Treet Corporation Expands Into Personal Care Market

Treet Corporation Limited has announced its strategic entry into Pakistan’s personal care and grooming market, unveiling plans to launch two new proprietary brands, Genesis and Estela, aimed at men and women, respectively. In a notice to the Pakistan Stock Exchange on Wednesday, the company said its board has approved the expansion as part of a broader push to diversify its product portfolio and capture a larger share of the fast-growing personal care segment. The new brands will offer a range of shaving, grooming, and personal care products, including multi-blade and disposable razors, premium double-edge blades, shaving gels and foams, deodorants, and other grooming essentials. Treet, which has over 70 years of manufacturing experience, said the new products are being developed in-house and will focus on quality, comfort, and style for modern consumers. The company has secured trademark registrations for both Genesis and Estela, covering their logos and packaging. A soft launch is planned in the coming weeks, with a full-scale marketing campaign across digital, retail, and print channels in key urban centers. The grand launch event for the complete product range is scheduled for January 1, 2026. Treet expects its established distribution network and brand equity to support the success of the new brands, further strengthening its consumer product portfolio and revenue streams.