Guardex Get Back in Touch

How IFFCO Beauty is helping you get back to normality

Everything has changed. Look around you. The chances are that you can see a bottle of hand sanitizer. Our new normal dictates that antibacterial products are now an essential part of everyday life, on the move and at home. That's why IFFCO Beauty has launched Guardex, its antibacterial brand, to help people across the GCC get back in touch with the people and places they know and love.

As IFFCO Beauty's CEO Serhad Kelemci observes, 2020 has been a challenging year for consumers. Price and functionality have been favoured by luxury and elegance. It's this shift in thinking that led IFFCO Beauty to develop a range of skin-friendly and germ-fighting products that use natural ingredients and innovative solutions to help the GCC get back in touch.

Due to the global pandemic, we have seen a huge increase in the consumption of antibacterial products. With its long-term strategy and legacy of leading brands, including Noor, London Dairy and Tiffany, IFFCO has sought to position IFFCO Beauty at the heart of this drive to keep people protected.

In fact, the group started to research and develop the Guardex range months before the pandemic struck. This included in-depth market analysis, product research and development, and the creation of a unique technology, Oxyfused Zinc, which gives the range its essential 99.99% germ protection.

And about the range. it's more than a germ-fighter. It's your all-in-one solution, catering to your differing needs, situations and preferences. From hand sanitizers and liquid hand washes to shower gels and bar soaps, the range is scented with four amazing four fragrances: oriental Arabian Bakhoor, much-loved Refreshing Lemon, moisturizing Aloe Vera, and health-boosting Awakening Turmeric.

The world we live in has caused us to lose one of our senses - touch. Now, thanks to its new, best-in-class offering, IFFCO Beauty's Guardex is here with the promise to help you get back in touch.