Fine Hygienic and Living Business partner to encourage people to wear sustainable masks

Mask wearing is one of the best ways of slowing the spread of COVID-19 but wearing disposable masks comes at a significant environmental cost. That’s why Fine Hygienic Holding has designed a cloth mask with a built in disinfectant layer which kills COVID-19. Since February, Living Business, a programme developed in association with HSBC, and Fine have been working together to encourage people to support the environment by buying a cloth mask. 

Fine realised very early that disposable masks, which are partly made of plastic and so don’t degrade quickly, present a huge environmental challenge. The potentially infected masks need to be treated with special care by waste management companies. They are adding hundreds of tonnes of additional waste to landfill. And some don’t make it to landfill, ending up in streets, parks, rivers and the Oceans instead. 

In January this year, therefore, Fine began designing a comfortable cloth mask. To make the mask safer than disposable masks, Fine turned to Swiss company Livinguard Technologies AG. Livinguard’s breakthrough technology endows fabrics with unparalleled protection from bacteria and viruses. 

Researchers from the Free University of Berlin at the Institute for Animal Hygiene and Environmental Health have now been able to demonstrate that textiles treated with Livinguard Technology can destroy 99.9% of SARS-CoV-2 (the virus that causes COVID-19).

Best of all, Livinguard retains its deadly properties even after multiple trips through the wash. So you can literally wash and reuse for a year and be confident that the mask is offering additional protection from COVID-19. 

Since February, when Fine joined the Living Business programme, the Living Business team have been working with Fine to raise awareness of the environmental challenges posed by disposable masks. The message is simple: one of the best ways to protect against COVID-19  is to wear a mask and the best way to protect the environment is to make sure it’s a cloth mask. 

The ambition is big: to engage 10 million people to use cloth masks in 2020 thereby keeping over one billion disposable masks out of landfill or the oceans. 

Andrea Janjua, Chief Marketing Officer at Fine said, “The Living Business programme has helped us get our sustainable message out. It’s fantastic that HSBC is supporting businesses in creating a more sustainable world.”

The Living business programme aims to help companies become more competitive and productive thereby incorporating socially and environmentally sustainable practices. This year’s programme offers support to more than 30 companies in the UAE. Living Business is an initiative by HSBC, Get in the Ring and Globally. For more information visit

Fine’s cloth masks are available at Carrefour, Spinneys, Lulu and Union Co-op and online from Amazon, Noon, Mumzworld and Sprii.