The Incolabs Story

A Dynamic Marketing and Sales Business in the FMCG Sector

Incolabs was created by acquiring and growing branded personal care and homecare products in Southern Africa. It was established in January 2006 and is a South African personal care and homecare company, offering consumers iconic and trusted brands such as Lip Ice, Everysun, Tropitone, Karvol, Milton, Innoxa, Gallia and Like Silk. Incolabs’ business philosophy has been to develop, launch and expand brands while retaining and extending their relevance in the modern world. Incolabs has extended its domain focus into the premium food category and as such has acquired the licence for the Douwe Egberts brand in South Africa.

Slowly, and with dedication and focus, Incolabs has developed the ability to enhance brand equity through an emphasis on innovation, speed to market, and pure passion. Incolabs operates within the highly competitive Southern African supermarket, drugstore, wholesale, pharmacy (including independent pharmacy) and departmental channels and has created a reputation for excellence with these retailers. Incolabs owns 18 brands and distributes a small number of products under licence.


Incolabs employees are fondly known to each other as “INCredibles!” A talented, passionate team with an entrepreneurial spirit, INCredibles work together to create innovation that adds value to the customer’s everyday life. INCredibles have a history of dynamic delivery and efficient coal face management.

Highly-Capable Marketing

Incolabs has a pool of highly-capable marketing professionals, each developing and executing brand strategies for the company’s successful consumer brands. At Incolabs, our world-class sales and merchandising capability – combined with our dynamic marketing and innovation structures – mean we inevitably enjoy success in the highly-competitive South African FMCG market.

Dynamic Supply Chain and Manufacturing Management

Our Supply Chain structures play an important role in maximising our product development, manufacturing, quality assurance, and service delivery capabilities to all of our customers in the retail arena.

Our Sales Capability is Core to Our Competence

Our Go-to-Market capacity within Incolabs is highly efficient, with a national key accounts, sales, in-store marketing execution, merchandising and distribution ability that is dynamic and proven. Incolabs has a proud history of growth and retail innovation which has made our company a firm favourite with retailers and partners alike.