Kaya, an e-commerce and logistics solutions company specializing in beauty and personal care. Kaya started in 2018 with a direct-to-consumer business model and has boosted the growth of its online sales by developing and building innovative brands in beauty and personal care, which added to its portfolio more than 5 brands specializing in skincare and cosmetics such as Florucci, Cecilia, Diar Argan and Tiyati, in addition to a few online stores, the most well-known of which is (Aynma store).