If your bathroom shelf is filled with KERATINplus, AlcoPlus, or Vitress, here is some big news for you.
Global consumer goods company Wipro Consumer Care International (WCCI) has signed an agreement to acquire 100% of S Brands Consumer Care Inc. This move officially brings some of the country’s most popular hair care, hygiene, and personal care items under Wipro’s growing lineup.
This is not Wipro’s first big move in the local market. Back in 2019, the company acquired Splash Corporation, the team behind well-known brands like SkinWhite, Maxi-Peel, and Vitress.
This latest deal is Wipro’s 16th acquisition globally and its second major investment in the country. It shows their strong focus on growing across the Philippines and the rest of Southeast Asia.
“This acquisition is an important milestone in our journey to become one of Asia’s leading personal care companies,” says Nagender Arya, President East Asia & COO of Wipro Consumer Care International. “The Philippines is the fourth-largest personal care market in Southeast Asia, with a young and growing consumer base.”
S Brands has built a strong lineup over the years that many Filipinos use every day.
Through this deal, Wipro adds several top products to its list. These include KERATINplus, the number one hair treatment in the country, and AlcoPlus, a trusted name for home hygiene. The deal also includes DeoPlus powder deodorant, Empress hair care, Grips men’s grooming, and Fiona Cologne for teens.
For the founder of S Brands, joining Wipro is the right next step for these homegrown products.
“S Brands is growing and we’re ready to reach more people in more markets,” says Dick Sy Ong, Founder and President of S Brands. “Wipro has the track record and global reach to help make that happen. Wipro is big, yet I see their leadership team is still grounded. They have the heart and concern for what they do, and it’s in their culture to give back to communities. We believe in the same thing.”
Wipro currently operates in over 60 markets across Asia, the Middle East, and Africa. Their main markets include India, Malaysia, Vietnam, South China, and the Philippines.
While this deal helps Wipro grow locally, it also opens up new doors for Filipino products abroad. The company plans to bring KERATINplus and other S Brands favorites to new international markets.
“This acquisition strengthens our position in the Philippines and opens up new opportunities for growth,”shares Amit Kumar Dawn, Incoming Chief Executive of S Brands. “KERATINplus is the market-leading hair treatment brand with strong consumer loyalty, an extensive distribution network, and excellent brand equity. The addition of S Brands provides an even stronger platform to accelerate growth and build stronger brands.”
Whether you use KERATINplus for daily hair care or rely on AlcoPlus for clean hands, your everyday essentials are about to reach an even bigger audience.
