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Helen of Troy Sells Mass Personal Care Business

Published June 14, 2021
Published June 14, 2021
Helen of Troy Limited

Helen of Troy Limited sold its mass-market Personal Care business, not including the Latin America and Caribbean regions, to HRB Brands LLC, a privately held company that is one of the largest independent branded personal care companies in North America, for $44.7 million in cash. The transaction also includes an option that provides HRB Brands LLC the right to purchase the Latin America and Caribbean Personal Care businesses no later than the end of fiscal year 2022, subject to meeting certain agreed-upon conditions. Proceeds from the sale represent substantially all of the negotiated value for the total global Personal Care business.

WHO: Helen of Troy Limited is a leading global consumer products company offering creative solutions for its customers through a strong portfolio of well-recognized and widely trusted brands, including OXO, Hydro Flask, Vicks, Braun, Honeywell, PUR, Hot Tools, and Drybar, referred to as their Leadership Brands.

HRB Brands is a portfolio company of Tengram Capital Partners, a private equity firm with an investment strategy predicated on leading middle-market consumer companies that own strong recognizable brands including Zest, V05, Coast, SGX NYC, Thicker Fuller Hair, LA Looks, and others.

WHY: The transaction helps further focus the company on growing its Leadership Brands. The company expects to use the proceeds to create further shareholder value in line with Helen of Troy’s capital allocation strategy, including paying down debt, making accretive acquisitions of additional Leadership Brands that are a better fit with the long-term growth strategies for the company’s portfolio, or engaging in opportunistic share repurchases.

IN THEIR OWN WORDS: Julien R. Mininberg, Chief Executive Officer, stated, “We are excited about this opportunity for HRB Brands LLC, a company that we believe is well-positioned to take the Personal Care business to its next phase of growth. The Personal Care portfolio includes iconic brands such as Brut, Pert Plus, Sure, Infusium, and Vitalis.”

Mr. Mininberg continued, “This transaction advances Helen of Troy’s strategy to focus its resources on its growing portfolio of eight Leadership Brands. These are OXO, Hydro Flask, Vicks, Braun, PUR, Honeywell, Drybar, and HOT Tools, all of which leverage our shared services platform, deliver strong cash flow, and provide a global presence we can build on as we continue to execute our strategic Transformation Plan. Our Leadership Brands are among our highest volume and highest margin brands, which together comprised over 80% of global sales in fiscal year 2021. In our Beauty segment, we continue to be focused on accelerating the growth of our global appliance and prestige liquids businesses under the Revlon, Drybar, and HOT Tools brand names. We expect this divestiture to help us accelerate our top and bottom-line growth rates and allow us to redeploy the capital in line with Helen of Troy’s capital allocation strategy.”

Jim Daniels, CEO of HRB Brands LLC, said, “We are very excited about the announcement to extend our trusted brand lineup. We are extremely pleased to add these respected, well-known brands with enduring equity competing primarily in the Hair Care, Deodorant, and Fragrance categories. We believe this combination, together with our distinctive entrepreneurial culture, lean operating structure, and efficient business model, will enable HRB Brands LLC to continue to bring innovative and category leading innovations to market.”


  • Helen of Troy Limited sold its mass-market Personal Care business, not including the Latin America and Caribbean regions, to HRB Brands LLC for $44.7 million in cash.
  • Cantor Fitzgerald provided lead advisory services and Baker & McKenzie LLP served as legal counsel to Helen of Troy on the transaction. Gibson Dunn served as legal counsel to HRB Brands LLC on the transaction.

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