Hello is a natural products company that appeals to younger consumers across broad segments, it said. 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 e-commerce.
Hello’s Craig Dubitsky, founder, and Lauri Kien Kotcher, CEO, will continue in their respective roles.
“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,” Noel Wallace, CEO and president, Colgate, said.
“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,” Kotcher said.
Wachtell, Lipton, Rosen & Katz acted as legal advisors to Colgate-Palmolive. Zukerman Gore Brandeis & Crossman acted as legal advisors and Piper Sandler acted as financial advisors to Hello Products.
Financial terms were not disclosed. The deal is expected to close no later than February 2020