About us

Based in the UAE, Najafi International General Trading is a privately held company committed to the distribution and retail of healthcare and beauty products throughout the UAE and North Africa. 


What started as a single shop in 1997 with current CEO, Hassan Najafi, has now grown into a chain of retail stores across the UAE. The family firm has expanded through continual investment, now including five wholesale stores in Dubai with sales and marketing teams targeting the international market. Our dedication to mutually beneficial partnerships with international suppliers means we are able to provide a diverse portfolio of products to our customers, encompassing a wide range of brands, including our own. Najafi-branded goods are the result of extensive industry experience, and are tailored to meet the needs of our long-term customers.


In recent years, the UAE's appetite for luxury goods and refined living has evolved. The cosmetics industry has naturally followed, with a sudden influx of high-end brands into the market. We believe that everyone has the right to beauty and healthcare products, and our aim is to provide them at affordable prices, never sacrificing quality. ‘Genuine Care and Quality’ is our motto, and we have pledged to ensure that this is consistently realised throughout our business.