Wipro Consumer Care International (WCCI), the fast-moving consumer goods (FMCG) arm of Wipro Enterprises, has signed a definitive agreement to acquire 100% of S Brands Consumer Care Inc., strengthening its presence in the Philippine personal care market and expanding its portfolio across Southeast Asia.
The acquisition marks Wipro Consumer Care International’s second strategic investment in the Philippines following its acquisition of Splash Corporation in 2019, which brought well-known brands such as SkinWhite, Maxi-Peel, and Vitress into its portfolio. The latest deal further reinforces the company’s long-term growth strategy in one of the region’s fastest-growing consumer markets.
S Brands is a leading player in the Philippine personal care industry, with a portfolio that includes KERATINplus, the country’s No. 1 hair treatment brand; AlcoPlus, one of the nation’s most trusted hygiene brands; DeoPlus, a leading powder deodorant; Empress hair care; Grips men’s grooming products; and Fiona Cologne, a popular fragrance brand for teens. Together, these brands have built strong consumer loyalty and hold leading positions in their respective categories.
The acquisition also strengthens Wipro Consumer Care International’s operations across Asia, the Middle East, and Africa, where it currently serves more than 60 markets, including India, Malaysia, Vietnam, South China, and the Philippines.
“This acquisition is an important milestone in our journey to become one of Asia’s leading personal care companies,” said Nagender Arya, President-East Asia and Chief Operating Officer of Wipro Consumer Care International. “As our 16th strategic acquisition, it reinforces our long-term commitment to the Philippines following the acquisition of Splash Corporation in 2019. It also reflects our continued focus on investing in high-growth emerging markets.”
Arya noted that the Philippines, the fourth-largest personal care market in Southeast Asia, offers significant opportunities across hair care, skincare, fragrance, and hygiene. He also cited the international growth potential of brands such as KERATINplus.
For Dick Sy Ong, Founder and President of S Brands, the partnership opens the door for broader regional and global expansion.
“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. With its strong research, development, and innovation capabilities, we can offer even more to our customers. Beyond its size, what stood out to us is Wipro’s grounded leadership and commitment to giving back to communities—values we share,” Ong said.
Incoming S Brands Chief Executive Amit Kumar Dawn said the acquisition provides a stronger platform for future growth.
“This acquisition strengthens our position in the Philippines and opens up new opportunities for growth. KERATINplus is the market-leading hair treatment brand with strong consumer loyalty, an extensive distribution network, and excellent brand equity. Adding S Brands to the Wipro portfolio enables us to accelerate growth, strengthen our brands, improve operational efficiencies, and create long-term value,” Dawn said.
Wipro Consumer Care International is the global arm of Wipro Consumer Care, one of the world’s fastest-growing FMCG companies with annual revenues exceeding US$1.2 billion. Operating across 18 countries, the company manages more than 37 brands sold in over 60 markets, supported by 17 manufacturing facilities and 11 research and development centers. Its continued focus on consumer-led innovation and strategic acquisitions has helped strengthen its position in key personal and home care categories worldwide.