Is Fax a subsidiary of Evyap?

Fax is not a separate subsidiary. It is a wholly-owned brand division within Evyap's corporate structure. The brand does not have its own legal entity, board of directors, or executive team. All decisions regarding Fax's product development, marketing, and distribution are made by Evyap's corporate leadership in Istanbul, Turkey.

Is Fax publicly traded?

No. Fax is not publicly traded, and neither is its parent company Evyap. Evyap is a privately held company controlled by the founding Evyap family. There are no public shares available for purchase on any stock exchange. The company does not disclose financial results publicly, though it participates in industry export award programs.

When was Fax founded?

Evyap launched the Fax brand in 1970. The brand was created to serve the budget segment of the soap market, positioned below Evyap's flagship Duru brand. Fax has been in continuous production for over 55 years and has expanded from a Turkish domestic brand to one sold in over 100 countries.

Fax was developed internally by Evyap. There are no individual founders credited for the brand. Evyap, founded by Mehmet Rifat Evyap in 1927, created Fax as part of its multi-brand strategy to serve different price segments in the personal care market. The brand was an internal product development initiative within Evyap's existing soap manufacturing operations.

What is Fax's market position?

Fax is a mass-market, budget-tier soap brand sold in over 100 countries. Its strongest markets are in Eastern Europe, the Middle East, and parts of Africa. Evyap ranks among the top two soap brands in several countries including Russia, Ukraine, Belarus, Romania, Poland, and Azerbaijan. The brand competes on price rather than premium positioning.

Fax is not certified cruelty free by Leaping Bunny or PETA as of August 2025. Evyap does not appear on either organization's published brand lists. The brand's previous marketing materials referenced cruelty-free status, but this was self-reported and not independently verified by a recognized certifying body.

Where is Fax manufactured?

Fax products are manufactured at Evyap facilities in Turkey, Egypt, and Malaysia. In February 2026, Evyap began local production in Basra, Iraq, specifically for bar soap. The Turkey facility serves as the primary production hub for European and domestic markets. Egypt supplies Middle East and African markets, while Malaysia serves Asian markets.

Beauty & Personal Care

Who Owns Fax?

Fax is a mass-market soap and personal care brand wholly owned by Evyap, a privately held Turkish consumer goods company founded in 1927 and headquartered in Istanbul, Turkey. Evyap launched the Fax brand in 1970 as an affordable soap line. Evyap is not publicly traded and remains under family ownership. Fax products are manufactured in Turkey, Egypt, and Malaysia, and sold in over 100 countries.

Parent Company

Evyap

Founded

1970

Status

Private

Headquarters

Istanbul, Turkey

Fax Timeline

1927

Evyap

Parent company established in Istanbul, Turkey

Company Founded

1970

Fax

Founded by Evyap (internal development)

Founded

budgetmass marketEuropeunisexOfficial Website

Who Owns Fax?

Parent Company: Evyap
Ownership Type: Wholly owned
Company Type: Privately Held

Brand	Parent Company	Ownership Type
Fax	Evyap	Wholly owned

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Fax on Amazon

History of Fax

Founded: 1970
Founders: Evyap (internal development)

Evyap introduced the Fax brand in 1970. The company was already an established soap manufacturer by that point, having operated for over 40 years since its founding in 1927. Fax was created to serve a specific market segment: consumers who wanted quality soap at low prices. Evyap's existing brands like Duru targeted higher-end positioning, and Fax filled the value tier below them.

The 1970s and 1980s saw Fax expand across Turkey and into neighboring countries. The brand's growth was driven by Evyap's manufacturing scale and distribution network. Soap is a commodity product with thin margins, and Fax competed on price rather than differentiation. The brand's formula was straightforward: simple ingredients, efficient production, and high volume sales through grocery and discount retail channels.

