EL PASO, Texas–Helen of Troy has acquired the global Infusium 23 patented hair-care business from Procter & Gamble.
A Helen of Troy statement did not disclose the purchase price. The Infusium 23 brand includes shampoos, conditioners and leave-in treatments. In the statement, Gerald Rubin, Helen of Troy’s chairman, president and chief executive officer, said the company expects Infusium 23 to generate about $40 million in sales on an annualized basis.
Rubin said Helen of Troy will “quickly integrate” the brand into its Idelle Labs division of skin and hair-care products—where it will join other patented brands such as Ogilvie, Vitalis, Final Net, Vitapointe, Condition 3-in-1, Brut, Sea Breeze and Ammens. The division sells products to hair-care professionals, mass merchants, drug stores and grocery stores.