News & Insights

Riaya Industries is proud to announce that its leading feminine care brand, Mia, has been awarded Best TV, Offline & Online Campaign at Les Impériales 2026 for its powerful campaign “Serna Hdya / Womanhood is a Gift.”

This recognition marks an important milestone for both Mia and Riaya Industries, celebrating a campaign that goes beyond traditional marketing to create meaningful social impact.

More than a communication campaign, Womanhood is a Gift reflects Riaya Industries’ commitment to building Brands that are deeply connected to consumers’ realities and aspirations, while contributing positively to societal conversations.

For generations, a girl’s first period in Morocco was experienced in silence, often unspoken, yet deeply lived. With Mia, we chose to reframe that moment with dignity, warmth, and meaning.

Not by disrupting culture, but by listening to it. By honoring memory, transmission, and the powerful intergenerational bonds that have always existed between Moroccan women.

Because the most meaningful brands do not simply sell products, they shift something slowly, softly :

– They shape conversations.
– They shift perceptions.
– And over time, they contribute to moving society forward.

This recognition feels especially meaningful. It reinforces a conviction we deeply believe in at Riaya Industries: when marketing is built on insight, consistency, and cultural relevance, it can create lasting impact. This is the kind of work worth doing.

This award recognizes the vision, creativity, and dedication of all the teams that contributed to bringing this campaign to life.

The Moroccan baby diaper brand Dalaa has reached a significant new milestone: it is now officially recommended by pediatricians, following the endorsement of the Casablanca Association of Private Pediatricians (ACPP).

This recognition was granted after a thorough audit conducted in December 2024 by the ACPP’s scientific committee, led by the internationally renowned pediatrician Dr. Moulay Said Afif, also a member of the National Vaccination Commission and President of the Moroccan Society of Medical Sciences.

“As part of our audit activities, we visited the production facilities of Riaya Industries with members of the ACPP committee. We carefully reviewed the entire manufacturing and quality control processes of Dalaa baby diapers, which we now recommend unanimously,” stated Dr. Afif.

For Mr. Soufiane Badaa, General Manager of Riaya Industries, this endorsement is both a validation of the brand’s long-standing pursuit of excellence and a springboard for a new phase focused on innovation and performance.

“This label strengthens our confidence and deepens our commitment as a Moroccan brand, one that will always remain true to its origins,” he added.

Since its launch in 2008, Dalaa has grown into a national success story, widely recognized as a leader in the baby diaper market. For over 14 years, Moroccan mothers have consistently voted Dalaa as the number one baby diaper brand, and in 2024, it was named Product of the Year.

Through a partnership with the Ministry of Health, Dalaa plays an active role in educating and supporting new mothers across Morocco, from public hospitals to local health centers.

Certified for Quality (ISO 9001 2015), Safety (ISO 45001 2018), and Environmental Standards (ISO 14001 2015), Dalaa is also labeled “Excellent” by dermatology experts in Germany.

With this latest recognition from the pediatric medical community, **Dalaa continues to affirm its role as a trusted partner for Moroccan mothers, proudly supporting what we call the “Oumouma Maghribia,” Moroccan motherhood.

In celebration of World Menstrual Hygiene Day, observed annually on May 28, Mia, the 100% Moroccan feminine hygiene brand produced by Riaya Industries, has once again reaffirmed its commitment to combating menstrual precarity. Throughout May 2025, Mia led a series of impactful awareness and reproductive health education initiatives in collaboration with several partners, championing open conversations and access to hygiene products in a country where the usage rate of sanitary pads remains under 30%, one of the lowest in the region.
As part of this initiative, and supported by a strategic partnership between Riaya Industries and the Casablanca Settat Regional Academy of Education and Training, Mia launched a large-scale awareness campaign that reached nearly 100,000 middle school girls across the region. With the strong support of teaching staff, school health professionals, provincial education departments, school principals, and faculty members, Mia deployed medical, paramedical, logistical, and outreach teams across all 16 provinces and prefectures of Casablanca Settat.

In total, over 185 schools took part in the campaign. Educational workshops were delivered, providing safe spaces for students to ask questions, receive accurate information, and access menstrual hygiene solutions. Among the key outcomes of the campaign was the distribution of one million sanitary pads to girls across the region, a powerful step toward dignity and equity.

