Fine Hygienic Holding

Fine Hygienic Holding: The Business of Wellness

Since 1958, Fine Hygienic Holding has stood as an industry leader, consistently breaking barriers and progressing to become one of the world’s leading Wellness Groups and manufacturer of hygienic paper products, with exports reaching 80 countries around the globe.

In the span of a few short years, the Group has soared to even greater heights, expanding its dynamic product portfolio and reaching further into the Wellness category industry by demonstrating the hallmarks of success: Diversity, Flexibility, and above all, Innovation.

Fine offers a wide range of hygienic products including facial tissues, paper towels, diapers, and adult incontinence products, manufactured using the patented Semipro™ technology which provides consumers with highly sterilized products. Fine’s full product portfolio is available on the recently launched online e-commerce platform The Fine Shop, giving users the ease and convenience of shopping their favourite hygienic products from the comfort of their home.

In addition to its sterilized paper products, Fine has launched Fine Guard, a sustainable line of highly advanced personal protective equipment in an effort to provide consumers with the highest level of protection possible against harmful pathogens such as the Coronavirus (COVID-19). Despite the rapidly developing situation, Fine acted quickly to develop and launch the Fine Guard line which includes face masks, Fine Guard Comfort and Fine Guard Sport, as well as Fine Guard Gloves, all of which are washable up to 30 times and can be used for one full year, and Anti-Viral Wet Wipes, which will be launched soon.  Enhanced with Livinguard, a highly advanced, Swiss patented and certified filtration and sterilization technology, Fine Guard neutralizes bacteria and viruses at the molecular level by using charged ions to disrupt their atomic structure, immediately rendering them inactive on contact.

The efficiency of the Livinguard technology has been proven across multiple studies conducted by prestigious global universities which confirmed that Livinguard technology can continuously inactivate exhaled viruses, including 99.9% of COVID-19, making it the most effective coronavirus killer technology known to date.

Fine Hygienic Holding

“Fine has always held the fundamental belief that ‘If you don’t have your health, you don’t have anything,’ which is why we are committed to providing our consumers all over the world with proactive and innovative hygienic solutions that can make a real difference in their lives.” James Michael Lafferty, Fine Hygienic Holding CEO.

In line with Fine’s expansion across the Wellness industry, in early 2019, Fine acquired a majority stake in Nai Arabia Foods Co., the Dubai-based producer of healthy snacks and beverages. As a benefit of Fine’s investment into the brand, Nai’s line of 100% natural and healthy beverages have now been introduced to the Kingdom for the first time, giving Jordan’s health-conscious consumers a range of iced teas inspired by Arabian flavours, which guarantee fewer calories and no added sugar in comparison to other products.  

Fine’s commitment to Wellness extends far beyond products, encompassing every facet of the business, perfectly illustrated by the Group’s core belief, “If we take care of the people, the business will take care of itself,” considering the well-being of each of its team members.

Fine’s encourages its employees to build a healthy work life balance and maintain overall wellness. In order to help its employees with creating this balance, the company constantly seeks to introduce flexible first-rate maternity and paternity leave policies which provide new moms and dads with unprecedented support. The group has initiated company-wide fitness challenges, as well as covering a portion of gym membership fees for all employees, in addition to building a state-of-the-art employee fitness center at its headquarters in Dubai.

In addition to promoting physical fitness, Fine has created unique initiatives which advocate employee’s mental health as an essential component of Wellness. In an effort to help its staff cope with the difficult circumstances of the COVID-19 Pandemic, Fine launched an unprecedented new Employee Assistance Program. The free program provides 24/7 confidential hotline counseling and support services, available in 5 languages, from qualified psychologists to all Fine employees and their immediate family members to tackle any challenges they may face such as stress, anxiety, depression, illness and more. The Group also introduced a flexible “Work from Anywhere,” policy which allows employees to work remotely from any place they choose if they would like to.

Since its establishment, Fine has stood as a champion of progress, innovation and diversity, and as the Group looks to the future, it will continue to lead as an innovator as it continues to expand through the wellness category to reach new heights; for Fine Hygienic Holding, the sky’s the limit.