Barentz appoints Phia Shuan Heng as head of personal & home care Southern Asia
This is part of an update to its APAC leadership structure aimed at strengthening regional capabilities and bringing market insight and principal support closer to local teams and customers.
ASIA – Barentz has appointed Phia Shuan Heng as Head of Personal & Home Care for Southeast Asia, effective 21 September 2026.
Based in Singapore, Phia will leverage more than a decade of regional sales and business development experience in the chemicals and personal care sectors to help connect Barentz’s local teams more closely across Asia‑Pacific and support faster, more coordinated responses to market opportunities.
Her background includes senior regional sales and business management roles covering active ingredients, silicones, oils and colorants for personal and home care across ASEAN, with experience managing distributor networks, key customer accounts and providing preliminary technical support to formulators in the region.
Alongside this, Rushina Dudhwala is set to take on an expanded role while continuing to lead Personal & Home Care in India, adding broader principal management duties to her existing responsibilities to build stronger, more coordinated relationships with key principals across the region.
Valerie Lepoultel, Global VP Personal & Home Care at Barentz, stated, “These changes reflect our ambition to build a more connected and agile Personal & Home Care organization in APAC.”
“By combining regional expertise with strong local leadership, we can better support our teams, deepen principal relationships and continue developing solutions that respond to evolving customer needs.”
In her new role, she will work alongside Rushina Dudhwala in India and broader principal management coverage to deepen relationships with key suppliers and accelerate solution development for customers in Southeast Asia and the wider APAC market.
The appointment comes shortly after Barentz recently appointed Cagdas Cagri Vice President of Performance Materials for the Europe, Middle East and Africa (EMEA) region, strengthening leadership in its specialty ingredients distribution business.
In addition, Cagri will continue to serve as Managing Director and Country Manager for Barentz Türkiye.
In his expanded capacity, he will oversee the division’s growth strategy, customer and principal relationships, and technical service offerings throughout the region, while maintaining his country-level responsibilities in Türkiye.
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