Wipro Consumer Care International, the FMCG division of Wipro Enterprises, has signed a definitive agreement to fully take over S Brands Consumer Care Inc., one of the leading personal care companies in the Philippines. This marks the company’s second strategic purchase in the country, following its acquisition of well-known local firm Splash Corporation in 2019, and builds on its standing as a major player across Southeast Asia.
S Brands manages a portfolio of trusted, top-ranking products in the local market. Its offerings include KERATINplus, the country’s number one hair treatment brand; AlcoPlus, a widely recognized hygiene line; DeoPlus, a fast-growing leader in powder deodorants; alongside hair care brand Empress, men’s grooming line Grips, and teen-focused fragrance brand Fiona Cologne, all of which enjoy strong consumer loyalty.
Wipro Consumer Care International operates across more than 60 markets in Asia, the Middle East and Africa, with key locations including India, Malaysia, the Philippines, Vietnam and South China. Its annual global revenue tops US$1.2 billion, supported by 17 manufacturing sites, 11 research and development centers, and over 37 leading brands.
Nagender Arya, president for East Asia and chief operating officer of Wipro Consumer Care International, noted the deal is the group’s 16th strategic acquisition and underscores its long-term commitment to the Philippines. He pointed out the country is Southeast Asia’s fourth largest personal care market with a young and expanding consumer base, and said there is strong potential to bring KERATINplus and other S Brands products to new international markets.
Dick Sy Ong, founder and president of S Brands, shared that the partnership will help the business reach more people across more regions, drawing on Wipro’s proven track record, global reach and innovation capabilities. Amit Kumar Dawn, incoming chief executive of S Brands, added that the deal boosts the firm’s standing at home while opening new growth opportunities, combining S Brands’ strong distribution network and brand equity with Wipro’s wider resources to drive faster expansion and greater long-term value.
