Fine acquires local health and beauty firm Easy

Fine gets Easy: Amman- and Dubai-headquartered hygiene products manufacturer Fine HygienicHolding (FHH) has acquired Alexandria-based health and beauty company Easy, it said in astatement(pdf) yesterday. Fine didn’t disclose the value of the transaction. It said Easy would be “fully integrated” into its portfolio.

The acquisition includes Easy Care for Cosmetics and New Easy for Cosmetics — together referred to as Easy. It comes courtesy of EM private equity firm Affirma Capital, an FHH shareholder that Fine said was “critical in sourcing and executing the opportunity and the successful closing of the transaction.” Enterprise was unable to reach a company spokesperson to comment on the news.

The acquisition seeks to expand Fine’s product offering in Egypt: The acquisition will enable FHH to “provide consumers with a comprehensive array of wellness products,” said CEO James Michael Lafferty. “Egypt is a pivotal market for our group, and we at FHH are eager to be able to expand our offerings throughout the country and beyond.”