Alicorp signed agreements on 28 January 2026 to acquire Unilever's home-care business in Colombia and Ecuador, a deal that shifts 100% of the relevant assets of Unilever Andina Colombia and Unilever Andina Ecuador into Alicorp Colombia and Alicorp Ecuador.
Who Owns the Brands
The portfolio includes Fab, 3D, Aromatel and Deja, names that have sat inside Unilever's regional portfolio for more than 60 years. Now those brands, along with the associated teams and operations, are set to move under Alicorp's control if the deal clears the remaining hurdles. The companies did not disclose the price. Neither did Unilever.
Alicorp, Peru's largest consumer-goods company and part of Grupo Romero, filed the transaction as a material event with Peru's securities regulator, the SMV. That filing is one of the few public traces of a deal that will reshape who controls familiar cleaning products across Colombia and Ecuador while the money behind it stays hidden from public view.
Unilever's Reginaldo Ecclissato framed the sale as a deliberate choice, saying the decision was consistent with the company's ambition to grow in strategic categories. He also said the brands were expected to keep prospering under Alicorp. The language is polished. The ownership transfer is blunt.
What People Get, What They Don't
The transaction transfers the business itself, but not any public accounting of what Alicorp paid for it. The advisory firm Inverlink, whose consumer and retail lead Enrique Vargas worked on the mandate, described the deal as strategically significant. Strategic for whom is obvious enough. For the people who buy the products, the only certainty is that another corporate hand now reaches deeper into daily life.
Alicorp already operates across seven Latin American countries with more than 150 owned brands spanning foods, personal and home care, business-to-business solutions and aquaculture. In Ecuador, it already sells AlaCena, Don Vittorio and Sapolio. In Colombia, it has separately moved to acquire the Rama margarine brand. The company is not entering from the outside. It is expanding an existing web of ownership, one brand at a time.
The deal still needs approval from Colombia's Superintendencia de Industria y Comercio and Ecuador's Superintendencia de Competencia Económica. Company statements said approvals were being sought through the first quarter of 2026, and completion remains subject to customary conditions precedent. Until regulators sign off, Unilever continues to run the business day to day. The state apparatus gets the final stamp, but the corporate consolidation is already in motion.
The Quiet Transfer of Control
Unilever keeps brands including Dove, Rexona, Knorr and Hellmann's in the region, even as it trims exposure to specific Andean categories. The report said the move reinforces Alicorp's role as one of Peru's most acquisitive consumer names and shifts ownership of familiar cleaning brands from Europe to Lima.
That shift matters because it shows how power moves without much noise. A multinational steps back from one set of markets. A regional giant steps in. The workers, the teams and the operations move with the assets, while the public gets a corporate statement, a regulator filing and no price tag.
The transaction fits a broader pattern in which global consumer majors trim exposure to specific Andean categories while regional champions expand. The language of strategy covers the same old arrangement: ownership concentrated at the top, decisions made far from the people who use the products, and approval left to regulators who can only bless what the companies have already negotiated.
For now, Unilever still runs the business day to day. After that, Alicorp takes over the brands, the teams and the operations, and the public is left to watch another familiar piece of everyday life get handed from one corporate empire to another.