Colgate-Palmolive is acquiring oral care disrupter Hello Products, a portfolio company of Tenth Avenue Holdings, a New York City-based private, diversified holding company.
WHO: Hello has a distinct “naturally friendly” lifestyle positioning 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 sold only in the United States, primarily in food, drug, and mass retailers and through e-commerce.
Colgate-Palmolive is a leading global consumer products company, tightly focused on Oral Care, Personal Care, Home Care, and Pet Nutrition. Colgate sells its products in over 200 countries and territories around the world under internationally recognized brand names.
IN THEIR OWN WORDS: Noel Wallace, Colgate’s President and CEO, commented in a statement, “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 to NJ Biz, “We’re very fired up, we’re very lucky … [Colgate] is an incredible company. We’re just psyched about that. They’re the biggest oral care company in the world, in over 200 countries, and for a startup to be able to partner with the company like them with resources, reach and relevance, we’re over the moon.”
Hello’s CEO, Lauri Kien Kotcher, added, “Seeing how they have helped other companies grow and thrive in their portfolio, we are even more excited to join forces.”
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