From Strefi Hill to the global market.

Flax is more than just a company producing bath sponges and cosmetics - the products that first made it widely known. It is a company born from the desire to create high-quality products, crafted with respect for both nature and the consumer.

Our story is a Greek story of innovation, craftsmanship and sustainable thinking.

It began in the early 1960s, with our grandfather, Vassilis Vavvas. Born in Alexandria, a true melting pot of cultures, he returned to his homeland, Greece, bringing with him a unique beauty secret associated with Cleopatra: the Egyptian loofah (Loofah aegyptiaca cylindrica). This natural, plant-based sponge, designed for gentle cleansing and exfoliation, helps stimulate circulation and support healthy-looking skin.

At a time when natural sponges were virtually unknown in the Greek market, our product was truly pioneering. It quickly gained loyal consumers and, within only a few years, established a strong presence nationwide. The very first glove-shaped sponge, LifoPlus, remains to this day one of the most trusted and preferred bath sponges in Greece.

The Loofah

Loofah is a climbing annual plant. Its yellow flowers produce fruit from late summer through autumn. Once mature, the fruit is dried, peeled, and cut into shapes to become a natural, plant-based sponge.

Loofah is not a trend. It’s a life hack from nature, approved by Mother Earth! The only sponge that actually grows… and looks like a giant gourd.

Egyptian Loofah – The Queen

Egyptian loofah stands out for its exceptional quality characteristics. Its impressive network of natural fibers, with a light and open structure, dries quickly and does not favor the growth of microorganisms.
When wet, it becomes soft and flexible, helping to prevent skin irritation while remaining highly effective for cleansing and exfoliation.

Every loofah seed represents a promise of sustainability: it is planted, grows, bears fruit and produces new seeds, forming a continuous natural cycle that leaves no footprint on the earth.

Our Packaging

Our packaging is 100% recyclable and has been carefully designed using the minimum amount of material required, while fully ensuring product safety and hygiene.
Protecting a natural sponge from moisture and external contamination is essential, so that it reaches the consumer in optimal and safe condition.

Our Awards

Our consistent commitment to safe and effective performance, refined product aesthetics and responsible production practices — combined with our passion, our people and our long-term vision — has been recognized through multiple industry awards.

Our Journey

Flax starts in a small workshop on Strefi Hill, Athens. The first loofah sponges reach pharmacies and home-goods stores across the city.

Flax launches innovative flow-pack packaging for natural loofah sponges and introduces the LIFOSKIN brand.

Private-label partnerships with Greek and international companies accelerate production automation, facility upgrades, and implementation of high-quality standards.

Flax products earn a Gold Medal at the International Fair of Poznań.

The Flax team moves to Agios Dimitrios and launches the Lifoplus brand. Flax is also chosen to represent the EUROPARTENARIAT ’97 institution in Athens.

Flax enters the cosmetics market with CleanSkin, a natural, olive-oil-based range — one of the first plant-based alternatives in organized retail.

The Mythos brand is launched, pioneering Greek olive-oil-based cosmetics in the tourism and hospitality sector.

Product formulas and packaging are upgraded to meet modern safety and environmental standards, securing the relevant certifications. Drops, a personal hygiene and care brand, is also introduced.

Body Touch is launched, a new line of environmentally friendly and consumer-safe care products.

Flax unveils the renewed Mythos OLIVE and Mythos ALOE collections.

Flax launches the first loofah dish sponge in Greece!

Lifoplus Home, 100% bio-based, vegan, and biodegradable.
A truly responsible alternative for protecting the planet and our health.
Lifoplus Home: Clean dishes, clean planet.

Flax celebrates 60 years of expertise and innovation. Our team is inspired by a shared vision, driven by creativity, passion, and a dedication to producing high-quality, sustainable products.