High Ridge Brands axes seven personal care brands


The US company has sold the brands to The Village Company, which already owns Sesame Street Bath Products and Mr. Bubble

After being on an acquisition roll over the past few years, High Ridge Brands has made a sale.

The company, which belongs to private equity firm Brynwood Partners, has sold the global assets and rights associated with seven personal care brands: Soft & Dri, La Bella, Dep, Pure & Natural, Mink Difference, Adorn and The Dry Look.

The new owner is The Village Company, a privately held manufacturer and marketer of personal care products also based in the US. The terms of the transaction were not disclosed.

Paul Norton, CEO of The Village Company, said: “We are thrilled to acquire these iconic brands and to expand The Village Company portfolio of personal care products. We look forward to integrating these brands into our organisation and are excited about the potential that this acquisition brings to our company. The addition of these well-known items to our product line will increase our value to retail partners and enhance our offering to meet even more consumer needs.”

The seven brands will join The Village Company’s portfolio of personal care products including Mr. Bubble, Sesame Street Bath Products and Village Naturals bath shoppe, among others.

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In October, High Ridge Brands added to its personal care line-up with the acquisition of a number of hair care brands from Continental Fragrances, including Salon Grafix, High Beams and Healthy Hair Nutrition (for more, click here). High Ridge is also the owner of Alberto VO5, which it bought from Unilever in 2011.