Global fast-moving consumer goods (FMCG) company Wipro Consumer Care International (WCCI) has officially acquired S Brands Consumer Care Inc., marking another major investment in the Philippines and paving the way for several homegrown personal care brands to expand into international markets.
The acquisition was formally announced during a media conference held at Shangri-La The Fort Manila, where executives from both companies outlined their shared vision of strengthening the presence of Filipino brands across Southeast Asia, India, the Middle East, Africa, and other global markets.
Among those present at the milestone event was Dimples Romana, one of S Brands’ celebrity ambassadors, who joined company officials in celebrating the partnership. Actress Maja Salvador also serves as one of the company’s brand ambassadors.
The acquisition brings several well-known Filipino brands into Wipro’s expanding portfolio, including KERATINplus, the country’s leading hair treatment brand; AlcoPlus, a trusted hygiene brand; DeoPlus, a fast-growing powder deodorant brand; Empress hair care; Grips men’s grooming products; and Fiona Cologne, a popular fragrance line for teens.
According to Nagender Arya, President East Asia and Chief Operating Officer of Wipro Consumer Care International, the acquisition represents the company’s 16th strategic acquisition globally and its second investment in the Philippines, following the purchase of Splash Corporation in 2019.
Arya noted that the Philippines remains one of Southeast Asia’s most promising personal care markets because of its young and expanding consumer base. He added that Wipro sees significant opportunities not only in hair care, skincare, fragrance, and hygiene products, but also in bringing Filipino brands such as KERATINplus to consumers around the world.
For S Brands Founder and President Dick Sy Ong, the partnership marks an important step toward reaching more customers beyond the Philippine market. He said Wipro’s extensive global network, research and development capabilities, and commitment to innovation will help accelerate the company’s growth while preserving the values that have guided the business from the beginning.
Incoming S Brands Chief Executive Amit Kumar Dawn likewise expressed optimism about the acquisition, saying it strengthens the company’s position in the Philippines while creating new opportunities to expand its product portfolio, improve operational efficiency, and build stronger brands with long-term value.
With operations spanning more than 60 markets across Asia, the Middle East, and Africa, Wipro Consumer Care International aims to leverage its global distribution network to introduce more Philippine-made products to international consumers.
