L’Oreal has inaugurated its first factory in the Middle East, located in El Asher City, near Cairo, Egypt.

The plant was officially inaugurated on Thursday, following an investment of US$57 million.  The 17,000m2 plant will manufacture hair care, hair coloration and skin care for L’Oréal Paris and Garnier brands.

Ten percent of production will cater to the domestic market and 90 will be exported to other countries in the Middle East and North Africa.

Geoff Skingsley, L’Oréal’s Executive Vice-President, Africa Middle East Zone, commented, “With the rising demand of consumers across the region for innovative and high quality beauty products, it was crucial for L’Oréal to have a production facility close to its key markets and able to adapt the product offer to local specificities.

“The Cairo plant reflects our confidence in the continuous expansion of the MENA market and our strong commitment to Egypt as a strategic production hub,” Skingsley added.

The L’Oreal Egypt factory has created 200 jobs. In 2014, the plant produced 50 million units and has the potential to double its production capacity in the next three years, L’Oreal states.