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Damascus-Daraa highway
Syria
About ASEEL
About Aseel
A household brand, built on our own production lines
Aseel is the household detergents and home care brand of Daaboul & Al-Mufti International Detergents. Every product that carries the name is formulated, manufactured and filled inside the company’s own plant in Syria — and today Aseel is the brand the group builds around.
Household detergents
Laundry, dishwashing and surface care for daily household and institutional use.
Owned end to end
Formulation, production and filling all happen inside the company that owns the label.
The group's flagship
Aseel carries the group's current growth stage across local and export markets.
Owner and manufacturer of Aseel
Brand and production under one roof
The manufacturer
Daaboul & Al-Mufti International Detergents
Founded in 1992, the company has spent more than three decades manufacturing detergents and home care products. It owns the Aseel brand and produces every item in the range on its own lines.
Founded in 1992
More than thirty years of continuous production.
Around 150 people
Production, laboratory, quality and commercial teams.
Deir Ali, Damascus
Daraa highway, Damascus countryside, Syria.
Detergents and home care
A focused specialisation, not a side line.
1992
Year founded
30+
Years of production
150
People on the team
50+
Products in the range
Our story
From a factory floor in 1992 to a flagship brand
Six stages that explain how Aseel came to exist, and why it carries the company’s name forward today.
01 The company is founded
Daaboul & Al-Mufti International Detergents begins manufacturing in Syria in 1992.
02 Industrial expertise takes shape
Formulation, mixing, filling and quality control capability is built up entirely in-house.
03 Export markets open
The company supplies a number of Arab and regional markets and builds export experience.
04 Aseel is launched
The company introduces Aseel as its own consumer-facing household brand.
05 Aseel becomes the flagship
Aseel is adopted as the principal brand and the focus of product development.
06 The current growth stage
A new phase of expansion led by Aseel, with Saudi Arabia next in the plan.
Vision and mission
Where we are going, and what we do every day
Our vision
Leading Syria's detergent industry
To be among the leaders of Syria’s detergent industry, through products built on innovation and sustainability.
Our mission
Quality, innovation and lasting partnerships
To provide high-quality, innovative detergents; to commit to continuous development; to build sustainable partnerships with our customers; and to run our business with honesty and sound counsel that secures the highest added value for all.
Our values
Eight commitments behind every batch
We believe close cooperation between our team and our customers is the best way to deliver outstanding products and services, consistently — backed by a strong team, a standing commitment to regulations and business ethics, and the habit of meeting challenges openly as they arise.
Transparency and integrity
Honesty and complete clarity in every dealing and every recommendation we make to our clients.
Appreciation
We respect our clients, work to understand their needs, and aim past their expectations with value-adding solutions and distinguished service.
Innovation and creativity
A standing appetite for new solutions and for advancing our industrial methods.
Consultation
Sharing knowledge with our clients is an essential part of what keeps us competitive.
Partnership
Strong, long-term ties with suppliers and clients alike.
Excellence and professionalism
Decades of experience turned into services and products that meet the highest quality standards.
Sustainability
Responsible business practices that protect the environment, use resources wisely and support sustainable development.
Accountability
We own our actions and decisions, keep our commitments and deliver dependable results.
See it in the range
Browse the Aseel line — laundry, dishwashing and surface care.
Why Aseel?
Built on experience. Driven by quality.
Three decades of manufacturing, in-house formulation, consistent quality and competitive pricing — all behind a single brand.
Since 1992
In-house R&D
Consistent quality
Competitive pricing
Aseel Detergent
Aseel is a brand owned and manufactured by the Global Detergents Company (Daaboul & Mufti).
- +963 993 377 082
- Damascus-Daraa highway