household & toiletries manufacturing co. ltd (sukhtian)

What household & toiletries manufacturing co. ltd (sukhtian) does

Households & Toiletries Manufacturing Co. HTM Sukhtian is a Jordanian consumer packaged goods manufacturer, established in 1972 and headquartered in Amman, that produces personal care, beauty care, health care, household cleaning, baby care, kids care, hair care, oral care, and insecticide products. Its product line spans approximately 138 items across 9 categories and is sold under a portfolio of 13 sub-brands (HairMate, KillGerm, Lamsa, Tarrad, Oleman, Tropisun, Fleur, Zeal, Snow, Fungazzi, SeaFresh, Atom-B, and Vape) unified under the consumer-facing HiGeen brand. The company does not rely on a single proprietary technology platform; rather, its capability sits in multi-category CPG formulation, manufacturing, and brand stewardship across personal hygiene and household cleaning verticals.

The company monetizes through three channels: (1) a direct-to-consumer e-commerce storefront at higeen.co for individual end-customers, (2) a regional distributor/retailer recruitment program covering Jordan and the broader Middle East, and (3) a dedicated HORECA (hotels, restaurants, catering) product collection serving commercial buyers. Marketing is executed through owned digital channels (Facebook, Instagram, Twitter, YouTube, email/HiGeen Club newsletter), branded content/blog, and community event sponsorship. No public pricing, revenue, or unit economics are disclosed, and the company operates as a privately-held entity with no parent company or institutional investors identified.

Name

household & toiletries manufacturing co. ltd (sukhtian)

Legal name

Households & Toiletries Manufacturing Co HTM Sukhtian

Website

https://sukhtian-htm.com

Company type

Private

Founded year

1972

Operating status

Operating

Short description

Households & Toiletries Manufacturing Co. (HTM Sukhtian) is a Jordanian CPG manufacturer, founded in 1972, producing 138+ personal care, household, baby care, and insecticide products across 13 sub-brands under the HiGeen umbrella, sold via DTC e-commerce, distributors, and a HORECA channel across Jordan and the Middle East.

Ownership category

akta.pro rank

Headquarters

HQ city

Amman

HQ country

Jordan

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

Revenue model

1. Consumer Product Sales: Revenue generated from manufacturing and selling physical consumer products including personal care, beauty care, health care, household basics, baby care, kids care, hair care, oral care, and insecticide categories. Products are sold through direct e-commerce and distributor/retail channels.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Household & Toiletries Manufacturing Co. Ltd (Sukhtian) manufactures and sells branded consumer packaged goods under the HiGeen family, spanning personal care, beauty care, health care, household basics, baby care, kids care, hair care, oral care, and insecticide products. The portfolio covers 138+ SKUs across multiple sub-brands including HairMate, KillGerm, Lamsa, Tarrad, Oleman, Tropisun, Fleur, Zeal, Snow, Fungazzi, SeaFresh, Atom-B, and Vape. Products are sold through the company's own higeen.co e-commerce site, a distributor/retailer network across Jordan and the Middle East, and a dedicated HORECA channel for commercial hospitality customers.

Product overview

HiGeen is a multi-brand consumer goods platform operated by Households & Toiletries Manufacturing Co. HTM Sukhtian in Jordan. The portfolio consists of multiple sub-brands (HairMate, KillGerm, Lamsa, Tarrad, Oleman, Tropisun, Fleur, Zeal, Snow, Fungazzi, SeaFresh, Atom-B, Vape) organized into product categories including Personal Care (50 items), Beauty Care (14 items), Health Care (25 items), Household Basics (31 items), Baby Care/Baby Line (11 items), Kids Care (7 items), Hair Care, Oral Care (4 items), and Insecticide (6 items). The company operates as a direct-to-consumer e-commerce platform selling these branded products to end consumers in Jordan.

