• The company aims to provide a broader choice of quality and ethical products to enable people to make better decisions about their health products.
• It provides a platform for international companies wanting to establish a presence in the Middle East.

The region is consists of the following markets with combined population of approx. +300m, The Gulf Cooperation Council (GCC) which includes Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates (UAE). also, Iraq, Jordan, Lebanon, Syria, Yemen and Egypt.