In January 2013, EuroMena II Limited Partnership acquired a minority stake in Easy Care Company, specialized in the manufacturing and distribution of cosmetic products in Egypt.
The Group was founded in 2000, featuring one product, sweet bars, which is a 100% natural hair removal product. Easy Care is currently the Egyptian market leader in this product line. In 2004, the Group introduced the wet wipes line of products that gained market leadership in a very short period of time. The company is currently the market leader in its natural hair removal product line.