About Us
Founded in Damascus in 1965, our journey began with a belief rooted in care, integrity, and faith — “Do it with excellence, for Allah loves excellence.”
Despite challenges and change, we rebuilt with resilience, guided by family values and gratitude.
Today, we represent affordable luxury, delivering trusted cleaning and perfuming solutions to families in over 28 countries, known for purity, performance, and care.
For 60 years, our promise remains the same: quality that endures, care that protects, and a touch of faith in every home.
Our Brands
Facts
Established 1965
Square Meters: 200,000
Employees: 1,500
Items: 384
PCS Washed Daily: 80,000,000
Hands Washed Daily: 10,000,000
Kitchenware Washed Daily: 100,000,000
Vision
To become a globally trusted brand, delivering beauty, freshness, and affordable luxury to every home rooted in faith, guided by family values, and inspired by the belief that true success is achieved when it is shared.
Mission
We push boundaries to deliver high-quality cleaning and perfuming solutions that serve families with performance, joy, and trust. Guided by faith and family values, we grow with purpose while giving back to the communities that inspire our journey.
Core Values
COURAGE
We challenge norms with courage and confidence to lead with purpose.
IMPACTFUL
We create products that make everyday life easier and more joyful.
GENUINE
True to our heritage and faith, we act with honesty and respect.
CARING
We care for people, families, and communities with heart and responsibility.
UNIQUE
We stand out through authenticity, creativity, and distinction.