Our story
Started by Elias.
Carried by Samira.
Kept by their children.
Elias Azar started a small business in Beirut sixty years ago. After his passing, his wife Samira kept it running. Today their three children run a full-scale factory in the same city, producing hand-finished loofah for distributors across the region.
The founder
From a basement shop to a Beirut factory.
Elias Azar started the business in 1966 in a small basement in Beirut. He picked the fiber himself, set the standards, and taught the first people who ever bound a White Lifa pad.
When Elias passed, his wife Samira took the business on and held it steady, with the same standards her husband had set. Without her, there would be no factory today.
Sixty years on, the business is a full-scale factory with a team that runs it. The capacity has grown in step with demand. The standards have not moved.
Today their three children — Jean, Mireille, and Joseph Azar — run the company together. The plan, when the time comes, is to hand it to the next generation.
The line
Sixty years, three chapters.
Elias starts in a basement
Elias Azar opens the business in a small basement room in Beirut and starts producing loofah pads, one batch at a time.
Samira carries it forward
After Elias passed away, his wife Samira took on the business and kept it running. Without that chapter, there would be no factory today.
Three siblings, one factory
Jean, Mireille, and Joseph Azar — Elias and Samira's children — run the company together. The basement has long given way to a full-scale factory with a team and the capacity to ship across the region.
Hopefully, the next generation
What two generations have built and kept may one day pass to the next — for them to decide what to do with.
Two generations, one direction
“From their hands, to ours, and one day, hopefully, to theirs.”
— The Azar family
What we won't compromise on
Three decisions, made early and kept since.
Steady, deliberate growth
We grew from a basement shop into a full-scale factory by adding capacity in step with demand — never ahead of it. The standards have not moved; what has changed is how much we can produce without bending them.
Material first
We are selective about the loofah we work with — strong, even fiber, built for repeated use. Everything else in the product follows from that decision.
Care over speed
Each piece passes through people, not just machines. The quiet steps — washing, cutting, inspection — are where quality is decided.
What's next
Bring White Lifa to your market.
We work directly with distributors, retailers, and private-label partners across the Middle East and beyond. Tell us about your market and we'll respond within two business days.