Wipro Consumer Care International (WCCI), the FMCG division of India’s Wipro Enterprises, today (July 21, 2026) announced it signed a definitive agreement to acquire 100 percent of S Brands Consumer Care Inc. (S Brands), a leading personal care company in the Philippines, marking its second strategic acquisition of health and beauty brands in the Philippines for the global markets.
S Brands is a well-established player in the Philippine personal care market. Its portfolio includes trusted and category leading brands such as KERATINplus, the country’s No. 1 hair treatment brand; AlcoPlus, one of the most trusted hygiene brands; DeoPlus, a fast-growing leader in powder deodorants; Empress, an emerging hair care brand; Grips, a leading men’s grooming line; and Fiona Cologne, a leading teens’ fragrance brand.
Together, these brands have built strong consumer loyalty and hold leading positions in their respective categories.
Nagender Arya, WCCI President East Asia & COO, said: “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. It also reflects our continued focus on investing in high-growth emerging markets.”
He cited the Philippines as its fourth-largest personal care market in Southeast Asia, with a young and growing consumer base. It offers significant opportunities across hair care, skin care, fragrance, and hygiene.
Arya also cited the strong potential to take S Brands products into new international markets. Originally engaged in cooking oil business in India, Wipro Consumer Care has grown to 37 brands being marketed in over 60 countries and 20 manufacturing facilities.
Wipro Consumer Care is one of the fastest-growing FMCG businesses with annual global revenues exceeding USD1.2 billion of which 51 percent are generated outside India. Wipro has allotted USD1.1 billion for brand acquisition. S Brands is its 16th acquisition, so far.
For his part, Dick Sy Ong, Founder and President of S Brands, said: “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. And with their proven R&D and innovation, we can give even more to our customers. Wipro is big, yet I see their leadership team is still grounded. They have the heart and concern for what they do, and it’s in their culture to give back to communities. We believe in the same thing. “
Amit Kumar Dawn, Incoming Chief Executive of S Brands, shared: “This acquisition strengthens our position in the Philippines and opens up new opportunities for growth.”
