PHILUSA Corporation

What PHILUSA Corporation does

PHILUSA Corporation is a 100% Filipino-owned marketing and distribution company incorporated in the Philippines and headquartered in Pasig City. Founded in 1957 and operating as a subsidiary of the Mercury Drug Group, the company distributes consumer goods across personal care, baby care, home care, and health and wellness categories through an owned portfolio of brands — Cleene, Babyflo, MEDIPLAST, Albatross, Apollo, Gleam, Eliana, and more recent additions including Love My Honey. Across 69 years of continuous operation, the company has built an 11-branch distribution network spanning Luzon, Visayas, and Mindanao, and has claimed category leadership in cotton products, plasters, petroleum jelly, toilet deodorizers, and sink decloggers.

The company's commercial proposition is two-sided. On the consumer goods side, it manufactures and distributes mass-market price-point products (e.g., Apollo Petroleum Jelly at PHP29.50–142.00) through Mercury Drug stores, supermarkets, department stores, an own online store, and third-party marketplaces (Lazada, Shopee). On the pharmaceutical side, RHEA Generics — launched in 2014 — is a uni-brand of generic medicines developed in partnership with global pharmaceutical manufacturers (Pfizer, Viatris, Sanofi, GSK, AstraZeneca, Boehringer Ingelheim, Bayer, Lundbeck, Sandoz, Menarini, and others) and exclusively distributed through Mercury Drug Corporation. RHEA Generics prices generics up to 44% below innovator brands by sourcing from the same manufacturing facilities that produce branded equivalents.

Revenue mechanics are one-time-product-sale across two streams: FMCG distribution under owned brands, and RHEA Generics pharmaceutical distribution. The go-to-market motion is sales-led, executing nationwide trade launches and regional rollouts across the Philippine archipelago. Customer segments span Filipino mass-market households (horizontal), the healthcare sector via Mercury Drug partnership (vertical), and government/NGO partnerships for CSR and public health initiatives. The company is privately held, has 251–500 employees, and is led by President and General Manager Neogin Evangelista. Revenue and financial performance figures are not publicly disclosed.

Name

PHILUSA Corporation

Legal name

PHILUSA Corporation

Website

https://philusa.com.ph

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

251–500 employees

Short description

PHILUSA Corporation is a 100% Filipino-owned marketing and distribution company, founded in 1957 and subsidiary of the Mercury Drug Group, that distributes owned-brand personal care, baby care, home care, and pharmaceutical products (notably RHEA Generics) across the Philippines through Mercury Drug stores, supermarkets, and e-commerce channels serving mass-market Filipino households.

Ownership category

akta.pro rank

Product category

Consumer Personal Care and Health Products

NAICS

Drugs and Druggists' Sundries Merchant Wholesalers (42421)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122), Wholesale-Paper & Paper Products (5110)

akta.pro primary industry

Cotton & Personal Care Paper (Cotton Balls/Swabs, Paper Cotton Products) (CRADALAI)

akta.pro secondary industry

PPE, Safety & Infection Control Supplies Distribution (JanSan-adjacent) (CRAOAGAK)

Keywords

• Consumer health products
• Personal care products
• Baby care products
• Generic pharmaceuticals
• Home care products

Headquarters

HQ city

Pasig

HQ country

Philippines

HQ region

Asia

Offices11 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Fast-Moving Consumer Goods (FMCG): PHILUSA generates revenue through the sale of personal care, baby care, and home care products under owned brands including Cleene, Babyflo, MEDIPLAST, Albatross, Apollo, Gleam, and Eliana. Products are distributed through Mercury Drug stores, leading supermarkets, and department stores nationwide.
2. RHEA Generics Pharmaceutical Distribution: RHEA Generics, established in 2014, is a uni-brand of innovative generic medicines distributed exclusively through Mercury Drug Corporation. The company partners with global pharmaceutical companies to offer affordable generic alternatives manufactured to world-class quality standards. Revenue is generated through product sales of generic medicines across therapeutic categories including cardiovascular, respiratory, diabetes, and mental health treatments.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

PHILUSA Corporation is a Filipino-owned marketing and distribution company that manufactures and distributes health, wellness, baby, personal care, and home care products for Filipino families. The company operates sub-brands including RHEA Generics, Cleene, Babyflo, MEDIPLAST, Albatross, Apollo, Gleam, Eliana, and Love My Honey, and runs manufacturing facilities for sanitary disposables (SCDMF) and honey products (HayCo).

Product overview

PHILUSA Corporation is a 100% Filipino-owned marketing and distribution company providing world-class quality and affordable products in personal care, baby care, home care, and health and wellness categories. The company operates as a multi-brand portfolio organization with flagship sub-brands: RHEA (generics medicines and topicals), Babyflo (baby care and toiletries), Cleene (cotton, alcohol, toothbrushes, hygiene products), MEDIPLAST (wound management and first aid), Albatross (home cleaning), Apollo (skin care and petroleum jelly), Gleam (drain cleaners), and Eliana. RHEA Generics, launched in 2014, is a unique uni-brand of innovative generic medicines developed with global pharmaceutical partners including Pfizer, Viatris, Sanofi, GSK, AstraZeneca, Bayer, Boehringer Ingelheim, and others. Products are exclusively distributed through Mercury Drug stores nationwide and the Philusa Online Store. The company also distributes international brands including KOOLFEVER, Ammeltz, and Organique through various retail channels.

