Consumer products giant Colgate to acquire Hello oral care brand

Colgate acquisition of Hello Oral Care : Consumer products company Colgate-Palmolive (Colgate) has agreed to acquire US oral care brands manufacturer Hello Products from Tenth Avenue Holdings for an undisclosed price.

The products of Hello Oral Care brand are adult and kids toothpaste, mouthwashes, toothbrushes and floss, which are sold only in the US, mainly in food, drug and mass retailers and also via e-commerce channels like Amazon.

Commenting on Colgate acquisition of Hello Oral Care, Craig Dubitsky – founder of Hello Products said: “Colgate is the ideal partner for Hello with a like-minded commitment to the best consumer oral health, the environment and our communities.

“Seeing how they have helped other companies grow and thrive in their portfolio, we are even more excited to join forces.”

Colgate acquisition of Hello Oral Care. Photo courtesy of Business Wire.

Colgate said that the deal will be funded with a combination of cash and debt and is expected currently to be wrapped up by February 2020.

Hello Products will continue to be led by Craig Dubitsky and its CEO Lauri Kien Kotcher.

Noel Wallace – Colgate President and CEO, commenting on Colgate acquisition of Hello Oral Care, said: “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.”

For Colgate, Wachtell, Lipton, Rosen & Katz are the legal advisors on the transaction. For Hello Products, the legal advisors are Zukerman Gore Brandeis & Crossman while Piper Sandler are the financial advisors

Last year, Colgate-Palmolive signed a deal worth around $1.7 billion to acquire the skin care business of France-based Laboratoires Filorga Cosmétiques (Filorga). Read more about Colgate-Palmolive acquisition of Filorga skin care business here.