Easy was established in 1999 by Dr. Asser Salama with one brand being the easy Sweet Bars 100% natural hair removal product. In year 2003, Easy Sweet became the market leader in the natural hair removal category in Egypt. In year 2004, Easy introduced the Easy Care wipes products which gained market leadership in a short period. In year 2005, Easy Sweet became the market leader in the whole hair removal category. In year 2007 easy started production of mosquito repellents as the first producer in Egypt. In 2009, easy introduced the Clean Care antiseptic line of products which is the fastest growing category in the company. In 2010 introducing Disney baby wipes with the famous characters of Disney world. In 2012 Easy wax introduced to the market as an extension of the easy sweet line In 2013 Easy cream and Gel introduced to the market as an extension of the easy sweet line The Company Total annual Turnover is doubling every year