ElAfifi joined Henkel in 1992. In 2021, the company reported $1.4 billion in revenue in the Middle East and Africa and launched its international educational initiative Forscherwelt, or “Researchers’ World,” to introduce children to science. In the same year, Henkel and Plastic Bank established an ethical collection ecosystem by implementing Plastic Bank collection branches across Egypt. Henkel now has 27 collection centers, more than 1,660 registered collectors, and has collected almost seven million kgs of plastic waste.