UPECO

What UPECO does

UPECO is a privately held Russian FMCG (fast-moving consumer goods) company headquartered in Moscow's Skolkovo innovation centre, operating since 1995 under the current name since 2005. The company develops and manages a portfolio of 19 brands and sub-brands across 10 product categories, including insecticides (Raptor), repellents (Gardex), shoe care (Salton and its sub-brands Sport, Extreme, Professional, FeetOnly, Expert), BBQ and outdoor equipment (Forester, Soyuzgrill), air fresheners (Breesal, Deliss Auto), dietary functional foods (Racionika), household cleaning bio-products (Expel), stain removers (Salton CleanTech), and face care cosmetics (Dr. Esthetica). UPECO holds #1 market share in at least four major Russian consumer categories: insecticides, repellents, shoe care (34.3% combined share per Nielsen Scantrack 2023-2024), and barbecue equipment (23 consecutive years), supported by an in-house R&D centre, a proprietary Innoway innovation management process that has produced 343 new product launches from 2020-2023, and 39 patents in Russia for Forester grill technology.

The company operates a multichannel distribution model covering major Russian retail chains (Magnit, Lenta, Fix Price, Svetofor, Giperglobus, ZENDEN), pharmacy chains (Planeta Zdorovya, Neo-Farm), and the three largest Russian e-commerce marketplaces (OZON, Wildberries, Yandex Market), with regional representative offices in Kazakhstan (Almaty), China (Shanghai), and Ukraine (Kyiv). Manufacturing is primarily outsourced through long-standing contract manufacturing partners (Aero-Pro and Uniko, both partners since 2005), enabling a capital-light operating model. UPECO employs 251-500 staff, reports employee engagement scores of 84% (2023) and 83% (2025) versus industry benchmarks of 77% and 70%, and was ranked in the TOP-11 Russian employers in 2015 with a first-place finish in the FMCG segment. Revenue is generated through B2C sales of branded physical products at consumer-facing retail prices set by retail partners; the company is privately held with no disclosed parent, external investors, or revenue figures.

Name

UPECO

Legal name

UPECO

Website

https://upeco.ru

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

251–500 employees

Short description

UPECO is a privately held Russian FMCG company managing 19 brands across 10 categories — including #1 brands Raptor, Gardex, Salton, and Forester — distributed through major retailers, pharmacies, and e-commerce marketplaces in Russia, Kazakhstan, China, and Ukraine.

Ownership category

akta.pro rank

Product category

Consumer Packaged Goods (FMCG — Non-food Household and Personal Care)

NAICS

Soap and Cleaning Compound Manufacturing (32561), Pesticide, Fertilizer, and Other Agricultural Chemical Manufacturing (3253), Food Manufacturing (311)

SIC

Chemicals & Allied Products (2800), Food And Kindred Products (2000)

akta.pro primary industry

Foot Care (Deodorizing, Anti-chafe, Callus Care) (CRADANAK)

akta.pro secondary industries

Produce Wash & Food-Contact Surface Dish Cleaning Solutions (CRAJABAI), Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)

Keywords

• Consumer packaged goods
• Household insecticides
• Insect repellents
• Shoe care products
• Barbecue grill equipment

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. Consumer packaged goods (CPG) product sales: UPECO creates and develops consumer brands and sells physical products through retail chains, pharmacies, e-commerce marketplaces, and distributor networks. The company operates across 10 product categories with 19 brands and sub-brands, generating revenue through the sale of insecticides, shoe care, BBQ/grill equipment, air fresheners, dietary products, household chemicals, and more. Products are sold through multichannel distribution including traditional retail, modern trade, pharmacies, and online marketplaces.
2. Licensing and sub-brand extensions: UPECO extends its brands into sub-brands and licensing arrangements. Examples include Salton Expert (high-price segment), Salton Sport, Salton Professional, Salton FeetOnly, Gardex Naturin, FORESTER EXPERT, Soyuzgrill, and Deliss Auto. These sub-brands target specific consumer segments and price tiers, expanding market reach.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

UPECO is a Russian FMCG brand developer that creates, markets, and distributes a portfolio of 19 consumer brands across 10 categories — insecticides (Raptor), insect repellents (Gardex), shoe care (Salton and sub-brands), laundry and stain removal (Salton CleanTech), barbecue and outdoor equipment (Forester and sub-brands), decorative air fresheners (Breesal), dietary functional foods (Racionika), bio-based household cleaners (Expel), car air fresheners (Deliss Auto), and problem-skin cosmetics (Dr. Esthetica). Products are developed at UPECO's own R&D centre and laboratory, manufactured through contract partners, and sold to end consumers via retail chains, pharmacies, regional distributors, and e-commerce marketplaces across Russia, Kazakhstan, China, and Ukraine.

