In a significant move aimed at enhancing accessibility to premium grooming products in Egypt, Valu, MENA’s leading universal financial technology powerhouse, has announced its strategic partnership with Proctor & Gamble (P&G) to offer innovative financing solutions for Braun’s grooming products’ consumers.

This pioneering collaboration between a Financial Technology provider and a Fast-Moving Consumer Goods (FMCG) company in Egypt is poised to revolutionize the purchasing experience for consumers, particularly for high-cash outlay products like Braun. Through this partnership, customers will have the opportunity to purchase Braun products through various online and retail channels with special discounts and zero-interest offerings when utilizing Valu’s services.

Bassel El Tokhy, Group Chief Operations Officer of Valu, said, “Cultivating strategic partnerships is at the core of Valu’s mission to redefine financial accessibility in the MENA region, which is why we are incredibly excited to join forces with P&G to enhance accessibility to Braun’s grooming products. At Valu, we believe in empowering consumers by providing them with flexible financial solutions that meet their needs. Through this collaboration, we are not only making premium grooming products more affordable but also streamlining the purchasing process for our customers. The collaboration with Braun is also a stepping stone for future collaborations with other P&G brands across its categories.”

Karim El Sherif, Chief Marketing Officer – Africa at P&G, commented, “At P&G, we continuously strive to provide our consumers with products that meet their needs and improve their daily lives. Our partnership with Valu allows us to take this commitment further by offering flexible payment options for Braun’s grooming products. We believe that removing financial barriers can make our products more accessible to a wider audience, ultimately enhancing consumer satisfaction.”

Braun, a trusted brand in Egypt, offers a diverse range of grooming products for both males and females, including shavers, stylers, home laser products, and Silk-épil devices, providing convenience for consumers to groom and style at home.

Since its inception in 2017, Valu has been at the forefront of revolutionizing the Egyptian fintech landscape, consistently introducing innovative and deeply integrated financial solutions. The company has become a household name in Egypt, playing a pivotal role in fostering financial empowerment and inclusivity within the market.

With offerings spanning investment products, an instant cash redemption program, and savings solutions through its unique verticals, Valu continues to push the boundaries of the market. The recent launch of its pre-paid card and co-branded credit card in partnership with Visa further solidifies Valu’s position as a leading provider of innovative financial solutions in the region.