The Market Monitor Minding the Nation's Business
By Isabella Cuartero
Indian conglomerate Wipro Consumer Care International (WCCI), the FMCG division of Wipro Enterprises, has signed a definitive agreement to acquire 100% of S Brands Consumer Care Inc. (S Brands), a leading Philippine personal care company.
The deal marks WCCI’s 16th global acquisition and its second in the Philippines, following its 2019 acquisition of Splash Corp., owner of local brands SkinWhite, Maxi-Peel®, and Vitress. The acquisition strengthens Wipro’s personal care portfolio and expands its presence across Southeast Asia.
During a media briefing July 21 at Shangri-La Hotel in Taguig City, Wipro Consumer Care International President and COO Nagender Arya said the acquisition will strengthen the company’s Philippine business by combining S Brands with Splash to expand distribution, widen market reach, and grow its personal care portfolio.
“Anytime is the (right) time as long as it’s a good partnership.”
Arya said: “This acquisition is an important milestone in our journey to become one of Asia’s leading personal care companies. As our 16th strategic acquisition, it reinforces our long-term commitment to the Philippines following the acquisition of Splash Corporation in 2019.”
“The Philippines is the fourth-largest personal care market in Southeast Asia, with a young and growing consumer base. It offers significant opportunities across hair care, skin care, fragrance, and hygiene. We also see strong potential to take KERATINplus and other S Brands products into new international markets,” he added.
Rooted globally, powered locally
Wipro Consumer Care International operates across Asia, the Middle East, and Africa, with a presence in more than 60 markets, including India, Malaysia, the Philippines, Vietnam, and South China. The acquisition aligns with its strategy of combining global capabilities with established local brands to drive growth in fast-growing consumer markets.
S Brands is a leading player in the Philippine personal care market, with a portfolio that includes hair care brands KERATINplus and Empress, rubbing alcohol brand AlcoPlus, deodorant brand DeoPlus, men’s grooming brand Grips, and Fiona Cologne for teens. The company reports KERATINplus is the Philippines’ leading hair treatment brand, while AlcoPlus and DeoPlus have strong positions in their respective categories.
Values are aligned
Dick Sy Ong, founder and president of S Brands, said the partnership would support the company’s expansion into new markets while leveraging Wipro’s research, development, and innovation capabilities. He added that both companies share similar values and a commitment to community development.
“S Brands is growing and we’re ready to reach more people in more markets. Wipro has the track record and global reach to help make that happen. And with their proven R&D and innovation, we can give even more to our customers,” Ong said.
Wipro Consumer Care International is the international arm of Wipro Consumer Care, one of the fastest-growing FMCG businesses with annual global revenues exceeding USD 1.2 billion. Operating across 18 countries, the business has built a portfolio of 37+ brands marketed in 60+ countries across personal care, home care, and other consumer categories.