Procter & Gamble sells Infusium 23 brand to Helen of Troy

Procter & Gamble sells Infusium 23 brand to Helen of Troy

Procter & Gamble sells Infusium 23 brand to Helen of Troy

Personal care company Helen of Troy Ltd. has acquired Procter & Gamble Co.’s Infusium 23 hair care business, the company said Wednesday. The purchase price wasn’t disclosed.

P&G’s (NYSE: PG) Infusium 23 line is a global brand that includes shampoos, conditioners and hair treatments. It is marketed to hair-care professionals and consumers, according to a news release. The deal is expected to be completed by March 31.

The 84-year-old brand will be integrated into Helen of Troy’s Idelle Labs division, which also markets brands like Vitalis, Brut and Sea Breeze.

“We estimate that Infusium 23 will generate approximately $40 million in sales on an annualized basis with products that will be marketed into both retail and professional trade classes,” said Gerald Rubin, chairman, president and CEO of Helen of Troy.

Helen of Troy (NASDAQ: HELE), headquartered in El Paso, Texas, manufactures and markets personal care products, including hair dryers and hair-care accessories; and household products like kitchen tools and bar and wine accessories.