Product overview

UPECO is a Russian FMCG company (Fast-Moving Consumer Goods) with a diversified brand portfolio of 19 brands across 10 product categories. The company operates as a brand developer and portfolio manager rather than a single unified product platform. The portfolio is organized around consumer lifestyle needs: (1) Home Protection brands (Raptor for insecticides, Gardex for repellents), (2) Personal Care brands (Salton with multiple shoe care sub-brands including Sport/Extreme/Professional/FeetOnly/Expert, and Salton CleanTech for laundry), (3) Health & Nutrition (Racionika functional foods), (4) Home Fragrance (Breesal air fresheners), (5) Outdoor Living (FORESTER grills and accessories, including Soyuzgrill and DACHA sub-brands), (6) Household Cleaning (Expel bio-products), (7) Automotive (Deliss Auto), and (8) Cosmetics (Dr. Esthetica). Each brand operates independently with its own product website and market positioning, with brands like Salton, Raptor, Gardex, and FORESTER holding market leadership positions in their respective Russian categories.

Differentiator

Problem solved

Functional benefit

Brands

• Raptor (Раптор): Insecticides for home and outdoors. Market leader in Russian insecticide market for over 15 years.
• Salton
• Salton Sport
• Salton Extreme
• Salton Professional
• Salton FeetOnly
• Gardex
• Gardex Naturin
• Racionika
• Breesal
• Salton CleanTech
• Forester
• Союзгриль
• Expel
• Dr. Esthetica
• Deliss Auto

Products and services

• Salton (Shoe Care) Market-leading shoe care products and accessories in Russia, including sub-brands for sports (Salton Sport), extreme conditions (Salton Extreme), professional (Salton Professional), foot care (Salton FeetOnly), and premium (Salton Expert). Products are formulated by professional chemists in UPECO's own laboratories and tested under severe weather conditions.
• Salton CleanTech (Laundry and Stain Removal) Specialised laundry and stain-removal products with innovative formulas for superior cleaning, odour neutralisation, and fibre protection, including brush-applicator products and the NANO POWER aerosol stain remover.
• Raptor (Insecticides) Market-leading insecticides in Russia for mosquitoes, flies, cockroaches, ants, and moths, including the children's line 'Nekusayka' with updated dinosaur mascot design.
• Gardex (Insect Repellents) Leading insect repellent brand in Russia for outdoor use, providing protection from mosquitoes and ticks, with lines for extreme exposure, children, and natural essential-oil formulations.
• Racionika (Dietary Functional Foods) Functional dietary foods with natural ingredients, including Diet bars for balanced meal replacement, Protein bars for active lifestyles, Relax bars with glycine/magnesium/B6, Immuno bars with vitamins, and Sugar control bars.
• Breesal (Home Air Fresheners) Decorative air fresheners and fragrance products for home, including Breesal Aroma (with natural essential oils) and Breesal Fresh (functional odour neutralising products).
• FORESTER (Barbecue and Grill Equipment) Barbecue and outdoor cooking products including charcoal grills, smokers, grill accessories, and spices, with sub-brands FORESTER Expert (premium), Soyuzgrill (mid-price), and DACHA (basic picnic products).
• Expel (Bio-based Household Products) Innovative bio-based household products for home and garden, including bio-activators for waste management, pipe cleaners, and toilet care products.
• Deliss Auto (Car Air Fresheners) Car air fresheners with continuous innovation in technology and design, driving category leadership in the automotive fragrance segment.
• Dr. Esthetica (Problem-skin Cosmetics) Problem-skin cosmetic brand for teens and adults using active substances and plant extracts selected for skin issues, developed with Korean experts.
• Salton CleanTech NANO POWER Aerosol Stain Remover Universal stain remover in aerosol format with NANO POWER technology that delivers instant coverage across fabric surfaces with deep fibre penetration and powerful stain removal without soaking or pre-washing.

Quantifiable outcome

• Raptor became #1 in Russia's insecticide market within one year of launch in 1997 and has maintained leadership to this day (over 28 years).
• +7 more outcomes

Named customers21 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

27 partnerships are on record, tiered core and minor.

