Abderrazak Hadri transformed a small counter in Casablanca into a national fragrance business. Now Hadri Invest Group is moving into household cleaning, new scent identities and laboratory-led personal care.
A business that began behind one small perfume counter in Sidi Bernoussi is moving into Moroccan homes in an entirely new way.
Abderrazak Hadri built his name through Hadri Parfums, an accessible fragrance brand that expanded from one Casablanca location into a network of more than 25 shops.
Now he is moving beyond perfume.
The developing Hadri Invest Group brings together Hadri Parfums, the new NovoCare cleaning range and emerging identities including Hazai Fragrance and Dermo Laboratoires.
It is an ambitious transition from one popular product category towards a Moroccan group creating, manufacturing and distributing several types of consumer goods.
ONE COUNTER STARTED THE STORY
Hadri opened his first modest perfume counter in Sidi Bernoussi, Casablanca, in 2018.
His idea was simple: fragrance should not be restricted to customers able to pay luxury prices.
The business combined accessible products with direct customer contact. Word of mouth, social-media marketing, online ordering and physical shops helped it expand beyond its original neighbourhood.
According to the company’s official history, Hadri Parfums now operates more than 25 shops and offers a catalogue containing over 200 fragrances.
Customers can discover products online, order for delivery or visit a shop to test them. This combination of digital visibility and traditional retail has become one of the company’s defining strengths.
HADRI PARFUMS BECAME A MANUFACTURER
The company’s expansion did not stop at opening shops.
Moroccan media reported in June that Hadri’s industrial production had doubled from 20,000 to as many as 40,000 products per day. Reports linked to the 2026 Industry Meeting Days also placed its workforce at more than 250 people.
These are company figures reported by Moroccan publications, not independently audited financial disclosures.
They nevertheless demonstrate how far the operation has travelled from its original counter.
Hadri has developed capabilities in formulation, manufacturing, packaging, quality control, e-commerce, logistics and retail distribution.
That industrial base now provides the foundation for businesses beyond traditional fragrance.
NOVOCARE TAKES HADRI INTO HOUSEHOLD CLEANING
NovoCare represents the clearest new chapter for Hadri Invest Group.
The Moroccan brand moves the business into household cleaning and hygiene products, a broader everyday market where customers purchase more frequently than they do in perfume.
Recruitment advertisements published under the Hadri Invest Group name identify NovoCare as a hygiene-products brand. The group has recruited for distribution covering Casablanca, Settat, Berrechid and Mohammedia.
This provides tangible evidence that NovoCare is entering commercial distribution rather than remaining only a name displayed in group material.
The move has a clear industrial logic.
Hadri can reuse experience developed through perfume production, including formulation, sourcing, packaging, marketing and delivery to points of sale.
Its existing visibility may help consumers notice NovoCare. But recognition alone will not create a successful cleaning brand.
Household products are judged on performance, safety, value and reliability. Labels must contain accurate instructions and appropriate precautions.
Any claim concerning disinfection, antibacterial action or health protection must comply with the relevant regulations and be supported by appropriate testing.
The Hadri name can open the door. The products must convince customers to return.
THE PERFUME BUSINESS IS STILL EXPANDING
Hadri is not leaving behind the category that created the company.
The official Hadri Parfums website lists three additional formats for 2026: perfumed oil, solid perfume and fragrance mist. Its LinkedIn page has also announced the availability of its perfumed-oil range.
These additions allow Hadri to serve different consumer habits while remaining close to its established expertise.
Hadri Invest Group material also displays Hazai Fragrance, indicating plans for another scent identity within the portfolio.
A separate fragrance brand could serve a different customer segment, price category or distribution channel without changing the position of Hadri Parfums.
The group has not yet published Hazai Fragrance’s complete range, launch timetable or commercial positioning. It is therefore best understood as an emerging group identity until more information becomes available.
DERMO LABORATOIRES REVEALS A TECHNICAL AMBITION
Dermo Laboratoires is the most technically intriguing name displayed within Hadri Invest Group.
It points towards possible ambitions in cosmetics, personal care or laboratory-led product development.
Hadri has recruited for specialist roles involving cosmetic formulation, stability testing, raw-material control, product safety, regulatory files and ISO 22716 manufacturing requirements.
This shows that scientific formulation and regulatory compliance are becoming increasingly important to the operation.
However, Dermo Laboratoires has not yet disclosed its products, precise activities or regulatory status.
It would be premature to describe it as a pharmaceutical or medical laboratory. The name suggests a direction, but the group must still explain what the activity will produce and which market it will serve.
CERTIFICATION STRENGTHENED THE FOUNDATION
Expanding into new consumer categories requires reliable production systems.
In 2026, Hadri Parfums announced that its Casablanca unit had received a Good Manufacturing Practices conformity certificate from the Moroccan Institute for Standardization, IMANOR.
The reported certificate, numbered 2026CBPF01.04/1, covers compliance with the NM ISO 22716-2012 standard for cosmetic manufacturing practices. It is reported to remain valid until February 2029.
The standard addresses areas including manufacturing, quality control, storage and product shipment.
Certification does not guarantee that every new product will succeed. Nor does certification of the fragrance operation automatically cover everything the wider group may produce.
It does show that Hadri has invested in the formal procedures required to move from small entrepreneurship towards structured manufacturing.
FOUR IDENTITIES, ONE DEVELOPING GROUP
Hadri Invest Group’s publicly visible portfolio currently includes:
HADRI PARFUMS
The original and most established business, covering accessible fragrance, stores, online sales, perfumed oils, solid perfume and fragrance mist.
NOVOCARE
A cleaning and hygiene-products brand entering distribution across parts of the Casablanca-Settat region.
HAZAI FRAGRANCE
An emerging scent identity whose complete collection and positioning have not yet been publicly presented.
DERMO LABORATOIRES
A laboratory-oriented identity pointing towards future activity in formulation, cosmetics or personal care.
These names are associated publicly with Hadri Invest Group. That does not necessarily mean all four are separately incorporated companies.
The group has not yet released a full corporate presentation detailing the ownership and legal structure of every activity.
THE NEXT TEST IS MANAGEMENT
Creating a successful perfume brand and managing a diversified industrial group are different challenges.
Fragrance, cleaning products and personal care can share expertise in formulation, packaging, marketing and distribution. They also serve different needs and carry different regulatory responsibilities.
Hadri Invest Group will require specialist managers, strong financial controls and clear accountability across its activities.
It must also protect Hadri Parfums, the brand that created its reputation and customer base.
Abderrazak Hadri’s visibility has helped make the company feel accessible and human. Customers have followed the entrepreneur as well as the products.
The next stage requires brands and systems capable of performing even when the founder is not personally leading every launch.
A BIGGER MADE-IN-MOROCCO STORY
Hadri’s journey matters because it began with something small and familiar.
One young entrepreneur opened a perfume counter in Bernoussi. That counter developed into shops, manufacturing capacity, employment and a nationally recognised brand.
NovoCare now takes the group into household cleaning. Hazai Fragrance could widen its presence in scent, while Dermo Laboratoires signals ambitions in more specialised product development.
Some details about the new portfolio still need to be disclosed. Its complete corporate structure, investment levels, revenue and international reach remain unknown.
But its direction is unmistakable.
What began with perfume in Bernoussi is becoming something larger: a Moroccan group determined to put locally made products into homes across the country.