruit sweetener company. Comparable to MISFACO as a specialty natural-sweetener brand competing in the same zero-calorie segment as Steviana.
• Dabur: Indian CPG major with herbal toothpaste brands (Dant Kanti, Meswak). Comparable to MISFACO as an emerging-market player using herbal/botanical positioning in oral care, including siwak-based formulations.
• So Nourished: Specialty natural sweetener company focused on stevia-based and erythritol blends. Comparable to MISFACO's Oscar Stevia line as an emerging player in the natural sweetener segment.
• Marvis: Niche premium toothpaste brand with regional/Italian roots and global distribution. Comparable to MISFACO as a specialty differentiated toothpaste brand selling through retail and pharmacy channels.

Regional players

• Whole Earth (Britvic): UK-branded natural sweetener and beverage mix brand owned by Britvic. Comparable to MISFACO as a regionally rooted natural sweetener brand with international ambitions.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/said-salim-bawazir-sons-for-toothpaste-sweetener-ltd-co

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 →

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