I.
Introduction to Macro Group
20 years’ presence in Egypt’s fast-growing cosmeceutical space
Key Corporate Milestones
Inception Development phase Institutionalization Value Creation Growth
Launch of Venturing into Acquisition Acquisition of
Founded by Gradual shift Launch of 3 new export markets of a 60% an additional
Launch of e-
Dr. El Nayeb towards therapeutic areas Antiseptics & 20% stake commerce
across African stake by Alta
offering Topical platform to
and partner and Arab Semper and bringing their
Female Muscle drive direct to
26%
cosmeceutical countries total stake up
and later Kingsway
consumer sales
Intimate Care to 80%
established products, as Relaxants Transformation
into a market Market Share(1)
as a opposed to Anti-Scar
leader with 600+
partnership dietary employees
in 2005 supplements Oral Care
2002 2007 2008 2010 2016 2017 2020 2021 2023
Asset light business model whereby all
products are toll manufactured in other Establishment of own production facility
pharmaceutical production facilities adhering to the highest quality standards
Macro continues to hold the #1 position in the cosmeceutical market, according to IQVIA with its strategic operational
review paving the way for the next growth phase 3
II. What we offer and to whom
Bridging the Gap Between Cosmetics and Pharmaceuticals
Cosmeceuticals, cosmetic products with active ingredients, bridging the gap between over-the-counter cosmetics
and prescription-based drugs
COSMETICS PHARMACEUTICALS
COSMECEUTICALS
Cosmetics are products that are rubbed,
poured, sprinkled or sprayed on, or
Pharmaceuticals are products that
otherwise applied to the human body for
cure, treat, mitigate or prevent
cleansing, beautifying, promoting
diseases or that affect the structure/
attractiveness, or altering the
function of the human body
appearance(1) Offering an attractive value
proposition by combining the Prescription-Based Sales
Over-the-Counter-Based Sales
advantageous regulatory framework
Dependent on Consumer Sector Defensive Sector
of OTC cosmetics with the defensive
Flexible Registration attributes and demand profile of Registration Red Tape
Rapid Development of New prescription-based pharmaceuticals
Time to Develop New Products
Products
Free Pricing Diverse product offering with both cosmetic and Controlled Pricing
therapeutic effects
Low Raw Materials Cost Heavy Raw Materials Cost
Products applied topically as creams/ lotions,
Light Capital Expenditures while also containing active ingredients like Significant Capital
pharmaceuticals Expenditures
Low Manufacturing
Complexity Over-the-counter (OTC) as well as prescription- High Manufacturing Complexity
based sales generated at the physician level
Source: Company filings
Cosmeceuticals attributes 6
1Based on FDA definition
Macro’s expansive array of key brands and expanding SKU portfolio
adapting to changing consumer needs
Brand & Product Portfolio
Therapeutic Areas
Female &
Skin Care Hair Care Intimate Care
Anti-Scar Oral Care Antiseptics Analgesics Nutraceuticals1
Key Brands
73
43 of which 10 8 18 8 7 4
SKUs
of which 35 are
22 are premium
premium
Select Products
Atrakta Gold Fem Orovex
Scaro Tritect
Synobar Dandr-off Foam Mouthwash
Gel Hand
Cleanser Wash
Bringo Lindo Hair Octe Scaro Denton
Spray Cordo
Lotion Oil Wash Mouthwash Frost Massage
Spray LactoHerb
Gel
(1) Nutraceuticals were launched in December 2020
6
Supported by extensive & robust sales capabilities…
Promotion Team Channels & Coverage
Prescription Sales Over-the-counter Sales
Macro’s medical salesforce engages directly Demand is created through brand recognition and
with targeted physicians. product visibility in pharmacies
44k Covered Physicians
FY23
44k Covered Pharmacies
FY23
DIRECT TO CONSUMER MARKETING STRATEGY
427 Medical Salesforce
FY23 MODERN TRADE
CHANNELS
OUTDOOR BOOTH
ACTIVATIONS
413k Doctor Visits
FY23 E-COMMERCE
e-commerce
7
III. Performance and market position
Leading player in Egypt’s cosmeceuticals industry
The leading and one of Attractive portfolio of
the fastest-growing 171 SKUs across a Sales facts and
cosmeceutical variety of therapeutic figures
companies in Egypt areas
26% 171 SKUs 12.8 Mn units
Oct-23 Market Share(1) Portfolio size as of 31 Dec 2023
1st Ranked in Egypt Y23 volume sold units
22 SKUs launched in FY23
24% 8 Therapeutic Areas EGP 526 Mn
as of 31 Dec 2023
3-year Revenue CAGR 7 Cosmeceutical+ Y 2023 value revenue
FY19-22 1 Nutraceutical
(1) Source: IQVIA While the total market reflects the cosmeceutical/nutraceutical space in which the company operates in, the IQVIA universe used for this data reflect Macro’s direct competitors. (2) Revenue includes in-year adjustments for pharmacy chain discounts, rebate
liabilities amounting to EGP 135 million
9
20 years’ presence in Egypt’s fast-growing cosmeceutical space
Key Therapeutic Areas Market Size (EGP mn) | Macro Market Share (%)(1)
Market Share (%)according to IQVIA data MAT Oct. 2023
22% 32% 13% 28% 44% 54% 83%
285 LE 62.4 LE
414 LE
525 LE
627 LE 4,988 LE
633 LE
2,442 LE
Skin Care Hair Care Topical Anti-Scar Female & Oral Care Anti-Septics Total
Muscle Intimate Care addressable
Relaxants market
Macro is well-positioned to capture the growth of its large and growing total addressable market, capitalizing on
its strong market position across diverse therapeutic areas
Y 2023 Macro’s Blockbusters Contribution& GR% 23/22 by Value in millions :
1. OROVEX 2. GOLD 3. SCARO 4. TOPIGENT 5. FROST
Contribution= 20% Contribution= 16% Contribution= 13% Contribution= 10% Contribution= 9%
Value =88 MIO EGP Value =67 MIO EGP Value =54 MIO EGP Value =44 MIO EGP Value =40 MIO EGP
GR = 63% GR = 42% GR = 14% GR = 17% GR = 30%
Oral care feminine care Scar and wound care Skin care Muscle and pain care
6. SYNOBAR 7. LIT UP 8. VIVIDOL 9.Care by Care 10. CORDO
Contribution= 9% Contribution= 8% Contribution= 6% Contribution= 5% Contribution= 4%
Value =39 MIO EGP Value =35 MIO EGP Value =24 MIO EGP Value =22 MIO EGP Value =19 MIO EGP
GR = 46% GR = 32% GR = 60% GR = 55% GR = 33%
Skin care skin care Hair care Mummy and baby care Antiseptic
IV. Production facility
Well-Invested Production Facility with Capacity for Growth
Macro produces most of its portfolio at its modern, well-invested manufacturing facility with top-of-the line equipment and ample capacity for
significant growth
Key Machinery
3rd Industrial Zone in Liquids Creams Soap
Badr City, Cairo
Semi-automatic machines, Filing & packaging Soap machine, soap
preparation tanks, mono- machines, preparation preparation
block tanks
Macro utilizes best-in-class technologies and machinery sourced
from renowned international vendors
3,540 sqm 10 85,000 Units
Total Area Production Lines Daily Capacity
Key Quality Certifications
Quality Environmental Cosmetics Good Occupational Occupational
Management Management Manufacturing Health & Safety(1) Health & Safety(1)
Systems Systems(1) Practice(1)
1 (1) Certifications have expired and are undergoing renewal process subject to completing the required audit and meeting the relevant requirements
13