In parallel with these educational efforts, Mia also launched a major social solidarity initiative by partnering with SOS Children’s Villages Morocco. Under this program, for every Mia pack sold through a selected modern retail network, one pack is donated to a girl supported by the association. This model not only expands access but also enables loyal Mia customers to take part in the movement for change.
Additionally, Mia has extended its impact through its digital channels. For every interaction on its social media pages and those of its media partner Med Radio The brand donates an additional “media pack” to beneficiaries of SOS Children’s Villages.

Since its founding in 2017 by Riaya Industries, Mia has made it its mission to promote access to proper menstrual hygiene for all. This year’s efforts reinforce the brand’s long-standing commitment to education, empowerment, and social responsibility, building a future where no girl is left behind.

Riaya Industries and Silent Believers Distribution proudly celebrate a major achievement: Their leading brands, MIA and DALAA, have been officially named Product of the Year Morocco 2025 in their respective categories. This consumer-driven recognition reflects the trust, satisfaction, and loyalty Moroccan families place in these two homegrown brands.

MIA: Voted Best Sanitary Napkin in Morocco

MIA, Riaya’s flagship brand for feminine hygiene, has earned the title of Best Sanitary Napkin in Morocco for 2025. Known for its comfort, superior protection, and attention to women’s needs, MIA continues to raise the standard for feminine care products made in Morocco. The Product of the Year award reaffirms its reputation as a trusted choice for women seeking high-quality and affordable hygiene solutions.

DALAA: Voted Best Baby Diaper Brand in Morocco

DALAA, a household name in baby diaper products in Morocco, has won in the baby care category for its excellent absorption, soft materials, and comfort for babies. Favored by thousands of parents across the country, DALAA stands out as a reliable and accessible baby diaper brand manufactured in Morocco that combines innovation with care.

A Milestone for Made in Morocco Innovation and Consumer Trust

This double recognition underscores Riaya Industries’ commitment to creating effective and accessible hygiene products while promoting innovation rooted in Moroccan values. It also highlights the role of Silent Believers Distribution in making these award-winning products available across the country through an extensive and agile distribution network.

These accolades demonstrate how Made in Morocco can deliver competitive, high-quality products that meet global standards while staying deeply connected to local needs.

Riaya Industries stands out in 2024 with its brands Mia and Dalaa, recognized among the “Product of the Year” winners. This accolade highlights our commitment to excellence and customer satisfaction. The Mia sanitary pads and Dalaa baby diapers exemplify our dedication to high-quality products that meet the needs of Moroccan consumers.

The survey, conducted by independent firm Nielsen, is a neutral and fully transparent perception study. It involved 3,000 consumers from Casablanca, Rabat, Marrakech, Agadir, Fès, Tanger, and Oujda.

These awards reinforce Riaya Industries’ leadership in the market, showcasing our focus on innovation and quality. Our award-winning products reflect our expertise and future-oriented vision, prioritizing consumer well-being.

We’re thrilled to announce that Team Mia has won the Jury Award at the prestigious Tilila Trophy for our film “Bla Mika,” produced by JAWJAB. This film embodies our commitment to menstrual awareness, breaking taboos, and promoting menstrual health. This victory propels us to further our mission in educating and raising awareness on this crucial subject, with a special shout-out to the talented Jawjab team who made this possible. Thank you all for your unwavering support in this essential cause!

Watch the award-winning film “Bla Mika :

Riaya Industries extends its heartfelt gratitude to our dedicated team and the wonderful visitors whose contributions were instrumental in the success of our participation in the BEAUTYISTANBUL Exhibition, 4th International Exhibition for Cosmetics.
We are eager to continue our journey of innovation and sincerely appreciate your valuable presence and contributions. Thank you!

The Moroccan group Novatis, a key player in the “hygiene and healthcare” sector (also known as “care”), has officially changed its name to “Riaya Industries.” This announcement was made during the company’s 20th-anniversary celebration in Casablanca, attended by all employees and top management. “With ‘Riaya Industries,’ we are announcing much more than just a name change. It represents a consolidation of our achievements, made possible through the support of our loyal partners, customers, consumers, and the communities of our brands, as well as the opening of a new chapter of progress,” stated the company’s management.

Through this new identity, “Riaya Industries” embodies the mission that has guided its creation and growth: providing the best assistance and highest quality products and services to consumers, under the best conditions. Supported by a strong “brand platform,” “Riaya Industries” serves as the umbrella for the group’s many leading brands, including Dalaa and Câlin in baby diapers, Mia in feminine hygiene products, Sany in household paper, and Nova in adult diapers.