Fem's new ‘Halawa' depilatory to bring traditional waxing to modern age

August 18, 2013 : Dabur International, one of the most trusted and recognized personal and healthcare companies in the world, has launched ‘Halawa,' the latest addition to its Fem range of skin care products. Based on the traditional sugar waxing technique used by women in over 95 per cent of Arab households, Fem's new depilatory product is enriched with natural extracts and fragrances and provides a superior, convenient and non-messy spa-like waxing experience right in the comfort of one's own home.

Many Arab women use home-made halawa, a sugaring paste prepared with common household food items such as water, sugar and lemon juice and honey, cornstarch or molasses, to remove hair and achieve smooth, silky skin. Although the results last much longer than just shaving, the process is time-consuming, messy, and lacks fragrances and unique natural extracts. 

Fem Halawa combines centuries-old practice with a superior, modern waxing experience for Arab women who prefer not to use razors and other hair removal methods. While Fem's hair trap technology ensures that even the smallest of hair are removed from the root, the natural extracts leave the skin smooth and protected. The product, available in three variants - Oudh, Strawberry and Aloe Vera – comes in a convenient microwaveable jar, making it even easier to use.

Fem Halawa - Oudh contains ‘oudh fragrance,' an ancient and sacred oil that is referred to as ‘liquid gold.' Perfect for normal skin, Halawa Oudh soothes the skin and relaxes the senses with its fine and subtle fragrance. Fem Halawa – Strawberry, on the other hand, is enriched with strawberry extracts which is full of anti-oxidants that protect the skin from skin damage while removing stubborn hair instantly and gently. It is specially suited for women with sensitive skin. Finally, Fem Halawa – Aloe Vera, a preparation for extra dry skin, contains Aloe extracts to soothe and protect the skin from dryness and irritation. This variant provides long-lasting nourishment and moisturization.

“Our new Fem Halawa wax depilatory combines old and new to deliver an exceptionally refreshing and convenient waxing experience. They cater to Arab women who want to experience the age-old process of halawa waxing using modern, high-quality yet natural products that provide the added value of fragrance and skin protection. They also represent Fem's commitment to constantly expanding its health and wellness offerings, especially for our valued Arab patrons,” said Ashok Visweswaran, Senior Marketing Manager, Dabur International.

Dabur International is a wholly owned subsidiary of Dabur India that has an overall turnover of over USD 1 billion and a market capitalization of USD 4 billion. Dabur's International Business Division headquartered in Dubai is the cornerstone of its growth strategy, reaching a milestone of AED 1 billion within only eight years of its existence.