• OZONcoreChannel Partner/ Reseller/ Distributor · 19 June 2025Major Russian e-commerce marketplace serving as a primary online distribution channel for UPECO's FMCG nonfood products. The partnership is managed by OZON's FMCG nonfood department, with dedicated category management. OZON team recognises UPECO for professionalism, fast market reaction, flexibility, and quality assortment with proven effectiveness.
• WildberriescoreChannel Partner/ Reseller/ Distributor · 19 June 2025One of Russia's largest e-commerce platforms, Wildberries is a key marketplace partner for UPECO brands. In June 2025, Salton ran a major joint advertising campaign with Wildberries featuring billboards across 2,000+ surfaces in million-plus cities and a homepage banner placement. Wildberries recognises UPECO brands Raptor, Gardex, Salton, and Breesal as creating recognizable, professional brands on the FMCG market.
• Gardex + OldosminorGTM or Marketing Partner · 1 May 2025Joint marketing campaign between Gardex and Oldos (children's clothing brand) running from 1 May to 14 June 2026. Aimed at parents of young children to emphasise the importance of safe insect protection from early months of life. Oldos distributes Gardex educational materials and guides in its online and offline stores. A podcast featuring UPECO's R&D Manager Andrey Korostylev was produced about repellent types and safe usage. Purchasers receive a Gardex children's spray as a gift.
• Yandex MarketcoreChannel Partner/ Reseller/ DistributorMajor Russian e-commerce search platform and marketplace. Yandex Market's representative Alexey Venediktov recognises UPECO for high competence, quality products, and ability to find solutions in complex situations.
• MagnitcoreChannel Partner/ Reseller/ DistributorOne of Russia's largest retail chains, operating hypermarkets, supermarkets, and convenience stores. Magnit's category manager describes UPECO relationship as genuine partnership with continuous joint revenue growth maintained despite market volatility. Partnership spans both Magnit and Super Lenta formats.
• LentacoreChannel Partner/ Reseller/ DistributorMajor Russian retail chain. Lenta's category directors describe UPECO as innovative and flexible, noting the company responds quickly to buyer demand and market challenges with excellent sales team support.
• Tander (Magnit)coreChannel Partner/ Reseller/ DistributorParent company of Magnit retail chain. Category manager Vladislav Ivanilov describes the relationship as genuine partnership with continuous joint revenue growth despite market volatility. Partnership characterised by mutual support, understanding of each other's goals, and collaborative problem-solving.
• Fix PriceminorChannel Partner/ Reseller/ DistributorInternational discount retail chain operating in Russia, Belarus, Kazakhstan, and Latvia. Fix Price recognises UPECO for adaptability, finding solutions even in non-trivial situations, and high professionalism and execution.
• GiperglobusminorChannel Partner/ Reseller/ DistributorRussian hypermarket chain. Giperglobus team recognises UPECO for professionalism, stable financial growth, and human approach to solving any challenges.
• ZENDENcoreChannel Partner/ Reseller/ DistributorMajor footwear retailer in Russia. ZENDEN team congratulated UPECO on 20 years of successful work and recognises UPECO as a reliable partner and professional in the industry.
• Apteki 'Planeta Zdorovya'minorChannel Partner/ Reseller/ DistributorMajor Russian pharmacy chain. Planeta Zdorovya recognises UPECO for honest, flexible partnership and commitment to development. Partnership enables distribution of UPECO household and personal care products through pharmacy retail.
• Alidi GroupcoreChannel Partner/ Reseller/ DistributorMajor distributor in Russia and Belarus. Alidi recognises UPECO for absolute integrity and resilience even during crisis years. Partnership spans 20 years and includes joint operational development, new product launches, and geographic expansion. Alidi West (Belarus) also partners with UPECO.
• Aero-ProcoreStrategic or Co-development PartnerManufacturing partner that collaborated with UPECO since 2005. Started with production of Gardex creams and Raptor gel at VNITI BP facility. Aero-Pro recognises UPECO for reliable partnership, tremendous energy, knowledge, and competence. The partnership has expanded to include joint recipe development, with UPECO providing briefs and Aero-Pro proposing solutions.
• UnikocoreStrategic or Co-development PartnerManufacturing partner since 2005. Production of Gardex creams and Raptor gel began at VNITI BP facility. Uniko describes UPECO as 'partner number one' and a friendly enterprise that defined the vector of their development. The partnership includes joint recipe development and creative collaboration, characterised by trust, creative approach, and joint problem-solving.
• Prima DistributioncoreChannel Partner/ Reseller/ DistributorDistribution partner directed by Lina Shakhmetova. Prima Distribution describes the relationship as based on trust, stability, openness, and flexibility. The partnership has lasted for 20 years and is characterised by warmth, sincerity, and joint growth. UPECO is described as 'partner number one'.
• Depo 22minorChannel Partner/ Reseller/ DistributorRegional distributor in Russia. Recognises UPECO for cohesive, energetic, ambitious team that overcomes all obstacles and always achieves its goals.
• AgoraminorChannel Partner/ Reseller/ DistributorRegional distributor and partner since 2010. Agora values UPECO's boldness to novelty and absence of fear of experiments. Partnership recognised for innovative joint projects.
• Nadezhda-2000minorChannel Partner/ Reseller/ DistributorTrade firm and 20-year partner. Nadezhda-2000 describes UPECO as launching unique innovative products that drive the market and ensure sales growth in unexpected consumer categories.
• AK CV ProtekminorChannel Partner/ Reseller/ DistributorMajor pharmaceutical distributor in Russia. Recognises UPECO for stability, growth, dynamic development, fruitful long-term cooperation, openness to dialogue, and engagement in joint projects.
• Neo-FarmminorChannel Partner/ Reseller/ DistributorRussian pharmacy distributor. Recognises UPECO as the best among competitors, with prosperity, business development, and reliable long-term successful cooperation.
• SvetoforminorChannel Partner/ Reseller/ DistributorRussian retail chain. Logistics team of Svetofor recognises UPECO for speed of decision-making, responsibility in contracts, and excellent product quality.
• YueksminorChannel Partner/ Reseller/ DistributorPartner for 20 years. Yueks recognises UPECO for absolute integrity and resilience even during crisis years. Partnership based on mutual respect and reliability.
• Guru ProductionminorGTM or Marketing PartnerProduction company that filmed UPECO's 20th anniversary corporate film '20 Years of Achievements' in June 2025. Guru Production handled the entire production process including script development, creative concept, filming across various locations including UPECO's Skolkovo office, and post-production.
• RusClimateFund (Russkiy Klimatom Fond)minorStrategic or Co-development PartnerNon-profit environmental organisation. UPECO's Forester brand partners with RusClimateFund for forest restoration projects in Russia. In 2024, over 2,000 white acacia seedlings were planted in the Volgograd region near Kamenny Bukaerak settlement. Partnership has been ongoing for 3 years with over 12,000 trees planted across several Russian regions. Part of the proceeds from Forester grill and skewer sales with 'Plant a Forest' QR codes supports this project.
• Forester and OldosminorGTM or Marketing PartnerJoint marketing campaign between Forester brand and Oldos children's clothing brand for the 'Plant a Forest' environmental initiative. Forester donates part of proceeds from grill and skewer sales with QR codes to the RusClimateFund forest restoration project.
• World BBQ Association (WBQA)minorStrategic or Co-development PartnerForester brand won the world BBQ championship in the 'FUN' category according to the World BBQ Association (WBQA), demonstrating its expertise and international recognition in the barbecue category.
• RutubeminorGTM or Marketing PartnerRussian video platform hosting UPECO's 20th anniversary corporate film '20 Years of Achievements'. The film is available for viewing on Rutube and was presented during the company's 20th anniversary celebrations.