Differentiator

Problem solved

Functional benefit

Brands

• RHEA: Personal care and wellness brand including RHEA Generics (pharmaceutical generics), RHEA Topicals, RHEA Alcohol, RHEA Galenicals, RHEA Povidone Iodine, RHEA Superscent Oil, RHEA Vitamins, Mentopas
• Babyflo
• Cleene
• MEDIPLAST
• Albatross
• Apollo
• Gleam
• Eliana
• Love My Honey

Products and services

• RHEA Generics
• Cleene A personal hygiene brand under PHILUSA offering products for everyday hygiene needs of Filipino consumers.
• Babyflo A baby care brand under PHILUSA offering products dedicated to infant and baby care needs of Filipino families.
• MEDIPLAST A health and wellness brand under PHILUSA offering wound care, first aid, and medical adhesive products for Filipino consumers.
• Albatross A home care brand under PHILUSA offering household cleaning products for Filipino families.
• Apollo A personal care brand under PHILUSA offering skin care and petroleum jelly products for Filipino consumers.
• Gleam A household cleaning brand under PHILUSA offering cleaning chemicals and solutions for Filipino households.
• Eliana A personal care brand under PHILUSA offering products for Filipino consumers' personal care needs.
• Love My Honey A honey product brand under PHILUSA offering pure honey products manufactured at the company's HayCo honey production facility for Filipino consumers.

Quantifiable outcome

• Boehringer Ingelheim partnership offers pulmonary medication at 44% lower price than existing brands
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered core.