By the 1990s, Fax had established strong positions in Eastern Europe, the Middle East, and parts of Asia. The collapse of the Soviet Union opened new markets in Russia, Ukraine, Belarus, and other former Soviet states where affordable soap was in high demand. Evyap's manufacturing base in Turkey provided a geographic advantage for serving these markets. Fax became one of Evyap's top export brands, alongside Duru.

The 2000s brought increased competition. Multinational companies like Unilever and Procter and Gamble expanded their own soap brands into Fax's core markets. Fax responded by maintaining its price advantage and leveraging Evyap's local manufacturing in Egypt (established in the 2000s) and Malaysia to reduce shipping costs to distant markets. The brand also expanded its product line beyond bar soap to include liquid soap and body wash variants.

In 2024, Evyap redesigned the Fax packaging with a new logo and visual identity. The redesign incorporated AI-assisted illustrations with a handcrafted aesthetic, featuring fragrance inspirations from Turkish regions like Cappadocia's lavender fields and Ayvalik's olive groves. The new packaging highlighted the brand's "30% More Perfume" claim with a bold visual icon.

In February 2026, Evyap began local Fax production in Iraq. The company opened a new manufacturing facility in Basra, creating employment for hundreds of local workers. Evyap had sold Fax products in Iraq for over 45 years, but this was the first time the brand was manufactured locally. The move was part of Evyap's strategy to invest in local production in key markets.

About Evyap

What does Evyap own?
Evyap owns and operates 15 personal care brands including Duru, Arko, Activex, Evy Baby, Gibbs, Fax, and Sanino. The company operates manufacturing facilities in Turkey, Egypt, Malaysia, and Indonesia, and also operates Evyapport, Turkey's fourth largest private port. Evyap Life Chemistry, the oleochemical division, serves more than 600 customers across 55 countries. Evyap provides contracted manufacturing services for leading international brands.

Is Evyap publicly traded?
No, Evyap is a privately held company owned and controlled by the Evyap family. The company does not have publicly traded shares and is not listed on any stock exchange, allowing it to maintain long-term strategic focus without public market pressures.

Who founded Evyap?
Evyap was founded in 1927 by Mehmet Rıfat Evyap in Erzurum, Turkey. The company started as a small soap atelier and has grown into one of the world's leading personal care manufacturers under nearly a century of family leadership.

Where is Evyap headquartered?
Evyap is headquartered in Istanbul, Turkey, where the company maintains its corporate offices, research and development center, and primary strategic operations. The company operates manufacturing facilities in Turkey, Egypt, Malaysia, and Indonesia.

How many brands does Evyap own?
Evyap owns 15 brands across personal care categories, including Duru, Arko, Activex, Evy Baby, Gibbs, Fax, and Sanino. Together, these brands offer more than 500 products serving consumers in over 100 countries worldwide.

Who owns Evyap?
Evyap is owned by the Evyap family, descendants of founder Mehmet Rıfat Evyap. The company has remained under family ownership and control since its founding in 1927, with no external shareholders or public trading.

What is Evyap's market position?
Evyap ranks among the top 100 industrial companies in Turkey and holds dominant positions in soap markets across Eastern Europe and the Middle East. The company ranks among the top two soap brands in countries including Russia, Ukraine, Belarus, Romania, Poland, and Azerbaijan. Activex is the clear leader in Turkey's liquid soap category.

Is Evyap sustainable?
Evyap maintains comprehensive sustainability practices with ISO 9001 quality management certification, GMP certification for cosmetics manufacturing, ISO 27001 information security certification, and RSPO certification for sustainable palm oil sourcing (Evyap Malaysia). The company focuses on environmental responsibility, resource efficiency, and regulatory compliance across its operations.

What is the new Evyap Indonesia plant?
In February 2026, Evyap opened a $130 million manufacturing facility in Indonesia's Sei Mangkei Special Economic Zone, North Sumatra. Operated by PT Evyap Sabun Indonesia, the plant produces palm oil-derived products including fatty acids, glycerin, soap noodles, and finished soap products. It has three production lines with a combined annual capacity of 650,000 tonnes and benefits from tax exemptions of up to 20 years.

