PAKISTAN
The Treet Corporation Limited has announced its strategic expansion into the personal care segment, marking a significant milestone in the company’s legacy of product innovation and diversification.
According to a statement issued by the company, the Board of Directors, through a circular resolution dated October 08, 2025, has approved the launch of two new proprietary brands — “Genesis” (for men) and “Estela” (for women). Both brands have been developed by Treet’s in-house Innovation Department and will offer a complete range of shaving, grooming, and personal care products.
The new product lines will include 1–5 blade system and disposable razors, premium double-edge blades, shaving gels and foams, deodorants, and other grooming essentials, designed to meet the modern consumer’s expectations for quality, comfort, and style.
The company stated that the introduction of Genesis and Estela marks a strategic entry into the fast-growing personal care and grooming market, leveraging Treet’s over 70 years of manufacturing excellence, brand equity, and strong market presence.
Treet has also secured trademark registrations for both brands, including their logos, get-up, and packaging designs, ensuring complete proprietary rights and brand identity protection.
A soft launch of the two brands is planned in the coming weeks, followed by a comprehensive digital, retail, and print marketing campaign across key urban centers in Pakistan. The grand launch event for the full Genesis and Estela product range is scheduled for January 1, 2026 (Thursday).
Through this initiative, Treet Corporation aims to diversify its revenue streams, strengthen its consumer product portfolio, and reinforce its commitment to innovation-driven growth. The company’s nationwide distribution network, trusted brand reputation, and integrated supply chain are expected to play a crucial role in ensuring the success of this new venture. – ER News Desk
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