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Marico To Acquire Vietnamese Personal Care Brands ‘Purité de Prôvence’,’Ôliv’ For Rs 172 Cr

The transaction will expand Marico’s presence in the female personal care segment in Vietnam

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Marico South East Asia Corporation (MSEA), a wholly owned subsidiary of Marico Limited, has entered into a definitive agreement to acquire 100 per cent shares of Beauty X Joint Stock Company (Beauty X), an entity incorporated in Vietnam which owns the personal care brands “Purité de Prôvence” and “Ôliv”.

The cost of acquisition at which the shares will be acquired is Vietnamese Dong (VND) 493 billion (Rs 172Cr., based on conversion rate as on December 9, 2022)

Upon completion of the acquisition as aforesaid, Beauty X will become a subsidiary of MSEA and consequently a subsidiary of Marico Limited as well.  

The transaction will expand Marico’s presence in the female personal care segment in Vietnam, with an offering of a range of premium and differentiated hair care and skin care products, while also realising various operational synergies.  

Beauty X is an SPV incorporated in Ho Chi Minh City, Vietnam in July 2022, which owns the personal care brands Purité de Prôvence and Ôliv having a range of premium and differentiated hair care and skin care products.


In a statement, Saugata Gupta, MD and CEO, Marico Limited, said, “The addition of Purité de Prôvence and Ôliv presents an opportunity to significantly expand our play in female beauty and personal care category and therefore increase our total addressable market in a high growth country like Vietnam. Both brands have established a distinct natural proposition and scaled up profitably in a rather short span of time. We are buoyant about the medium-term prospects of beauty and personal care category in Vietnam and expect to further stepup growth and profitability through investing in brand building and leveraging various operational synergies with our existing portfolio over the next few years.”



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