Wipro Consumer Care acquires Philippines based S Brands

MUMBAI: Wipro is brushing up its Southeast Asia ambitions, one beauty brand at a time. The company’s consumer care arm has signed a definitive agreement to acquire 100 per cent of Philippines-based S Brands Consumer Care Inc., strengthening its presence in one of the region’s fastest-growing personal care markets.

The acquisition marks Wipro Consumer Care International’s (WCCI) 16th strategic acquisition globally and its second in the Philippines, underscoring the company’s expansion strategy through established local brands.

S Brands owns a portfolio of personal care labels including KERATINplus, AlcoPlus, DeoPlus, Empress and Fiona Cologne. According to the company, KERATINplus is the leading hair treatment brand in the Philippines, while AlcoPlus and DeoPlus hold strong positions in their respective product categories.

With the latest acquisition, the Philippines becomes Wipro Consumer Care’s third market outside India to generate revenues of more than Rs 1,000 crore, highlighting the country’s growing importance within the company’s international business.

Commenting on the deal, Wipro Consumer Care & Lighting CEO and Wipro Enterprises, managing director Kumar Chander said the acquisition supports the company’s ambition to become one of Southeast Asia’s leading personal care businesses. He added that S Brands’ portfolio complements Wipro’s existing regional presence while strengthening its position in key growth markets.

Dick Sy Ong, Founder and President of S Brands, said the partnership would enable the company to expand into new markets while benefiting from Wipro’s research, development and innovation capabilities. He also said the two companies shared similar values and a common commitment to community development.

Wipro Consumer Care International president and COO Nagender Arya said S Brands, together with Splash, would further strengthen the company’s presence in the Philippines, creating opportunities to expand distribution, deepen market reach and scale its personal care business.

Meanwhile Wipro Enterprises CFO Anita B. Zutshi described the acquisition as a strong strategic fit, citing S Brands’ market leadership and growth potential. She said the deal reflects Wipro’s disciplined capital allocation strategy and continued focus on investing in high-growth consumer businesses.

The acquisition adds another chapter to Wipro Consumer Care’s acquisition-led international expansion strategy, as the company continues to build its portfolio through established regional brands in fast-growing consumer markets across Asia.