Colgate-Palmolive signs an acquisition agreement for the American brand Hello Products, described as one of the fastest growing ‘naturally friendly’ premium oral care brands in the USA, with strong appeal among younger consumers and in various segments, for a value not disclosed. The transaction is expected to close by February 2020.

The brand offers toothbrushes, mouthwash, dental floss and toothpaste for adults and children, including lines with charcoal whitening, fluorine-free whitening, mojito whitening, sensitivity relief, watermelon, bubble gum, blue raspberry flavors and even toothpaste for kids.

Hello Products does not use potentially dangerous ingredients, eliminated peroxide, artificial sweeteners, synthetic dyes, artificial flavors, microspheres, triclosan and gluten. Best of all, each tube you buy comes with a free toothbrush.

Noel Wallace, President and CEO of Colgate said: “We have great respect for the Hello team and its impressive product line and we value the strong connection they have made with younger customers.

“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.”

Today, the company has personal care brands, including Colgate, Palmolive and Sanex.

Hello will continue to be managed by founder Craig Dubitsky and CEO Lauri Kien Kitcher.