Unilever to divest Home Care business in Colombia and Ecuador to Alicorp
This acquisition boosts Alicorp’s portfolio in mass-market laundry essentials.
PERU – Unilever has agreed to sell its Home Care business in Colombia and Ecuador to Peruvian consumer goods company Alicorp.
The transaction covers Unilever’s established Home Care operations in these two South American markets, focusing on laundry products with deep consumer loyalty.
Financial details remain undisclosed, and the deal awaits regulatory approvals and standard closing conditions. Announced on January 28, 2026, it reflects Unilever’s strategic portfolio refinement amid regional shifts.
Reginaldo Ecclissato, President of Unilever’s 1Unilever Markets, stated, “These brands have a long-standing heritage and play a meaningful role in the daily lives of consumers across Colombia and Ecuador.”
“While this was a thoughtful decision, it aligns with our ambition to sharpen our portfolio and focus on the categories where we can lead, innovate, and grow sustainably.”
He added, “Alicorp is a respected regional player with strong capabilities in Home Care, and we are confident that under their stewardship these brands and operations will continue to thrive.”
Unilever aims to prioritize categories for leadership, innovation, and sustainable growth, and to divest non-core assets like these.
Unilever’s Home Care business in Colombia and Ecuador offered a portfolio of well‑established cleaning and laundry brands, including Fab, 3D, Aromatel, and Deja.
These products covered laundry detergents, fabric conditioners, and household cleaning solutions that were staples in many homes across both countries.
Alicorp, a regional powerhouse in Home Care with prior Unilever collaborations in Peru, stands ready to nurture the brands forward.
Alicorp, a leading Peruvian firm, dominates the laundry market in Peru, Ecuador, and Colombia with brands such as Bolívar and Opal.
Its expansion history includes the acquisition of detergent plants from Unilever in 2005 and operations in both countries since 2006-2007.
The home care products market in Peru is valued at USD 947 million in 2025 and is projected to grow steadily to about USD 1.27 billion by 2030, with a compound annual growth rate (CAGR) of 5–6%, according to a report by StrategyHelix Group.
Rising urbanization, shifting consumer behavior, and demand for affordable yet effective cleaning solutions are driving this growth.
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