Kumarika, a name synonymous with natural quality and innovation in hair care, marks its 30th anniversary in 2025. Since its launch in 1995, the brand has transformed from a local favorite into a global powerhouse, captivating consumers with its signature hair oil, shampoos, conditioners, and diverse product range. Today, Kumarika is not only a household name in Sri Lanka but also a celebrated ambassador of national excellence, exporting to over 15 countries.
A Legacy of Excellence in Hair Care
For three decades, Kumarika has been a trusted household name in Sri Lanka, revolutionizing hair care with its commitment to excellence and tradition. From the start, the brand sought to enhance daily grooming routines across generations, becoming a staple for families in Sri Lanka. As a symbol of cultural pride and a benchmark of quality in the haircare industry, Kumarika continues to thrive in both local and international markets.
Global Reach and Expansion
Kumarika’s success is not limited to its domestic market. Today, the brand’s signature hair oil is exported to over 15 countries, including Malaysia, the Maldives, Bangladesh, Nepal, the UAE, Oman, the UK, Canada, Australia, New Zealand, and various diaspora and island nations. This widespread export presence has solidified Kumarika’s international appeal, with key markets such as Malaysia and the Maldives seeing significant leadership, while Bangladesh features a dedicated manufacturing plant to ensure top-quality standards.
Kumarika’s international success has earned it prestigious accolades, such as the GOLD award for SLIM Export Brand of the Year in 2019 and a similar honor from the National Chamber of Exporters. These awards highlight the brand’s vital contribution to Sri Lanka’s export economy and underscore the importance of supporting local brands with global ambitions.
Strengthening Sri Lankan Excellence
Reflecting on the brand’s international journey, Hirushi Fernando, Category Manager for Hair Care at Hemas Consumer Brands, shared, “It’s not just about selling a product—it’s about sharing our legacy of nourishing souls and bodies through herbal care. Kumarika has become a global ambassador for Sri Lankan excellence.”
Innovative Campaigns and Customer Engagement
Kumarika’s dynamic marketing strategy has played a crucial role in its continued success. Notably, the brand launched the ‘Hair Play’ campaign, which offered personalized haircare experiences through its mobile salon unit, the “Hair Play Studio.” This campaign marked the relaunch of Kumarika’s shampoo range, which was adapted to meet diverse consumer needs with highly customized solutions for various hair care concerns.
The Hair Play Studio allowed customers to undergo professional hair analysis, receive a customized hair wash, and enjoy personalized hairstyling. Kumarika’s commitment to diverse Sri Lankan hair types was further reinforced as the brand became the Platinum Sponsor of the UAE Kerala Premier League 2024 and partnered with the Bombay Mydin Bombay Bazar Event in Malaysia. These initiatives helped solidify Kumarika’s reputation as an innovative brand, consistently evolving while staying true to its core values of quality and reliability.
Research, Development, and Community Impact
Innovation at Kumarika extends beyond product development. The company is deeply invested in research and development to enhance product formulations and adopt sustainable practices. This forward-thinking approach not only drives product innovation but also contributes to local employment and community development.
Hirushi Fernando expressed gratitude, saying, “The Kumarika team is grateful to both local and international consumers for believing in us. We continue to innovate and align our products with customer needs.”
Looking Ahead: Expanding Local and Global Presence
As Kumarika enters its fourth decade, the brand remains dedicated to excellence and innovation. Future plans include strengthening local supply chains to ensure the highest quality raw materials and expanding its international presence into emerging markets in Asia and Europe. Kumarika’s legacy of beauty and quality continues to inspire consumers worldwide, and its commitment to growth promises to sustain its position as a leading global haircare brand.
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