The deal marks Wipro’s second acquisition in the Philippines and pushes the country past ₹1,000 crore in annual revenue for the company
Wipro Consumer Care International is set to acquire S Brands Consumer Care Inc, a personal care company based in the Philippines, thereby expanding its presence in Southeast Asia. The financial terms of the deal are yet to be disclosed by both parties. Subject to closing conditions, the transaction is expected to be completed by August 2026.
This isn’t Wipro’s first acquisition in the Philippines, it picked up Splash Corporation back in 2019. This latest purchase is its 16th acquisition worldwide, and it turns the Philippines into just the third market outside India (after Malaysia and China) where the company crosses ₹ 1,000 crore in annual revenue.
What’s in the Bag
S Brands brings along a handful of well-known names like KERATINplus, AlcoPlus, DeoPlus, Empress and Fiona Cologne. KERATINplus alone reportedly holds around 45% of the Philippine hair-treatment market, and pairing it with Wipro’s own Vitress brand gives the company a foothold in both leave-on and wash-off conditioning products.
“This acquisition is an important milestone in our journey to become one of Southeast Asia’s leading personal care companies,” said Kumar Chander, who heads Wipro Consumer Care & Lighting.
Reaching Into the Sari-Sari Stores
One thing that stands out here: S Brands sells through more than 500,000 sari-sari stores, the small neighbourhood shops that a huge chunk of Filipino retail runs through. That gives Wipro a way into markets its existing Splash business hasn’t fully tapped, beyond the usual modern retail channels.
S Brands founder Dick Sy Ong said he sees Wipro’s scale and R&D muscle as the next step for his brands to reach more people, more markets.
