In 1994, Exir Kadus revolutionized the Iranian beauty industry by introducing the first-ever hair color, Padina, under the guidance of Swedish expertise. This groundbreaking innovation began a legacy of excellence in hair care and color, propelling Padina to become a household name synonymous with quality and affordability.

Padina has a rich history in producing hair care products, being Exir Kadus’s first brand, but its expertise also extends to body care and nail cosmetics. Padina’s diverse range of offerings, encompassing hair care, hygiene products, perfume and body care, establishes it as a leading player in the industry.