SAH Group was founded in 1994 by Jalila Mezni and Mounir El Jayez and listed on the Tunisian Stock Exchange in 2014. The group reported revenues of $228 million in 2021. Today, the company is present in 20 African countries. Its subsidiaries include SAH Ivory Coast, Azur Detergent, and Azur Papier. Lilas SAH started as a feminine product provider and entered the detergent market in 2019. In June 2022, it had 70% market share in feminine hygiene and 50% in baby products in Tunisia.