Helen of Troy Limited announced one of its subsidiaries has acquired Recipe Products Ltd, the company that owns Curlsmith hair care products.
Curlsmith has a curl-focused range of conditioners, shampoos and co-washed created with trichologists and stylists who specialize in healthy hair. The formulas are purposefully designed for all types of curly and textured hair, are vegan-friendly, cruelty-free and do not use sulfates, parabens, silicones, mineral oils, phthalates, or diethanolamine (DEA). Curlsmith products are seen by the company as a strong fit with other Helen of Troy beauty and hair care brands, including Revlon, Hot Tools, Bed Head and Drybar.
Julien R. Mininberg, Helen of Troy CEO, stated, “We believe Curlsmith is an excellent fit with Helen of Troy, both strategically and financially. This transaction advanced Helen of Tory’s strategy to invest in businesses that can accelerate profitable growth in categories where we can add value and leverage our scalable operating platform. It aligns with a key Phase II M&A objective of tucking in early-stage, fast-growing and disruptive innovators to complement our portfolio of Leadership Brands.”
Mininberg continued, “Curlsmith is winning by empowering consumers with curly and textured hair to love the hair they have and simplify care. The business more than doubled in size between the calendar years 2020 and 202, and we expect it to continue to grow at a healthy double-digit rate. As our third transaction in Beauty so far in Phase II, Curlsmith will complement our Drybar, Revlon and Hot Tools brands by broadening our range of offerings to consumers and professionals across the good, better, and best segments and adding more prestige liquids to our portfolio.”
Michael Berski, Curlsmith Founder and CEO, added, “Helen of Troy has a talent for spotting exceptional indie brands that do things differently and turbocharging them. So, from the get-go, we knew that Curlsmith would be a compelling strategic fit. As a market-leading textured hair care brand, Curlsmith both complements and brings a new dimension to their already enviable prestige hair care portfolio.”
