At RAU EXPO 2025, a key industry event in Ukraine’s retail sector, AFINA GROUP unveiled its new in-house brand of household chemicals — SARMIX. This launch marks another milestone in the company’s long-term strategy to develop its own brands as a way to strengthen national manufacturing and position Ukrainian products as viable competitors to international players.
SARMIX was created in direct response to market demand for a modern, structured, and comprehensive product line. The range includes laundry detergents, dishwashing liquids, and surface cleaners, all developed with the needs of today’s consumers in mind. The brand’s all-in-one concept addresses all essential household needs under a single name — eliminating the need to combine products from different manufacturers. The offerings are effective, user-friendly, and positioned in the mid-price segment.
For AFINA GROUP, launching SARMIX is a natural continuation of its successful in-house brand strategy, previously proven by Vukhastyk — a leading family and baby care brand in Ukraine, recognized with national awards like Choice of the Year and trusted by retailers across the country. The company remains committed to supporting local production and proving that Ukrainian brands can compete not only in product quality but also in positioning strength, consumer trust, and market presence.
“We believe in the power of Ukrainian manufacturing and aim to create brands that not only meet everyday needs, but also shape a new consumer culture. SARMIX is more than just effective cleaning products — it’s a vision of modern order, made in Ukraine,”
— stated AFINA GROUP.
SARMIX will soon be available in major national retail chains and on leading online marketplaces. The brand’s market launch strategy includes a multi-channel approach — from traditional advertising to digital campaigns and in-store activations. The goal is to make the first customer experience smooth and trustworthy, driven by quality, clarity of message, and a consistent product lineup.
AFINA GROUP has been one of Ukraine’s leading FMCG operators for over 20 years, combining deep expertise in distribution, full-cycle logistics, and the development of private labels. The company has an extensive infrastructure, nationwide coverage, and a portfolio of 200+ SKUs, including award-winning brands such as Vukhastyk, iFresh, and Family Home.
AFINA GROUP continues to invest in practical, everyday solutions for Ukrainian consumers, reinforcing its role as a systemic player in the FMCG market with a clear vision for the future of the household chemicals category — Made in Ukraine.
