Wipro Consumer Care Acquires Philippine Personal Care Firm S Brands
Wipro Consumer Care has agreed to acquire 100% of Philippine personal care company S Brands, its 16th global acquisition, adding hair care, hygiene and fragrance brands to its Southeast Asia portfolio.
Wipro Consumer Care International (WCCI), the FMCG division of Wipro Enterprises, has signed a definitive agreement to acquire a 100% stake in S Brands Consumer Care Inc., one of the Philippines' leading personal care companies. The deal marks WCCI's 16th global strategic acquisition and its second in the Philippines, following its 2019 acquisition of Splash Corporation.
S Brands brings a portfolio of established personal care brands to Wipro, including KERATINplus, described as the Philippines' leading hair treatment brand, AlcoPlus, a prominent hygiene brand, DeoPlus, a fast-growing powder deodorant brand, Empress, an emerging hair care brand, and Fiona Cologne, a fragrance brand aimed at teenagers. The acquisition adds category depth to Wipro's existing Philippine business, built around its earlier Splash Corporation deal, which included brands such as SkinWhite, Maxi-Peel and Vitress.
Nagender Arya, President East Asia and COO of Wipro Consumer Care International, said the acquisition is an important milestone in the company's ambition to become one of Asia's leading personal care companies, describing it as a reflection of Wipro's long-term commitment to the Philippines and its continued focus on investing in high-growth emerging markets. The deal reinforces WCCI's position as a repeat acquirer in Southeast Asia's personal care sector, rather than a company building solely through organic product development.
The acquisition illustrates a broader strategy among personal care conglomerates of consolidating fragmented, locally established brands in emerging Southeast Asian markets rather than attempting to displace them with imported global brands. For Wipro, the deal deepens its presence in a market it has now invested in twice in under a decade, while for S Brands, the transaction offers access to WCCI's broader regional distribution infrastructure. The move adds to a pattern of consolidation across the region's personal care and hygiene segment, where category leadership is increasingly built through acquisition rather than greenfield brand launches.
Source: PR Newswire, "Wipro Consumer Care Strengthens FMCG Leading Position in APAC Market with the Acquisition of S Brands," July 30, 2026.
Last updated 01 Oct 2026, 08:04
About the author
Narin Vattanakul
Senior Correspondent, Southeast Asia
Narin covers food, beverage, consumer goods and retail across Southeast Asia from Bangkok, with a focus on modern trade, brands and evolving consumer demand.
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