Fine Hygienic Holding’s Elia G Nuqul is focused on wellness innovation

Visionary leadership and a commitment to wellness are vital for sustained growth and success in a rapidly evolving business landscape. As Fine Hygienic Holding (FHH) continues to navigate its future, its strategic focus on acquisitions, operational efficiencies, and wellness innovation underscores its ambition to remain at the forefront of the hygiene and wellness sectors.

In this conversation with Elia G Nuqul, director of wellness at FHH and the founder of eon, we delve into the vision for FHH’s future, the role of technology in wellness and the key trends shaping the industry. We also explore personal and professional insights on prioritising wellbeing and advice for aspiring young professionals in this dynamic field.

What is your vision for the future of Fine Hygienic Holding, and how do you plan to contribute to its growth and success?

I believe Fine Hygienic Holding (FHH), with its 66-year history, has a promising future ahead, and my vision for its growth unfolds in five distinct ways. Firstly, acquisitions play a pivotal role in our expansion strategy.

We recently completed the acquisition of Easy Health & Beauty Care, a cosmeceutical company based in Egypt. This milestone underscores our ability to incorporate new and complementary products into our existing hygiene and wellness portfolio. Through the integration of these acquisitions into our route-to-market machine and expanding them across our markets and distribution networks, we have essentially created a successful plug-and-play engine for further expansion.

Secondly, the away-from-home business unit, Fine Solutions, is a significant growth engine. It has shown tremendous growth over the years and has acquired a lion’s share of the MENA market in hygienic solutions. I believe it will continue to grow not only through portfolio expansion but also by establishing a franchising model for more rapid growth and scale.

The third strategy focuses on expanding our overall product portfolio, especially in the wellness category. As we continue to flourish, I aim to establish FHH as a trailblazer in the longevity and bio-hacking domain. The goal is to provide consumers with clinically proven, all-natural solutions that can enhance their well-being, longevity, and health spans. My role as head of the wellness category is critical to expanding this unit to become a key contributor to our growth. My focus for now is on our Eon Longevity supplement, and we are seeing positive customer interest, with a completely new business model in a completely new market that we have never penetrated before.

The fourth strategy revolves around operational efficiencies, namely the establishment of a Global Business Services (GBS) concept, which I am currently leading. The GBS is essentially an evolution of a shared services concept. Beyond being a key contributor to transformation for a business such as ours, it also facilitates more seamless and efficient operations, enabling us to focus more on value-added activities and grow more effectively and efficiently across the other avenues mentioned.

Lastly, I envision our geographic expansion as another driver of growth. While we have a strong presence in certain regions, there is ample room for global development, with Africa and some Asian markets presenting opportunities. Furthermore, we believe that establishing the wellness business in Western markets— particularly the US and Europe — can act as a stepping stone to diversifying our portfolio and expanding our reach within this category into East Asian markets thereafter.

Overall, my vision for Fine Hygienic Holding’s future is one of continued growth, innovation, diversification, and global expansion, with a focus on acquisitions, expanding our business units, our product portfolio, and entering new markets. More importantly, the most critical factor across the board is to ensure we build it sustainably and for the long term.

How do you prioritise wellness and wellbeing in your professional life, and how do you encourage it within your team or organisation?

Both personally and professionally, wellness and longevity are paramount in my life and integral to my growth. I believe in being a lifelong learner, constantly seeking to educate myself on all aspects of wellness and well-being, from scientific standpoints to lifestyle choices and mindfulness practices. I do this through various means, including podcasts, reading, and staying updated with the latest research. My two favourite sources of information are Peter Attia and Andrew Huberman, whose work in functional medicine I deeply admire.

In my personal life, I prioritise several key areas of wellness. I focus on healthy eating, supplementing what I’m unable to get through my diet, and ensuring I maintain a balance of macronutrients and micronutrients. I also prioritise regular exercise and recovery, recognising the importance of both physical activity and rest in maintaining overall health.

Additionally, I pay close attention to cognitive health, engaging in brain training to keep my mind sharp. Controlling inflammation is another cornerstone of my health regimen, as I believe it is crucial for overall well-being and is the most critical way to maintain a disease-free life. Finally, I try to prioritise sleep as I know it is an area I need to work on. I use a wearable device to track my health metrics and ensure I am getting adequate rest to recover from the daily stress and strain I put myself through.

Within my organisation and teams, I always try to share knowledge and encourage others to do the same.

At Fine Hygienic Holding, we have a comprehensive wellness strategy for our employees, including a wellness calendar, internal training, and wellness competitions. We also subsidise gym memberships and have a fitness centre at our Dubai office. Additionally, we offer free online mental health services and promote a culture of wellbeing and self-care. This not only helps our employees feel cared for but also ensures that we not only ‘talk the talk’ but also ‘walk the walk.’

What role do you think technology currently plays within the wellness industry?