Differentiator

Problem solved

Functional benefit

Brands

• HairMate: Product brand under HiGeen family
• KillGerm
• Lamsa
• Tarrad
• Oleman
• Tropisun
• Fleur
• Zeal
• Snow
• Fungazzi
• SeaFresh
• Atom-B
• vape

Products and services

• Personal Care products Core product category with 50 items covering shower gel, foam, and general personal hygiene products, sold under the HiGeen brand family for everyday consumer personal hygiene use.
• Beauty Care products Beauty product category offering 14 items for consumer beauty and grooming routines, sold under the HiGeen brand family.
• Health Care products Health-related product category with 25 items covering consumer health and wellness maintenance products, sold under the HiGeen brand family.
• Household Basics products Household cleaning and basic necessities product category with 31 items for everyday household cleaning needs, sold under the HiGeen brand family.
• Baby Care products (Baby Line) Dedicated baby care product line with 11 items and a dedicated collection page, designed for baby care use, sold under the HiGeen brand family.
• Kids Care products Children's care product category with 7 items for kids grooming and hygiene needs, sold under the HiGeen brand family.
• Hair Care products Hair care product category with 14 items for consumer hair care needs, sold under the HiGeen brand family.
• Oral Care products Oral hygiene product category with 4 items for everyday oral care, sold under the HiGeen brand family.
• Insecticide products Insect pest control product category with 6 items for household pest control, sold under the HiGeen brand family.
• HiGeen HORECA collection Dedicated commercial product line for hotels, restaurants, and catering businesses, offering commercial-grade personal care and cleaning products for hospitality sector buyers.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Broad incumbents

• Unilever: Unilever operates a large portfolio spanning personal care, beauty, home care, health, and hygiene products. Its brand architecture, mass-market distribution, and everyday-use categories make it a relevant incumbent benchmark for HiGeen.
• Dabur: Dabur is a multinational consumer products company focused on health, personal care, and everyday-use brands, particularly in emerging markets. Its regional-market orientation and health/personal-care mix make it a useful emerging-market benchmark for HTM Sukhtian.
• Henkel: Henkel operates beauty care and laundry, home-care, and adhesive consumer businesses. Its beauty and household portfolio overlaps with HiGeen's category structure while providing an incumbent benchmark for brand and channel execution.
• PZ Cussons: PZ Cussons sells branded personal care, beauty, and household products across multiple international and emerging markets. It is comparable because its portfolio mix and route-to-market model resemble HTM Sukhtian's broad everyday consumer assortment.
• Procter & Gamble: Procter & Gamble is a global consumer packaged goods company with personal care, health, oral care, baby, and household cleaning brands. It is a broad incumbent comparison for HTM Sukhtian because it competes for the same household purchasing occasions and retail shelf space.
• L'Oréal: L'Oréal is a global beauty and personal care company with a large brand portfolio and extensive consumer distribution. It is an incumbent benchmark for HTM Sukhtian's beauty, hair, sun-care, and personal-care ambitions, although it is substantially more global.

Direct peers

• Eva Cosmetics: Eva Cosmetics is a Jordan-based manufacturer and marketer of personal care, beauty, and household products serving regional markets. It is a close regional comparison because it combines local manufacturing, branded consumer products, and distribution across the Middle East.
• SC Johnson: SC Johnson specializes in household cleaning, pest control, and related consumer products. It is a direct comparison for HTM Sukhtian's insecticide and household basics categories and offers a benchmark for scaled branded distribution.
• Reckitt: Reckitt focuses on health, hygiene, and household products across consumer and professional channels. It is a useful direct comparison because its portfolio overlaps with HTM Sukhtian's personal care, cleaning, pest-control, and hospitality-related offerings.
• Colgate-Palmolive: Colgate-Palmolive is a global branded consumer products company centered on oral care, personal care, and household products. Its oral-care exposure and broad consumer distribution provide a direct benchmark for HTM Sukhtian's oral care and personal care portfolio.

Market position

Strengths4 records

Weaknesses4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xtwitter.com/i/flow/login?redirect_after_login=%2Fhigeenclub
• YouTubeyoutube.com/@higeenfamily53?feature=shared
• Facebookfacebook.com/HiGeenJo
• Instagraminstagram.com/higeenjo?igsh=MXh6NDJxc2thbG51Mg==

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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