a subsidiary of Tribu Care, the exclusive agent of
Mlay in Egypt, announced strong performance throughout 2025 via noon, which
contributed approximately 10% of the brand’s total sales, generating more than EGP 20
million in sales during the year.
This achievement reflects a strategic partnership that
significantly enhanced the brand’s presence in the Egyptian market.
The partnership resulted in a noticeable improvement in Mlay’s ranking on noon,
higher customer satisfaction rates, and the execution of multiple effective marketing
campaigns and collaborations. These efforts played a key role in building consumer trust
and reinforcing Mlay’s position as a leading Beauty Tech brand.
Tribu Care emphasized that its collaboration with noon went beyond being a sales
channel, evolving into a fully integrated strategic partnership that included enhanced
brand visibility, joint marketing campaigns, data-driven insights, and technical support.
This collaboration has become a local success story for a global brand exclusively
managed in the Egyptian market.
Commenting on the partnership, Dr. Essam Mahmoud, General Manager and Co-
Founder of Tribu Care, said:
“We are proud of the success achieved through our partnership with noon in 2025, which
demonstrated the power of integration between a global brand like Mlay and noon’s
vision to support innovative brands in the Egyptian market. This collaboration was not
only a commercial partnership, but a real model of how technology, data, and smart
marketing can drive sustainable growth and deliver a better consumer experience. As we
move into 2026, we look forward to deepening this partnership, expanding our business,
and building a leading business model that places the Egyptian consumer at the heart of
everything we do.”
Looking ahead to 2026, Mlay Egypt, in collaboration with noon, aims to sustain its
growth and pursue a well-planned market expansion strategy. The company targets
reaching a total business volume of approximately EGP 300 million, while focusing on
attracting new consumer segments, enhancing innovation, and continuously developing
the customer experience through a long-term strategic partnership.
