Karo Acquires E45 Brand from Reckitt, Expands Presence with Exclusive Partnership in Nigeria

Summary

- Dermatologist approved, family friendly skincare brand acquired for £200m, making it Karo Healthcare’s biggest investment till date

- Ekulo International, distributor of household goods such as Titus sardine, enlisted as exclusive distributor in Nigeria

- Encourages consumers to be weary of possible counterfeits, asks them to check on bottle for Karo name and address

Swedish healthcare company Karo Healthcare completed the acquisition of the heritage skincare brand E45 from Reckitt Benckiser for 200m. E45, known for its effective and gentle skincare formulations, has garnered trust and recognition from families around the globe, owing to its suitability for all ages and skin types. This acquisition signifies Karo Healthcare's proactive initiative to bolster its market position in the realm of skin health, with a specific focus on expanding its reach in key markets such as the UK, South Africa, Nigeria, and Spain.

Owing to its commitment to consumer trust, Karo Healthcare has forged a groundbreaking partnership with trusted Nigerian company, Ekulo International Limited. Under this partnership, Ekulo International assumes the exclusive role of distributing E45 products in the Nigerian market. Mr. Michael Smeets, the Head of Global Business Development at Karo, emphasized the significance of this collaboration in combating counterfeit products and ensuring Nigerian consumers have uninterrupted access to genuine, top-tier skincare solutions that enjoy global acclaim and trust.

Currently, Ekulo International is actively distributing the popular Moisturizing Lotion, with plans underway to introduce the Moisturizing Cream later this year. Karo advises its customers to “not purchase or use any product lacking the Karo name and address on the packaging, as it may be counterfeit”.

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Source: Legit.ng