Consumer Care International is expanding its footprint in the fast-growing Philippine personal care market with the acquisition of S Brands Consumer Care Inc., the company behind popular household names such as KERATINplus, AlcoPlus, DeoPlus and Empress.
The fast-moving consumer goods arm of Wipro Enterprises said it has signed a definitive agreement to acquire 100 percent of S Brands, marking its second major acquisition in the Philippines.
The deal follows Wipro’s 2019 purchase of Splash Corporation, one of the country’s best-known personal care companies and the owner of brands including SkinWhite, Maxi-Peel and Vitress.
With S Brands joining its portfolio, Wipro is strengthening its position in the local beauty, grooming and hygiene sectors while reinforcing its broader expansion strategy across Southeast Asia.
S Brands has built a strong presence in the Philippine market through a diverse lineup of trusted products. Its portfolio includes KERATINplus, the country’s leading hair treatment brand; AlcoPlus, a widely recognized hygiene brand; DeoPlus, a fast-growing name in powder deodorants; and Empress, an emerging hair care label.
The company also owns Grips, a leading men’s grooming line, and Fiona Cologne, a popular fragrance brand among teenagers.
Wipro said the brands have developed strong consumer loyalty, wide distribution networks and leading positions in their respective categories, giving the group a stronger platform for future growth.
“This acquisition is an important milestone in our journey to become one of Asia’s leading personal care companies,” said Nagender Arya, president for East Asia and chief operating officer of Wipro Consumer Care International.
Arya said the transaction, Wipro’s 16th strategic acquisition, reflects the company’s long-term commitment to the Philippines and its focus on high-growth emerging markets.
“The Philippines is the fourth-largest personal care market in Southeast Asia, with a young and growing consumer base,” he said. “It offers significant opportunities across hair care, skin care, fragrance and hygiene.”
Wipro also sees potential to introduce KERATINplus and other S Brands products to consumers in international markets through its global distribution and research capabilities.
Wipro Consumer Care International currently operates in more than 60 markets across Asia, the Middle East and Africa. Its key markets include India, Malaysia, the Philippines, Vietnam and South China.
S Brands founder and president Dick Sy Ong said the partnership would help the company reach more consumers and accelerate its expansion beyond the Philippines.
“S Brands is growing, and we are ready to reach more people in more markets,” Ong said. “Wipro has the track record and global reach to help make that happen.”
He added that Wipro’s research, development and innovation capabilities would allow S Brands to introduce better products while preserving the values that have shaped the company.
“Wipro is big, yet its leadership team remains grounded. They have the heart and concern for what they do, and it is part of their culture to give back to communities. We believe in the same thing,” Ong said.
Incoming S Brands chief executive Amit Kumar Dawn said the acquisition would create new opportunities to accelerate growth, strengthen brands and improve operational efficiencies.
“The addition of S Brands further strengthens the group’s overall portfolio in the Philippines, providing an even stronger platform to accelerate growth, build stronger brands and create long-term value,” Dawn said.
The transaction is expected to further intensify competition in the Philippine personal care industry, with Wipro combining Splash Corporation’s established brands with S Brands’ fast-growing hair care, grooming, fragrance and hygiene products.