In 1974, Eng. Sayed El Reedy founded cosmetic company Fiancé; it was Reedy Group’s first business. In 1999, 25 years after it was started, Fiancé was the market leader in both Egypt and the United Arab Emirates, producing the first ever “Two-in-One” gel-cream worldwide. When Indian company Marico bought the company from Reedy Group, it was the highest grossing purchase in the cosmetic business in the Middle East of its time.
The sale of Fiancé did not end Reedy Group’s strong hold on cosmetics, however. In 2007, Reedy Group purchased Dr. Shabrawishi, which was founded in 1922 and is the longest running cosmetic company in the Middle East. When they bought Dr. Shabrawishi, the company had a deficit of 9 million LE. Reedy Group turned things around for the ailing Dr. Shabrawishi, giving it a boost of much needed energy and creativity, revamping it with the Group’s principles; it is currently valued at 1.8 billion LE.
From there, Reedy Group continued to touch up their already illustrious cosmetic sector. It re-launched beloved brands like Mink for women in 2014/2015 and Royal for men in 2015/2016. It developed new brands like Herbavita Hair Care, Biotree, Little Ones, and Ranyaj. It restructured the company in order to have space to grow, and grow it continues to be doing.
Reedy Group spends billions of Egyptian Pounds in the Cosmetic Sector, insuring their market dominance, especially in shampoos and gel products.
Reedy Group factories in Omraneia and 6 of October are equipped with top-of-the-line machinery. The high-tech digital system, from manufacturing to bottling to packing is fully automated, means that their products maintain the highest of standards. Twelve hundred employees work in the cosmetic sector alone.
Reedy Group’s success in this sector is most apparent in their expansion. There is now a Reedy USA, Reedy United Arab Emirates, Reedy Ethiopia and Reedy Ghana.
