MANILA, Philippines — Wipro Consumer Care International (WCCI), the FMCG arm of Wipro Enterprises, has signed a definitive agreement to acquire 100% of the shareholding in S Brands Consumer Care Inc. (S Brands), a prominent personal care company in the Philippines.
Yardley India & Chief presidential Operating Officer, Wipro Consumer Care International), MR. DICK SY ONG President (S Brands Consumer Care Inc.), MS. SHARON YU ONG (Director of Corporate Communications, S Brands Consumer Care Inc.) MR. TEODERICO JIMENEZ (NCS Sales Manager, S Brands Consumer Care Inc.), MR.ROMEL HIPOLITO (National Sales Manager, S Brands Consumer Care Inc.), MS. ROSARIO AQUINO (Purchasing Manager, S Brands Consumer Care Inc.)
This marks Wipro’s second strategic acquisition in the Philippine market following its acquisition of Splash Corporation in 2019, which brought iconic local heritage brands like SkinWhite, Maxi-Peel, and Vitress into its portfolio. The move further solidifies Wipro’s personal care presence and leadership across Southeast Asia.
Expanding Personal Care Leadership Across Southeast Asia
S Brands maintains a established position in the Philippine consumer market with a diverse lineup of popular home and personal care products:
- KERATINplus: The country’s No. 1 hair treatment brand
- AlcoPlus: A widely trusted hygiene brand
- DeoPlus: A fast-growing category leader in powder deodorants
- Empress: An emerging hair care brand
- Grips: A leading men’s grooming line
- Fiona Cologne: A trusted fragrance brand for teens
With an active footprint across more than 60 markets—including key regions in India, Malaysia, Vietnam, South China, and the Philippines—Wipro continues to accelerate its growth across emerging Asian economies.
Executive Perspectives on the Acquisition
Nagender Arya, President of East Asia & COO at Wipro Consumer Care International, highlighted the strategic importance of the transaction:
“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. The Philippines is the fourth-largest personal care market in Southeast Asia, with a young and growing consumer base. We also see strong potential to take KERATINplus and other S Brands products into new international markets.”
Dick Sy Ong, Founder and President of S Brands, expressed enthusiasm for the brand’s next chapter:
“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 their proven R&D and innovation, we can give even more to our customers. Wipro’s leadership team remains grounded with a genuine heart for communities, matching our own core values.”
Amit Kumar Dawn, Incoming Chief Executive of S Brands, added:
“This acquisition strengthens our position in the Philippines and opens up new opportunities for growth. The addition of S Brands further strengthens the Group’s overall portfolio, providing an even stronger platform to accelerate growth, improve operational efficiencies, and create long-term value.”
About Wipro Consumer Care International
Wipro Consumer Care International generates annual global revenues exceeding USD 1.2 billion across 18 countries, marketing over 37 leading brands across 60+ countries. Backed by 17 manufacturing facilities and 11 R&D centers globally, Wipro continues to expand its international presence through consumer-led innovation and a disciplined acquisition strategy.
