Who owns Cherubs?
Cherubs is owned by Lion Match Company (South Africa).[1]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: The Lion Match Company — Our Brands, The Lion Match Company (Pty) Ltd. Last checked .
Key facts
- Current owner
- The Lion Match Company (Pty) Ltd reported
- Owner HQ
- 🇿🇦 South Africa, Durban
- Origin
- 🇿🇦 South Africa
- Category
- Personal care & beauty › Baby care › Baby & child toiletries
- Last verified
- · 1 sources
About Cherubs
Cherubs is the baby-care brand of the Lion Match Company, sold with a sister brand, Lil Luvs, and described as deeply rooted in South African heritage. The range runs from value-for-money wipes to an ultra-absorbent diaper range that the company says is produced locally. Its website carries advice on pregnancy, baby care and toddlers alongside product information and consumer competitions.
Ownership timeline of Cherubs
- Current owner Lion Match Company [1] reported
Where Cherubs sits in Lion Match Company
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Lion Match Company ownership tree →
See the full Lion Match Company brand portfolio (7) →
Other brands owned by Lion Match Company
Lion Match Company controls 7 brands on Brandtree, 6 of them in personal care & beauty.
Also in personal care & beauty
Other brands in baby & child toiletries, and who owns them
The 17 brands in baby & child toiletries on Brandtree belong to 11 owners. The largest is Kino Indonesia, with 4.
| Brand | Owner | Owner based in |
|---|---|---|
| B&B | Kino Indonesia | 🇮🇩 Indonesia |
| Babo Botanicals | Expanscience | 🇫🇷 France |
| Childs Farm | PZ Cussons | 🇬🇧 United Kingdom |
| My Baby | Tempo Scan | 🇮🇩 Indonesia |
| Becutan | Alkaloid | 🇲🇰 North Macedonia |
| Fiocchi di Riso | Artsana | 🇮🇹 Italy |
| Dodie | H&H Group | 🇭🇰 Hong Kong |
| Bübchen | Katjes International | 🇩🇪 Germany |
About the owner: Lion Match Company
Lion Match Company is a privately held company headquartered in Durban, South Africa, founded in 1905. Brandtree records 7 brands under its control.
The Lion Match Company is a South African household and personal-care manufacturer incorporated on 27 March 1905 from the amalgamation of the country's remaining match businesses, with its head office in Durban. Its own site gives its ultimate holding company as FASIC Investment Corporation Ltd, founded in 1996 and owned by more than 500 individuals from previously disadvantaged backgrounds. Matches, firelighters, strikers and Lion Quality Shoe Polish are also in its brand list but have no category in this site's taxonomy, and are not listed here.
Lion Match Company: full profile, brands and acquisition history →
🇿🇦 Cherubs and other South African brands
Brandtree records a controlling owner for 175 brands that began in South Africa. 12 of them (7%) are now controlled by a company headquartered in another country; Cherubs is not one of them.
Frequently asked questions
Who is the parent company of Cherubs?
The parent company of Cherubs is Lion Match Company, a privately held company headquartered in South Africa.
Is Cherubs South African?
Yes. Cherubs originated in South Africa and its owner, Lion Match Company, is also headquartered in South Africa.
Is Cherubs still owned by Lion Match Company?
Yes. As of 4 October 2026, Cherubs is still owned by Lion Match Company. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] The Lion Match Company — Our Brands — The Lion Match Company (Pty) Ltd, Official document; retrieved 4 October 2026.
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