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Fine Hygienic Holding: 'DON'T WORRY: IT'S FINE'

Filed on August 24, 2020 | Last updated on August 24, 2020 at 11.59 am

James Michael Lafferty, CEO, Fine Hygienic Holding

Fine’s product range reflects the company’s top qualities — its commitment to wellness, attention to detail and willingness to innovate

Every item is guaranteed to be sterile, while meeting clients’ unique demands and expectations

CEO James Michael Lafferty on how Fine Hygienic Holding remains committed to hygiene, wellness and safety in today's times, while keeping up with the increasing footprint in the UAE

Foresight and quick call to action are essential qualities that keep a business afloat no matter the unexpected situation or crisis that come their way, and Fine Hygienic Holding is one among few in the UAE that have demonstrated their expertise time and again.

Led by James Michael Lafferty, who had assumed the role of Chief Executive Officer in 2015, the UAE-based firm has become a leading wellness group that embraces global work ethics and an open-space office environment. Lafferty has also been the mastermind behind advocating gender equality and encouraging fitness among employees in its very own state-of-the-art gym - all of which have significantly contributed towards improved productivity and doubled profits.

From an operations perspective, Fine Hygienic Holding successfully stands on top as a leading wellness group. Owing its high rank to the visionary leadership and innovative team, the firm has established an interesting product portfolio that sets it apart from others in the sector. It features in a diverse range of sterilised paper products, armed with unique Swiss-based technology that guarantees unmatched quality and market value. This has further secured brand loyalty as well as a number of accolades.

Earlier this year, Fine Hygienic Holding received a prestigious 'Sterilised Brand of the Decade' award, presented by the Family Hygiene Institute, which operates under the wing of the UAE-based Medical Wellness Association. The award recognise the brand's unique and consistent sterilisation technology, which has proven its effectiveness in reducing risks of illnesses and infections.


Fine Hygienic Holding has always been committed to providing communities with safe and hygienic products. In addition to sterilised facial tissues, napkins, kitchen towels, toilet paper, baby diapers, adult briefs, jumbo rolls, and a significant B2B operation that supplies paper and hygienic solutions to a multitude of private and public organisations, the brand now manufactures personal protective equipment (PPE).

Since February 2020, the Fine Guard masks, which incorporate Livinguard, a Swiss technology proven to kill germs and viruses, including the human coronavirus - have been available across the region and have reinforced Fine Hygienic Holding's dedication to keeping its communities safe and healthy during a global pandemic.

In response to the pandemic, the firm set up a $2 million relief fund for those in need throughout the MENA region. This included the supply of necessary hygienic and sterilised products for senior citizens, donations of 'Fine Guard' masks for essentials workers, and cash contributions to charities and governments in the UAE, Jordan, Egypt, Saudi Arabia and Morocco.

A number of employee wellness initiatives have also been introduced at Fine Hygienic Holding to ensure the physical and mental well-being of all staff. Its Employee Assistance Programme offers a 24/7 hotline in English, Arabic, French, Urdu and Hindi - allowing employees access to trained specialists and psychologists. Additionally, a 'Work from Home' policy introduced early on during the pandemic was updated to a 'Work from Anywhere' policy, giving more freedom to office staff when choosing a remote location to work.


Fine has bolstered its PPE range to now include Fine Guard gloves and the Fine Guard Sport mask. The design and addition of these new products have expanded the company's reach and appeal to a wider consumer base.

Additionally, Fine Hygienic Holding has also launched a fully operational disinfection solutions service, which sterilises businesses and open spaces, including offices, hotels, restaurants and schools. The new business stream - launched in April 2020 - is further evidence of Fine Hygienic Holding's commitment to hygiene, wellness and safety in the support of governments, brands and communities while promoting consumer confidence and a safe environment for all across the Mena region.
Recently, Fine Hygienic Holding has opened this service for personal residences, allowing individuals and families the opportunity to sterilise their homes.


With demand for masks at an all-time high, and to match the surge for Fine Guard masks created by the global pandemic, Fine Hygienic Holding completely retooled a textile production facility in Ajman to manufacture products for a single market.

The UAE-based factory creates 8,000 masks a day, which are exclusively sold in the UAE. The expansion bolstered a region-wide manufacturing operation which produce more than 30,000 Fine Guard masks daily for the region across facilities in Jordan, the UAE and Sri Lanka.

To cater for the expanded range of Fine Guard products, the firm will open an additional production facility in the Jebal Ali Free Zone Authority (JAFZA). The factory, which will predominantly manufacture the Fine Guard comfort - made of lightweight and comfortable material for prolonged use - will see additional masks in the market, daily.

Fine Hygienic Holding's CEO James Michael Lafferty has often been described as one of the most unique and diversified CEOs in the world today. He is not only a successful CEO, but also an Olympic coach, an award-winning journalist, a college professor, a competitive athlete, a philanthropist, husband and father of five.

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