Wipro Consumer Care International, the fast-moving consumer goods arm of Wipro Enterprises, has officially entered into a definitive agreement to acquire full shareholding of S Brands Consumer Care Inc., a well-known personal care firm operating in the Philippines. This major business move marks the foreign company’s second strategic expansion in the local market, coming a few years after its high-profile purchase of Splash Corporation in 2019. By bringing another established Filipino company into its portfolio, the global entity continues to solidify its footprint in Southeast Asia and enhance its regional footprint in high-growth personal care segments.
The Philippine personal care market remains one of the largest and most dynamic in Southeast Asia, fueled by a young, brand-conscious population. Local consumers consistently demonstrate strong brand loyalty toward product lines that cater directly to their daily hygiene, hair care, and grooming routines. S Brands Consumer Care Inc. has built a massive presence across the archipelago by offering staple products that resonate with everyday shoppers. Among its portfolio are household names like KERATINplus, a dominant force in the hair treatment space, alongside trusted hygiene lines such as AlcoPlus and DeoPlus. The company also manages popular lines including Empress hair care, Grips men’s grooming products, and Fiona Cologne for teens.
“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. It also reflects our continued focus on investing in high-growth emerging markets. 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,” according to Nagender Arya, President East Asia & COO, Wipro Consumer Care International.
Through this strategic acquisition, Wipro Consumer Care International aims to build upon the existing distribution networks and market leadership established by S Brands. By combining global research and development expertise with local market insights, the international firm seeks to accelerate product innovation and operational efficiencies. Beyond strengthening its local presence, the company envisions taking well-loved Filipino products like KERATINplus into broader international markets across Asia, the Middle East, and Africa, where it already maintains a robust presence across dozens of countries.
Dick Sy Ong, Founder and President of S Brands, said: “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. 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.”
Leadership from both organizations views the transition as a powerful union of shared values and strategic growth. S Brands benefits from the global scale, supply chain capabilities, and research firepower of a major international enterprise, while Wipro gains access to a broader consumer base and a diverse suite of top-performing local brands. The transition will focus on sustaining brand equity, creating long-term value for consumers, and expanding product accessibility nationwide and beyond.