Mlay Egypt, a subsidiary of Tribu Care and the exclusive agent of Mlay in Egypt, announced a strong performance throughout 2025 through its collaboration with Noon. The platform contributed approximately 10% of the brand’s total sales, generating more than EGP 20 million during the year. This result highlights the effectiveness of the strategic partnership in enhancing Mlay’s market presence.
Enhanced Brand Visibility and Consumer Trust
The partnership with Noon led to a noticeable improvement in Mlay’s ranking on the platform, higher customer satisfaction rates, and the execution of multiple successful marketing campaigns. These initiatives reinforced consumer trust and strengthened Mlay’s position as a leading Beauty Tech brand in Egypt.
A Strategic Collaboration Beyond Sales
Tribu Care emphasized that its collaboration with Noon goes beyond a traditional sales channel. The partnership includes joint marketing campaigns, enhanced brand visibility, technical support, and data-driven insights. This integrated approach has become a local success story for a global brand exclusively managed in the Egyptian market.
Executive Commentary
Dr. Essam Mahmoud, General Manager and Co-Founder of Tribu Care, commented:
“We are proud of the success achieved through our partnership with Noon in 2025, demonstrating the power of integrating technology, data, and smart marketing to deliver sustainable growth. This collaboration has created a superior consumer experience and a model for future business expansion in Egypt. As we move into 2026, we aim to deepen this partnership and further enhance our market presence.”
Plans and Targets for 2026
Looking ahead, Mlay Egypt, in collaboration with Noon, plans to sustain its growth and expand strategically across the Egyptian market. The company aims to reach a total business volume of approximately EGP 300 million, attract new consumer segments, enhance innovation, and continuously improve the customer experience through a long-term strategic partnership.