Technology has genuinely revolutionised the wellness industry, offering several new ways for people to manage their well-being. Innovations in biotech and health tech have emerged as powerful tools, offering us unprecedented opportunities to take charge of our health. Home health tests, for example, have transformed the way people monitor their well-being, providing convenient access to comprehensive insights that enable them to make informed decisions.

Moreover, the rise of virtual health services has enabled remote access to healthcare, which became particularly important during the Covid-19 pandemic. Through telemedicine and remote consultations, individuals can now seek medical advice and treatment without the constraints of physical proximity.

Overall, technology has made wellness more accessible and more personalised, integrating it into daily life in a more holistic way. As technology progresses, the potential for even more advancements in personalised wellness solutions becomes even more promising, paving the way for a future where individuals can further utilise technology to maximise their health, vitality, and longevity.

What are some of the key wellness-themed trends you have witnessed in the region?

Several key trends are evident across the region, reflecting a growing awareness and interest in health, well-being, and longevity. One such pattern is the high level of engagement among the youth, who represent the majority of the population in many countries. This demographic is increasingly interested in biohacking and longevity, seeking ways to proactively optimise their health and well-being.

Another is the investment in healthcare and wellness tourism, with countries such as the UAE, Saudi Arabia, Oman, and Jordan investing heavily in luxury wellness resorts and spas. This reflects a growing recognition of the importance of health, with a rising number of people seeking a holistic approach to well-being and alternative medicine. In parallel, we also see a lot of people now pursuing certificates in functional medicine and starting their practices, as well as a rise in the establishment of longevity clinics.

There has been a notable rise in wellness start-ups offering innovative solutions for health and well-being. Healthy food and beverage trends have also gained huge popularity, with a focus on nutrient-rich food and drinks. Furthermore, we are seeing governments take more tangible action by applying increased taxes on sugar-sweetened beverages.

Overall, these trends indicate a shifting mindset towards health, wellbeing and longevity, with a growing emphasis on holistic approaches to wellness, a greater appreciation for a proactive, healthy mindset, and a recognition of the importance of mental and physical health. These trends underpin many of Fine’s innovations and investments, including in the all-natural supplements category. Creating solutions that enable a more proactive approach to wellness and longevity was the cornerstone behind the development of our Eon Longevity supplement, which aims to reduce the chance of age-related terminal health issues arising, thus promoting and unlocking longevity.

The story of Eon’s development started in 2018 and was inspired by a video of a centenarian who attributed his longevity to an herbal tea he claimed to have consumed for 80 years. After seeing that video, I set out to find him, and after a four-month search, I managed to meet him and learn more about that herbal tea.

With the support of doctors and experts, we modified and recreated the herbal blend and clinically tested it in one of the largest clinical studies in the all-natural supplement space. The results of the clinical study stunned doctors, who confirmed the numerous remarkable benefits, which altogether could reduce the risks of developing critical terminal health issues. This convinced me to develop it further and bring it to market in an easy-to-consume format.

What advice would you give to young professionals aspiring to a career path similar to yours, especially in terms of personal and professional growth?

First off, follow your passion, not what your parents or partners want. This is the only way you can get up in the morning and persevere through challenges to succeed.

Second: Prioritise success over money – be patient and think long-term.

Third: Surround yourself with more accomplished individuals to learn from their experiences. As my late grandfather used to always say: “If you are the smartest or most accomplished person in the room, you’re in the wrong room”.

Fourth: Remember hard work outweighs talent. Dedication and perseverance are key. While there is debate on whether you should work hard or work smart, I have found that combining both makes you unstoppable.

Fifth: Where there’s a will, there’s a way. Remember that problems are there to be solved. Never give up: Impossible is nothing – even the word itself says “I’m possible”.

Sixth: Embrace discomfort and push boundaries. Whenever you get comfortable move or involve yourself in something uncomfortable. That’s where and how you will grow most. It has even been proven in scientific studies that your brain grows when it is in unfamiliar situations, whereas it shrinks and retracts when you are in your comfort zone.

Seventh: Continuously seek to learn and acquire new skills, embracing a mindset of lifelong learning. Listen more and speak less – and actively seek insights and diverse perspectives.

Eighth: Seek to be worth knowing, rather than well-known. Remember to always be humble and never get ahead of yourself. That said, also be proud of yourself and your accomplishments – and celebrate them.

Ninth – and this is the most important one for me: Be principled, honest, and always act ethically no matter the situation. Whenever in doubt, ask yourself this: “If your daughter or son was watching, what would you do/how would you act?”.

Finally, give back and reward generously. Giving back is a critical component of success. Without it, I don’t believe anyone can be successful. Similarly, when team members or employees achieve something, reward them generously; recognise them and their efforts, and make them feel appreciated.

Support others, act with kindness, and try to always contribute to a positive community.

Read: Longevity Wellness Hub’s Dani Afiouni on ageing well and living better