Peter Smerling – Managing Director at L&S Cosmetics and Toiletries

Biography of Peter Smerling

Humble Beginnings and Early Leadership

Peter Smerling’s professional journey began from a very modest foundation — a small business with just three employees. Through disciplined strategic planning, brand focus, and a clear understanding of consumer needs, he helped expand the company into one of the region’s most recognized names in personal care.

First Major Sale and Industry Impact (1998)

In 1998, Smerling sold his earlier business to a U.S.-based group operating a Malaysian factory producing adult and baby diapers. He subsequently joined the organization as the first Director of Sales and Marketing, where he:

• Built the marketing department

• Established a research division

• Expanded product development capabilities
  
  

Under his leadership, Drypers became the leading diaper brand in Malaysia and Singapore, fueling rapid regional growth.

Management Buyout and Regional Expansion (2001)

By 2001, Smerling had advanced to Managing Director. When the U.S. parent company decided to sell its domestic and international operations, he initiated and led a management buyout.
This milestone included:

• Acquiring the Malaysian business
  
  

• Securing brand rights in 27 countries
  
  

• Managing a formal auction process
  
  

• Raising capital from a local private equity provider
  
  

The buyout succeeded, and for the next three years the company continued its rapid growth, bringing with it new challenges in human capital, manufacturing capacity, and financial resources — all of which he successfully navigated while maintaining strong commercial performance.

Acquisition by SCA (2004)

In 2004, the business completed its next evolution when it was acquired by SCA, a global leader in personal care, hygiene, and sustainable products. Smerling described this phase as an opportunity to take the business “to the next level” through access to world-class systems, global insights, and a strong focus on environmental and social responsibility.

Asia Pacific Entrepreneurship Award (2011)

Peter Smerling received the Asia Pacific Entrepreneurship Award (APEA) in recognition of his leadership achievements, business growth, and transformative impact on the hygiene and personal care sector in Southeast Asia.