ElAfifi was appointed to his position in 2011, having joined Henkel in 1992. He also leads the Henkel Consumer Brand business in the Middle East, Africa, Asia Pacific, and Latin America. The company’s regional revenues reached $2.2 billion in 2023. In July 2024, it was revealed that Henkel’s eight manufacturing sites in the Middle East and Africa operate on 100% renewable electricity. This is done through on-site PV solar and hydroelectricity plants in Türkiye and Kenya, wind energy in South Africa, and solar energy in Saudi Arabia and the U.A.E. In 2024, the company opened its beauty care production facility in Riyadh.