Wipro Expands in PH with S Brands Acquisition

Wipro Consumer Care International (WCCI) is strengthening its presence in the Philippines after signing a definitive agreement to acquire 100% of S Brands Consumer Care Inc., a move that further expands its portfolio in one of Southeast Asia’s fastest-growing personal care markets.

The acquisition marks Wipro’s second major investment in the Philippines following its purchase of Splash Corporation in 2019, adding another roster of established local brands to its growing business. S Brands brings with it a portfolio that includes KERATINplus, the country’s leading hair treatment brand, AlcoPlus, a trusted hygiene product, DeoPlus, Empress, Grips, and Fiona Cologne, all of which enjoy strong consumer recognition across different market segments.

Wipro said the acquisition aligns with its long-term strategy of strengthening its leadership in the personal care industry while expanding across high-growth emerging markets. The company currently operates in more than 60 countries across Asia, the Middle East, and Africa, with key operations in India, Malaysia, Vietnam, South China, and the Philippines.

Nagender Arya, President – East Asia and Chief Operating Officer of Wipro Consumer Care International, described the deal as the company’s 16th strategic acquisition, reflecting its continued confidence in the Philippine market. He noted that the country remains one of Southeast Asia’s largest personal care markets, supported by a young consumer base and increasing demand for products in the hair care, skin care, fragrance, and hygiene categories. He also said Wipro sees opportunities to introduce KERATINplus and other S Brands products to more international markets.

S Brands Founder and President Dick Sy Ong welcomed the partnership, saying the company is ready to expand its reach and believes Wipro’s global network, research capabilities, and innovation expertise will help accelerate its growth. He added that both companies share similar values, particularly their commitment to customers and community development.

Incoming S Brands Chief Executive Amit Kumar Dawn said the acquisition will strengthen the company’s position in the Philippine market while creating opportunities to improve operational efficiency, expand brand presence, and accelerate long-term growth. He added that the strong consumer loyalty and extensive distribution network of KERATINplus, together with the broader S Brands portfolio, will provide a solid foundation for future expansion under Wipro’s leadership.