Founded: 1927
Headquarters: Istanbul, Turkey
Company Type: Privately Held
Revenue: not publicly disclosed (private); Evyap Malaysia revenue RM2.3 billion (2025)
Employees: Approximately 3,000+

Visit Evyap website

View full company profile for Evyap

Where Is Fax Made / Based?

Headquarters: Istanbul, Turkey
Manufacturing / Operations: Turkey, Egypt, Malaysia, Iraq

Fax Categories & Tags

Soap Personal Care Affordable Turkish Brand Mass Market Hygiene

Fax Sustainability & Ethics

Fax operates under Evyap's corporate sustainability framework. Evyap has implemented energy-efficient production processes, water conservation measures, and waste reduction programs across its manufacturing facilities. The company uses sustainable packaging designs and has increased the use of recycled materials in product packaging.

However, Fax does not hold independent sustainability certifications. The brand is not certified cruelty free by Leaping Bunny or PETA. It is not vegan certified by The Vegan Society. It is not B Corp certified. Evyap is not a member of the Roundtable on Sustainable Palm Oil (RSPO) as of August 2025, though the company sources palm oil and other plant oils for its soap formulations. The sustainability flags listed in the brand's previous marketing materials were self-reported and not independently verified.

Evyap's 2025 IKMIB export awards recognize the company's commercial performance, not its environmental credentials. The company has not published science-based emissions reduction targets or carbon neutrality commitments. Fax products are formulated with biodegradable ingredients, which is standard for bar soap formulations using natural oils.

The brand's ethical record is clean. No product recalls, regulatory enforcement actions, or labor disputes have been documented for Fax specifically. Evyap's manufacturing facilities operate under Turkish, Egyptian, and Malaysian regulatory frameworks.

Fax Recalls & Controversies

Fax has no documented product recalls. The brand has maintained compliance with personal care product regulations in the markets where it operates, including European Union cosmetic regulations and Turkish consumer protection standards.

No significant regulatory enforcement actions have been reported against Fax or Evyap's soap manufacturing operations. The brand has not faced lawsuits related to product safety, ingredient contamination, or false advertising.

Evyap as a corporate entity faced a logistics and ownership change in 2023 when DP World acquired a 58% stake in Evyap Port. This transaction involved the port operations, not the consumer goods business, and did not affect Fax's ownership or operations.

The brand has faced routine competitive pressure from multinational soap brands, but these market dynamics have not resulted in controversies or ethical issues. No greenwashing claims have been formally raised against Fax by regulatory bodies.

Fax Ownership: Pros & Cons

Advantages

+Evyap's manufacturing scale in three countries keeps production costs low
+Vertical integration from raw materials to distribution supports competitive pricing
+Access to Evyap's established distribution network in over 100 countries
+Private ownership allows long-term strategy without quarterly shareholder pressure
+Evyap's contract manufacturing business provides additional revenue stability

Considerations

-Private ownership limits access to external capital for rapid expansion or acquisitions
-No independent sustainability certifications verified by Leaping Bunny, PETA, or B Lab
-Limited brand awareness in Western European and North American markets
-Budget positioning constrains pricing power and margin growth
-Reliance on Evyap's corporate strategy means Fax has no independent operational autonomy

Frequently Asked Questions About Fax

Sources & Further Reading

Competitors to Fax

These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.

Brand	Parent Company	Country	Founded	Market Position	Primary Market	Gender Target
Basic Care	Walmart	USA	2017	Mass market	United states	All-ages
Dove	Unilever	United Kingdom	1957	Mass market	Global	Womens
Equate	Walmart	USA	1986	Mass market	United states	All Genders
Lifebuoy	Unilever	Netherlands	1894	Mass market	Global	Unisex
Lux	Unilever	United Kingdom	1923	Mass market	Global	All Genders
Maybelline	Loreal	USA	1915	Mass market	Global	Unisex

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