Multinational personal care giant Colgate is to acquire Hello Products, one of the fastest-growing, premium oral care brands in the United States.
Hello has carved out a distinct “naturally-friendly” lifestyle positioning since its launch in 2013, with strong appeal among younger consumers and across broad segments. Hello’s products, which include adult and kids toothpaste, mouth rinse, toothbrushes and floss, are currently sold only in the United States, primarily in food, drug and mass retailers and through e-commerce. This month the company announced its first CBD containing oral health range.
The transaction will be financed with a combination of cash and debt and is currently expected to close by the end of this month.
Noel Wallace, Colgate’s president and CEO commented, “We are excited to welcome Hello to the Colgate family and are especially pleased that Craig and Lauri will continue in their leadership roles. We have great respect for the Hello team and their impressive product line, and value the strong connection they have made with younger consumers. With its distinct on-trend positioning, Hello is a terrific complement to our Colgate and Tom’s of Maine brands and we look forward to supporting its continued growth and success.”
Hello’s founder, Craig Dubitsky, said: “Colgate is the ideal partner for Hello with a like-minded commitment to the best consumer oral health, the environment and our communities.” Hello’s CEO, Kien Kotcher, added: “Seeing how they have helped other companies grow and thrive in their portfolio, we are even more excited to join forces.”
