LAHORE — Treet Corporation Limited has announced its strategic expansion into the personal care market with the launch of two proprietary brands, “Genesis” and “Estela,” aimed at men and women respectively, according to a notice submitted to the Pakistan Stock Exchange (PSX) on Wednesday.
The decision was approved by the company’s Board of Directors through a circular resolution dated October 8, 2025. The initiative marks a new phase in Treet’s diversification strategy, leveraging its decades-long expertise in manufacturing and brand development.
Under the new venture, Treet will roll out a complete portfolio of shaving, grooming, and personal care products. The range will include 1–5 blade system and disposable razors, premium double-edge blades, shaving foams and gels, deodorants, and other grooming essentials for both genders.
The company stated that all products under Genesis and Estela are being developed in-house by its Innovation Department. Both brands are positioned to meet modern consumer expectations of quality, comfort, and style, while maintaining affordability across domestic and international markets.
Treet, which has been in operation for over 70 years, said this expansion builds on its manufacturing strength, market reach, and established brand equity. The move is expected to help the company capture a larger share of the rapidly growing personal care and grooming category in Pakistan and abroad.
Trademark registrations for both Genesis and Estela, including their logos, packaging, and design elements, have been successfully secured, granting Treet full proprietary and intellectual property protection.
A soft launch of both brands will take place in the coming weeks, followed by a nationwide digital, retail, and print marketing campaign targeting major urban centers. The grand launch for the complete Genesis and Estela product lines is scheduled for January 1, 2026.
According to the company, this initiative is part of its broader strategy to strengthen its consumer products portfolio, diversify revenue streams, and drive innovation-led growth. Treet’s extensive distribution network and integrated supply chain are expected to support the rollout and commercial success of the new product segment.
The announcement could not have come at a better time for Treet, as it comes in the week following the departure of market leader P&G Pakistan. With its millennia of experience in personal care and shaving products, Treet is set to grab market share by both hands with the onset of improved and differently branded products.