• PCX MarketscoreStrategic or Co-development Partner · 17 March 2026PHILUSA partnered with PCX Markets and HOPE to support the Extended Producer Responsibility Act of 2022. The partnership includes adoption and refurbishment of an Aling Tindera Program collection site at the Marilao Materials Recovery Facility in Bulacan.
• MenarinicoreStrategic or Co-development Partner · 1 January 2026Menarini became the newest pharmaceutical partner in the RHEA Generics roster, acknowledged during the Luzon trade launch in April 2026.
• Mercury Drug FoundationcoreGTM or Marketing Partner · 1 January 2026PHILUSA supported Mercury Drug Foundation's 14th Walk for Non-Communicable Diseases Awareness (WNCDA) 2026 in Bacolod, distributing wellness and personal care products. The company has been a longtime supporter of this health advocacy initiative.
• Bayer PhilippinescoreStrategic or Co-development Partner · 5 February 2024Bayer Philippines partnered with RHEA Generics in February 2024 to provide affordable stroke-prevention medication and treatment for thromboembolic events. The partnership marks the 12th collaboration for RHEA Generics with global pharmaceutical partners.
• Department of Health (DOH)coreGTM or Marketing Partner · 1 January 2024Partnership with DOH for Generics Awareness Month 2024 celebration, promoting the importance of generic medicines in making essential medications accessible, available, and affordable to Filipino families.
• Plastic Credit Exchange (PCX)coreStrategic or Co-development Partner · 23 October 2023Partnership with PCX to advance sustainability agenda and combat plastic waste pollution. Focus areas include plastic offset programs, information and education campaigns, and coastal clean-up initiatives at Las Piñas-Parañaque Wetland Park.
• HOPE (Hulyan O Pinagtagpo ng Embajadas)coreStrategic or Co-development Partner · 1 January 2023Partnership for environmental sustainability initiatives including coastal clean-up drives and support for the Aling Tindera Program - a waste-to-cash program supporting informal waste sector workers.
• Boehringer Ingelheim PhilippinescoreStrategic or Co-development Partner · 15 October 2021Boehringer Ingelheim Philippines partnered with RHEA Generics to offer affordable asthma and COPD medication at 44% lower price than existing brands. This addresses major causes of death in the Philippines, with morbidity rate of approximately 1,100 per 100,000 people.
• LundbeckcoreStrategic or Co-development Partner · 10 July 2020Lundbeck of Denmark partnered with RHEA Generics, specializing in treatments for central nervous system disorders including depression, schizophrenia, and insomnia. RHEA Escitalopram (Innovator: Lexapro) was launched for treatment of depressive episodes, panic, anxiety, and OCD.
• OEP Philippines, Inc.coreStrategic or Co-development Partner · 10 July 2020OEP Philippines (largest subsidiary of Orient Europharma Taiwan) partnered with RHEA Generics for respiratory disorders. RHEA Doxofylline (Innovator: Ansimar) launched for COPD, bronchial asthma, and pulmonary disorders treatment.
• AstraZenecacoreStrategic or Co-development Partner · 6 July 2020Formal partnership signing between PHILUSA Corporation and AstraZeneca on July 6, 2020, represented by Country Chairman Lotis Ramin and President Neogin Evangelista. The partnership aims to make high quality medicines accessible to more Filipinos.
• Manila Water FoundationcoreGTM or Marketing Partner · 1 January 2017Long-term partnership since 2017 for Global Handwashing Day celebrations and hygiene education programs. PHILUSA's Cleene brand serves as official soap sponsor. Programs include WASH initiatives, handwashing demonstrations, and donations to shelter institutions. Collaboration extended through 2024 with events at La Mesa Ecopark and Pasig City.
• PfizercoreStrategic or Co-development Partner · 1 January 2014Pfizer was the first global pharmaceutical partner to launch RHEA Generics in 2014, establishing the business model that brought a fresh approach to the local pharmaceutical landscape. The partnership introduced generic counterparts sourced from Pfizer's manufacturing facilities.
• ViatriscoreStrategic or Co-development Partner · 1 January 2014Viatris partnered with RHEA Generics to expand access to affordable generic medicines in the Philippines, contributing to the portfolio of treatments across various therapeutic categories.
• SanoficoreStrategic or Co-development Partner · 1 January 2014Sanofi joined RHEA Generics as a global pharmaceutical partner, contributing to the expansion of affordable generic medicines for Filipino patients.
• GSKcoreStrategic or Co-development Partner · 1 January 2014GSK partnered with RHEA Generics to provide additional generic medicine options as part of the expanding portfolio of affordable healthcare products.
• OtsukacoreStrategic or Co-development Partner · 1 January 2014Otsuka joined RHEA Generics as a pharmaceutical partner, expanding the range of generic medicine offerings for Filipino patients.
• MerckcoreStrategic or Co-development Partner · 1 January 2014Merck partnered with RHEA Generics to provide affordable generic versions of treatments for various conditions.
• Fresenius KabicoreStrategic or Co-development Partner · 1 January 2014Fresenius Kabi joined the RHEA Generics partnership roster, contributing to the expansion of the generic medicine portfolio.
• AstraZenecacoreStrategic or Co-development Partner · 1 January 2014AstraZeneca partnered with RHEA Generics to help bring high quality and innovative medicines to the Filipino market with affordable prices. The partnership strengthens support for the Universal Health Care Law.
• SandozcoreStrategic or Co-development Partner · 1 January 2014Sandoz joined RHEA Generics as a global pharmaceutical partner contributing to the portfolio expansion of affordable generic medicines.
• Mercury Drug CorporationcoreChannel Partner/ Reseller/ DistributorPHILUSA Corporation is a subsidiary of the Mercury Drug Group. Mercury Drug serves as the exclusive distribution partner for RHEA Generics products, with all medicines available at Mercury Drug branches nationwide. The extensive retail network enables broad accessibility across the Philippines.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• The Generics Pharmacy: Largest generics retail chain in the Philippines, directly competing with RHEA Generics on affordable medicines. Both target Filipino consumers seeking lower-cost pharmaceutical alternatives and benefit from the same Universal Health Care tailwinds.
• D&L Industries: Philippine specialty ingredients and consumer products company serving personal care, home care, and FMCG segments. Comparable as a homegrown Filipino CPG manufacturer-distributor with multi-brand portfolio and similar customer base.
• Splash Corporation: Filipino personal care and home care company offering brands in skin care, hair care, and household products. Directly competes with PHILUSA's Apollo, Cleene, Babyflo, and Albatross brands across similar Philippine retail channels.
• RiteMed Philippines: Philippine generic pharmaceutical brand distributed through major drugstore chains. Competes head-to-head with RHEA Generics in the affordable medicines category across cardiovascular, diabetes, and other therapeutic areas.

Broad incumbents

• Procter & Gamble Philippines: Global CPG leader with brands like Safeguard, Joy, Tide, and Whisper. Overlaps with PHILUSA's personal care, baby care, and home care categories through similar Philippine retail distribution.
• Unilever Philippines: Multinational FMCG giant offering Dove, Surf, Close-Up, and other personal/home care brands. Competes with PHILUSA's Cleene, Apollo, and Albatross lines with significantly larger marketing budgets and global R&D.
• Colgate-Palmolive Philippines: Global oral and personal care company. Overlaps with PHILUSA's Cleene CLIO toothbrush and personal care portfolio within the same Philippine drugstore and supermarket channels.
• Johnson & Johnson Philippines: Multinational health and personal care conglomerate. Competes with MEDIPLAST wound care and Babyflo/RHEA baby care lines through similar Mercury Drug and pharmacy retail channels in the Philippines.
• SC Johnson Philippines: Multinational home care manufacturer (Glade, Mr. Muscle, Baygon). Directly competes with PHILUSA's Albatross and Gleam lines in household cleaning and deodorizer categories in the Philippines.
• Reckitt Benckiser Philippines: Global consumer health and hygiene company (Dettol, Lysol, Gaviscon) competing with PHILUSA's MEDIPLAST, Cleene alcohol/sanitizers, and home care lines through similar drugstore channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PhilusaCorporation
• LinkedInlinkedin.com/company/philusa-corporation-a-subsidiary-of-mercury-group-of-companies-

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 PHILUSA Corporation