Wipro Consumer Care acquires Philippine personal care firm S Brands

Wipro Consumer Care International agreed to acquire all shares of Philippine personal care company S Brands Consumer Care Inc.

The deal is Wipro's 16th strategic acquisition globally and second in the Philippines, following its 2019 acquisition of Splash Corporation.

S Brands owns personal care brands including KERATINplus, AlcoPlus, DeoPlus, Empress, and Fiona Cologne, with KERATINplus holding 45% of the Philippine hair-treatment market.

The acquisition will make the Philippines Wipro's third market outside India to generate annual revenue above Rs 1,000 crore, and will broaden Wipro's distribution through S Brands' network of over 500,000 sari-sari stores.

Combining S Brands' AlcoPlus with Wipro's Hygienix is expected to give the business an 18% share of the Philippine rubbing-alcohol market, placing it third in the category.