Karo care acquires dermatologist-approved E45 brand from Reckitt Benckiser for £200m, enters Nigerian market

Karo Healthcare, a Swedish Healthcare company, has announced its acquisition of the 70 year old dermatologist-approved skincare brand, E45 from Reckitt Benckiser. Known for its effective and clinically proven formulations, this acquisition marks a significant milestone for Karo Healthcare, as it solidifies the company’s commitment to offering top-tier skincare solutions to consumers worldwide.

As part of the strategic aims of this acquisition, Karo Healthcare has enlisted Ekulo International as its sole distributor to ensure the availability of genuine E45 products in Nigeria. This strategic partnership underscores Karo Healthcare’s dedication to authenticity and quality, promising consumers access to dermatologist-approved skincare solutions that prioritize skin health and well-being for consumers of all ages, skin complexions and genders.

Mr. Michael Smeets, the Head of Global Business Development at Karo, emphasized the significance of this collaboration in combating counterfeit products making sure Nigerians have access to top-tier skincare solutions that enjoy global acclaim and trust. He said in a statement “If the E45 product does not have the Karo name and address printed on the back, it should be deemed counterfeit”.