Colgate to buy US natural oral care brand | Progresiv
Colgate-Palmolive has agreed to buy Hello Products LLC, a premium natural oral care brand, from Tenth Avenue Holdings. 
Hello’s products are made without dyes, artificial sweeteners and other preservatives, and are vegan and eco-friendly. Its range includes adult and kids toothpaste, mouth rinse, toothbrushes and floss, which are sold only in the US primarily in food and pharmacy retailers and through e-commerce.
The terms of the deal have not been disclosed but Colgate stated that the acquisition will be funded with a combination of cash and debt, with it expecting to complete the transaction no later than next month. Hello will continue to be led by its founder Craig Dubitsky and Lauri Kien Kotcher, Chief Executive Officer.
Noel Wallace, Colgate’s President and CEO commented: “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.”
The move comes as Millenial and Gen Z consumers increasingly look for environmentally-friendly and natural products to replace traditional mass-produced goods. Colgate launched its own natural vegan-certified toothpaste earlier this month that comes in its first recyclable tube. (www.kamcity.com)
