In May 2015, a consortium of investors led by Affirma Capital invested USD255m in Fine Hygienic Holding (FHH), a hygienic paper product manufacturer and wellness company headquartered in Jordan and the UAE.
In partnership with Affirma, FHH improved manufacturing inefficiencies, created a centralized and diversified procurement strategy to reduce raw material costs and began to transition into a wellness company. To increase margins and reduce its dependency on pulp, FHH launched premium products such as Fine Rx, a three-ply medicated line of tissues made with decongestant oils, and developed its Fine Guard product line, including gloves, disinfectant wipes and reusable masks, in response to the COVID-19 pandemic.
Affirma worked closely with FHH to promote gender diversity within the company. Since 2018, FHH has added four women to senior leadership roles, hired the first female sales representative in the fast-moving consumer goods industry in Saudi Arabia and established female-run production teams at its Saudi factories.
As of October 2020, FHH has achieved over USD500m in annual sales and has an active presence in nine MENA markets with exports to over 75 countries.