DKSH Singapore expands its successful Malaysia partnership with Unicharm to Singapore, broadening the distribution of market-leading baby, feminine, and adult care brands across multiple channels, enhancing accessibility to essential everyday products.
Singapore, May 28, 2025 – DKSH Business Unit Consumer Goods, a leading partner for companies seeking to grow their consumer goods business in Asia and beyond, is pleased to announce its new strategic partnership with Unicharm Singapore, a global leader in hygiene and personal care products. This collaboration reinforces DKSH’s commitment to delivering high-quality everyday essentials across a broader personal care portfolio in Singapore, responding to growing consumer demand for trusted hygiene solutions.
Under this agreement, DKSH will provide full Market Expansion Services for Unicharm’s flagship brands, including Mamypoko, Pet Pet, Moony, Sofy, Silcot, Certainty, and Lifree. These brands span the baby care, wellness care, and feminine care categories, offering trusted solutions for every stage of life, from infancy to adulthood.
Through its established omni-channel network, DKSH will support Unicharm’s product availability across modern trade, western pharmacies, convenience stores, selected general and institutional trade, as well as e-commerce fulfilment. The partnership leverages DKSH’s deep market knowledge, strong in-store execution, and data-driven sales strategies to further enhance Unicharm’s visibility and accessibility in Singapore, creating meaningful consumer experiences across multiple touchpoints.
Eiji Yoshida, Managing Director, Unicharm Malaysia & Singapore, commented: “Partnering with DKSH marks a significant step in deepening our reach across Singapore. With DKSH’s extensive sales team structure, capillary distribution, and in-store excellence supported by insights, we are confident in driving growth and elevating the daily lives of our consumers”.
Adrian Kang, Vice President, Fast Moving Consumer Goods, DKSH Singapore, added: “We are proud to represent Unicharm in Singapore. This partnership strengthens our personal care portfolio and reflects our commitment to delivering quality products that enrich daily life. Backed by our omni-channel reach and strong retail relationships, we are focused on delivering exceptional in-store execution with Singapore’s top retailers - getting products into consumers’ baskets quickly and efficiently to build lasting brand success for our partners."
This strategic expansion builds on a successful long-term partnership between the two companies in Malaysia since 2008, highlighting a shared commitment to quality, innovation, and proven market success across the region. By expanding Unicharm's trusted personal care brands in Singapore, DKSH continues to fulfill its purpose of enriching lives through access to essential, high-quality products that support health, hygiene, and comfort at every life stage.
About Unicharm
Headquartered in Japan, Unicharm is a global leader in baby, feminine, and wellness care products. Its brands include Mamypoko, Pet Pet, Moony, Sofy, Silcot, Certainty, and Lifree. Driven by a purpose to support people through life’s many stages, Unicharm delivers innovative hygiene solutions to over 80 countries and regions worldwide. Its corporate philosophy, “NOLA & DOLA,” and brand essence, “Love Your Possibilities,” reflect its mission to empower lives with care, compassion, and possibility. www.unicharm.co.jp/en
About DKSH
For 160 years, DKSH has been delivering growth for companies in Asia and beyond across its Business Units Healthcare, Consumer Goods, Performance Materials, and Technology. As a leading Market Expansion Services provider, DKSH offers sourcing, market insights, marketing and sales, eCommerce, distribution and logistics as well as after-sales services, following its purpose of enriching people’s lives. DKSH is a participant of the United Nations Global Compact and adheres to its principles-based approach to responsible business. Listed on the SIX Swiss Exchange, DKSH operates in 36 markets with 28,060 specialists, generating net sales of CHF 11.1 billion in 2024. DKSH Business Unit Consumer Goods focuses on fast moving consumer goods, food services, luxury and lifestyle products as well as hair and skin cosmetics. With 14,250 specialists, the Business Unit generated net sales of CHF 3.4 billion in 2024. www.dksh.com/cg