Wipro Consumer Care International (WCCI) has acquired 100% of Philippine personal care company S Brands Consumer Care Inc., adding brands such as KERATINplus, AlcoPlus, DeoPlus, and Fiona Cologne to its portfolio.
The deal marks Wipro’s second acquisition in the Philippines after it bought Splash Corporation in 2019. Splash owns personal care brands including SkinWhite, Maxi-Peel, and Vitress.
The companies did not disclose the value or other financial terms of the transaction.
S Brands’ portfolio includes hair treatment brand KERATINplus, hygiene brand AlcoPlus, and fragrance and deodorant products sold under DeoPlus and Fiona Cologne. Wipro said the acquisition would support plans to bring some of these brands to markets outside the Philippines.
“This acquisition is an important milestone in our journey to become one of Asia’s leading personal care companies. It reinforces our long-term commitment to the Philippines and our focus on investing in high-growth emerging markets,” Wipro Consumer Care International president and chief operating officer Nagender Arya said.
WCCI, the international consumer care arm of Wipro Enterprises, reported annual global revenue of more than $1.2 billion. It operates in over 18 countries and markets more than 37 brands across over 60 countries.
The company is targeting growth in the Philippine hair care, skin care, fragrance, and hygiene segments. It described the country as Southeast Asia’s fourth-largest personal care market.
“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. Together, we can enhance our offerings and give back to communities, a value shared by both companies,” S Brands founder and president Dick Sy Ong said.
