What Wipro’s Acquisition of S Brands Means for the Filipino Brands We Use Every Day

KERATIN!

That single word, made famous by actress Maja Salvador, helped turn KERATINplus into one of the Philippines’ most recognizable hair care brands. Years after the viral campaign became part of pop culture, the homegrown brand is preparing for an even bigger stage.

With Wipro Consumer Care International signing a definitive agreement to acquire S Brands Consumer Care Inc., KERATINplus is set to become part of a global portfolio, opening a new chapter for one of the country’s best-known personal care brands.

Walk through any supermarket, drugstore, or neighborhood convenience store and you’ll probably come across at least one of them. Whether it’s KERATINplus for hair care, AlcoPlus for hygiene, DeoPlus for everyday freshness, or Fiona Cologne, these are brands that have quietly become part of the daily routines of many Filipino families.

Now, the company behind those familiar names is preparing for its next chapter.

Wipro Consumer Care International (WCCI), the FMCG division of Wipro Enterprises, has signed a definitive agreement to acquire 100 percent of S Brands Consumer Care Inc., one of the Philippines’ leading personal care companies. The transaction marks Wipro Consumer Care International’s second strategic acquisition in the country following its acquisition of Splash Corporation in 2019.

While acquisitions are often viewed through a business lens, this one is also a reminder of how Filipino personal care brands continue to earn recognition beyond the local market. Built on years of consumer trust, S Brands has developed a portfolio that spans hair care, hygiene, grooming, and fragrance—categories that have become everyday essentials for millions of Filipinos.

Its lineup includes KERATINplus, the country’s No. 1 hair treatment brand; AlcoPlus, one of the Philippines’ most trusted hygiene brands; DeoPlus, a fast-growing leader in powder deodorants; Empress hair care; Grips men’s grooming products; and Fiona Cologne, a leading fragrance brand for teens. Together, these brands have built strong consumer loyalty and hold leading positions in their respective categories.

For Wipro, the acquisition reflects its continued commitment to the Philippine market and its broader growth strategy across Southeast Asia.

“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,” said Nagender Arya, President East Asia and Chief Operating Officer of Wipro Consumer Care International.

Arya also underscored why the Philippines remains an important market for the company.

“The Philippines is the 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. We also see strong potential to take KERATINplus and other S Brands products into new international markets.”

For Dick Sy Ong, Founder and President of S Brands, the acquisition represents an opportunity to continue building on what the company has achieved over the years while expanding its reach.

“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.”

Incoming Chief Executive Amit Kumar Dawn said the acquisition creates new opportunities for growth while strengthening the company’s position in the Philippines.

“This acquisition strengthens our position in the Philippines and opens up new opportunities for growth. KERATINplus is the market-leading hair treatment brand with strong consumer loyalty, an extensive distribution network, and excellent brand equity. The addition of S Brands further strengthens the Group’s overall portfolio in the Philippines, providing an even stronger platform to accelerate growth, build stronger brands, improve operational efficiencies, and create long-term value.”

Beyond the announcement itself, the acquisition reflects the continued evolution of the Philippine personal care industry. Local brands have grown from household names into businesses capable of attracting the attention of global consumer goods companies, thanks to years of building consumer confidence and strong brand identities.

Wipro Consumer Care International is the international arm of Wipro Consumer Care, one of the world’s fastest-growing FMCG businesses with annual revenues exceeding US$1.2 billion. Today, it has a presence across 18 countries, markets more than 37 brands in over 60 countries, and is supported by 17 manufacturing facilities and 11 research and development centers.

For consumers, the brands they know and trust remain the same. What changes is the story behind them. As the Philippine personal care industry continues to evolve, the acquisition of S Brands marks another milestone that places homegrown brands alongside a global portfolio while opening new possibilities for their future growth.