Scale indicators15 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Spectrum Brands: Diversified consumer products company with household, pet, and outdoor/grill adjacencies that overlap with UPECO's Forester BBQ business and Salton shoe care portfolio.
• Henkel: Global FMCG major with leading positions in laundry, cleaning, and shoe care (Shoe Polish), overlapping directly with UPECO's Salton CleanTech and Salton portfolios in Russia and CIS.
• Procter & Gamble: Diversified FMCG giant with household cleaning, air care, and personal care brands that overlap with multiple UPECO categories including shoe care, cleaning, and air fresheners.
• Church & Dwight: Specialty household products company (Arm & Hammer, OxiClean, Kaboom) with cleaning and deodorising adjacencies that overlap with Salton CleanTech stain removal and Breesal air freshener franchises.
• Reckitt Benckiser: Global household products major (Dettol, Lysol, Vanish, Air Wick) competing with UPECO across cleaning, air freshening, and stain-removal categories, particularly relevant to Salton CleanTech and Breesal.
• Bayer Consumer Health: Multinational with consumer insecticides, repellents (Autan), and pest-control products that compete in overlapping but broader categories with UPECO's Raptor and Gardex brands.

Regional players

• Faberlic: Russian-headquartered multi-category CPG company with direct-sales model and household, personal care, and cosmetics products — a regional peer competing with UPECO across overlapping Russian retail and digital channels.
• Neva Cosmetics / Neva-Profi: Russian household chemicals and personal care manufacturer competing in shoe care, cleaning, and air care categories alongside UPECO's Salton, Breesal, and Expel brands in the Russian market.

Direct peers

• Dr. Beckmann: German specialist in stain removal and household cleaning products, the established imported brand UPECO cites as the prior sole occupant of the anhydrous concentrated aerosol stain remover format now targeted by Salton CleanTech.
• SC Johnson: Global leader in household insecticides (Raid) and insect repellents (OFF!), directly competing with UPECO's Raptor and Gardex brands in the same product categories and through similar retail channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/upeco

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UPECO