Consumer brands for the Middle East

We build modernized consumer brands.

A few legacy players have run these categories for decades, unchallenged. We've spent our careers operating inside consumer markets — and we bring global-standard positioning, branding, and product quality to categories ready for something better.

See what we're building
SHIFT deodorant and CLEAN foaming hand soap products

The pipeline

What we're building next.

01 — Why

Everyone else sees a monopoly. We see an opening.

Most consumer categories in the region are run by a handful of incumbents who haven't touched their branding, or their product, in years. That's not a red flag. It's proof the demand is already there — nobody has had to earn it yet.

We have spent [N] years building and repositioning consumer brands. That is what it takes to walk into a market that hasn't changed in decades and give people a reason to switch.

02 — How

Three things, done without compromise.

  1. 01 Positioning We find the claim this category's incumbents never bothered to make, and we own it.
  2. 02 Branding A brand has to look like the decision has already been made. We build that certainty in.
  3. 03 Product quality Positioning gets attention. Quality and sustainable materials are what keep it.

03 — What

The first brand.

Coming soon

Brand 01 — Personal care

A foaming hand soap that ships as a tablet. The bottle you already own, refilled without the plastic.

Brands 02–05 in research.

04 — Who

We started DDG Holdings because we kept seeing the same pattern across the region: categories run by two or three players who haven't touched their product or their branding in a decade. That is not a warning sign. It means the demand is already there, proven, waiting for someone to take it seriously. We build brands that meet the standard the rest of the world already expects — real positioning, real design, materials that hold up. We do not compromise on any of it, and we do not rush a launch to hit a date. If you manufacture with us, expect partners who are direct, long-term, and obsessive about the details you would rather we not check. The region does not need another copycat — it needs someone willing to do the work first.

Dor Muallem

Co-founder

Gal Razon

Co-founder

Dor Netz

Co-founder

Dor Muallem, co-founder of DDG Holdings

Dor Muallem

Co-founder

Believes no category is too old to fix.

Gal Razon, co-founder of DDG Holdings

Gal Razon

Co-founder

Believes a brand should look inevitable before it ships.

Dor Netz, co-founder of DDG Holdings

Dor Netz

Co-founder

Believes quality is decided on the factory floor, not in the deck.