• Thursday, June 13, 2024
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BusinessDay

Karo Healthcare acquires E45 Skincare Brand from Reckitt Benckiser, Partners with New distributor in Nigeria

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In a strategic move aimed at bolstering its position in the skincare market, Swedish healthcare company Karo Healthcare finalized the acquisition of the esteemed heritage skincare brand E45 in 2022, sealing the deal for £200m.

This acquisition serves as a pivotal step for Karo Healthcare, signaling its intent to fortify its market presence, particularly in key regions such as the UK, South Africa, Nigeria, and Spain, within the realm of skin health.

Building upon this foundation, Karo Healthcare further solidified its commitment to authenticity and consumer trust by forging a strategic partnership with Ekulo International in Q4 of 2023. Under this alliance, Ekulo International assumes the role of the exclusive distributor of E45 products in the Nigerian market.

Mr. Michael Smeets, Head of Global Business Development at Karo, emphasized the significance of this partnership in “combating counterfeit products and ensuring Nigerian consumers have unfettered access to genuine, top-tier skincare solutions that are revered and relied upon globally”.

Currently, Ekulo International is actively distributing the E45 Lotion, with plans to introduce the E45 Moisturising Cream later in the year, catering to the diverse skincare needs of Nigerian consumers.

In line with Karo Healthcare’s commitment to quality and authenticity, consumers are advised to exercise vigilance when purchasing E45 products.

Any product lacking the Karo name and address on the packaging should be approached with caution, as it may be counterfeit, compromising on the quality that has been known and trusted by families and dermatologists for over 70 years.