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The Colgate-Palmolive Company has agreed to acquire Hello Products LLC, one of the fastest-growing, premium oral care brands in the U.S., the company announced in a press release yesterday.
Hello’s products include adult and kids toothpaste, mouth rinse, toothbrushes, and floss, which are sold only in U.S. food and drug stores, mass retailers, and e-commerce. Hello has a distinct “naturally-friendly™” lifestyle positioning itself with strong appeal among younger consumers and across board segments, the release said.
The transaction is expected to close no later than February. Hello will continue to be led by founder Craig Dubitsky and CEO Lauri Kein Kotcher.
“We are excited to welcome Hello to the Colgate family and are especially pleased that Craig and Lauri will continue in their leadership roles,” said Noel Wallace, Colgate president and CEO. “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.”
“Colgate is the ideal partner for Hello with a like-minded commitment to the best consumer oral health, the environment, and our communities,” Dubitsky said. “Seeing how they have helped other companies grow and thrive in their portfolio, we are even more excited to join forces,” Kein Kotcher added.