Helen Of Troy To Sell Non-Appliance Personal Care Brands

Helen of Troy is looking to sell key brands in its personal care business, but does not include its assortment of beauty care appliances, the company announced on Monday, March 11.

The division, which is positioned as a subset of its Beauty segment, includes liquid, powder and aerosol products under brands such as Pert, Brut, Sure and Infusium.

Company officials said the potential divestiture would allow the company to focus its resources on its leadership brands, which include Braun, Honeywell, Hot Tools, Revlon, Oxo and Hydro Flask.

“Leadership brands remain the primary focus for Helen of Troy,” said Julien Mininberg, Helen of Troy’s CEO. “As it relates to our beauty segment, today’s announcement of a formal process for the personal care brands allows us to concentrate resources on beauty appliances, including our market-leading Hot Tools and Revlon brands.”

He noted that the company is focused on driving further improvements across its current businesses, geographic footprint, global shared services, and the overall strength of the organization while pursuing additions to the company’s leadership brand portfolio through acquisition.