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Stamford, CT www.highridgebrands.com Sales: $340 million Key personnel: James Daniels, president and chief executive officer Major products: Personal cleansers, hair care products, including Alberto VO5, Zest, LA Looks, Coast Comments: High Ridge Brands is a different company today thanks to a pair of deals that came after the company filed bankruptcy in late 2019. In April 2020, Perrigo Company acquired High Ridge’s oral care business (Reach, Firefly, Dr. Fresh and Binaca) for $113 million in cash, and Tengram Capital purchased the company’s hair care and skin cleansing business, which encompassed Alberto VO5, Zest, Coast, White Rain, LA Looks, Zero Frizz, Rave, Salon Grafix and Thicker Fuller Hair. With the closing of the deal with Tengram, former president and CEO of High Ridge, James Daniels, has returned to his role at the company. Patricia Lopez had been serving as CEO since Daniels left in 2017. “We are excited to be closed on this transaction and focused on running our business with Tengram Capital. While we are in unprecedented times, our strategy is clear and focused. We plan to reinvest in our team, strengthen the relationships across our supply chain, and ensure that customer service is once again priority one. Further, as the country unites to fight the Coronavirus, we plan to step up and do our part as well. This means ensuring that our supply chains remain efficient and our soap products specifically are getting into the hands of consumers and those medical providers on the front lines,” Daniels said in a press statement. In the mass market regular shampoo sector, Alberto-Culver held the fifth spot—trailing P&G, Unilever, Vogue and Garnier—with sales of $145.0 million, according to IRI data for the 52 weeks ended Oct. 16, 2019.
Stamford, CT www.highridgebrands.com Sales: $340 million
High Ridge Brands is a different company today thanks to a pair of deals that came after the company filed bankruptcy in late 2019.
In April 2020, Perrigo Company acquired High Ridge’s oral care business (Reach, Firefly, Dr. Fresh and Binaca) for $113 million in cash, and Tengram Capital purchased the company’s hair care and skin cleansing business, which encompassed Alberto VO5, Zest, Coast, White Rain, LA Looks, Zero Frizz, Rave, Salon Grafix and Thicker Fuller Hair. With the closing of the deal with Tengram, former president and CEO of High Ridge, James Daniels, has returned to his role at the company. Patricia Lopez had been serving as CEO since Daniels left in 2017.
“We are excited to be closed on this transaction and focused on running our business with Tengram Capital. While we are in unprecedented times, our strategy is clear and focused. We plan to reinvest in our team, strengthen the relationships across our supply chain, and ensure that customer service is once again priority one. Further, as the country unites to fight the Coronavirus, we plan to step up and do our part as well. This means ensuring that our supply chains remain efficient and our soap products specifically are getting into the hands of consumers and those medical providers on the front lines,” Daniels said in a press statement.
In the mass market regular shampoo sector, Alberto-Culver held the fifth spot—trailing P&G, Unilever, Vogue and Garnier—with sales of $145.0 million, according to IRI data for the 52 weeks ended Oct. 16, 2019.
Sales: $340 million (estimated).
High Ridge Brands, a company created in 2010 to acquire an existing brand (Zest) from Procter & Gamble, has developed and rolled out a new hair care line called SGX NYC. The range includes on-trend formulations like dry shampoo, dry oil, texturizers and curl enhancing products.
In international efforts, VO5 has been named as the official hair partner for a hit Irish TV reality show called Love Island.
High Ridge Brands has been part of the Clayton, Dubilier & Rice portfolio since 2016.
Stamford, CT www.highridgebrands.com
Sales: $347 million (estimated).
A year ago, High Ridge Brands appointed Patricia Lopez as chief executive officer. She has more than 25 years of experience in the personal care industry, including key positions at Avon and Procter & Gamble. Most recently, Lopez was senior vice president, general manager of the Estée Lauder and Aerin Beauty Products business in North America.
Just about a year ago, High Ridge Brands Co. was sold to Clayton, Dubilier & Rice in a transaction valued at $415 million. The company sells a number of staple personal care products, like soap and shampoo and this year added oral care. At the start of 2017, High Ridge Brands acquired Dr. Fresh, LLC from a private equity fund co-advised by NexPhase Capital, LP and Moelis Capital Partners LLC. Founded in 1998 and based in Buena Park, CA, Dr. Fresh is a provider of oral care products for all ages sold under well-known brands such as Firefly, Reach Dr. Fresh, Binaca and Dazzling White that are sold in mass, dollar, food and drug channels primarily in North America and Europe.
“We are delighted to announce this acquisition which brings well-known, trusted oral care brands such as Reach, Firefly, and Dr. Fresh to our portfolio,” said James Daniels, President and CEO of High Ridge Brands. “In today’s economy, consumers are looking for ways to stretch their budgets without compromising quality and performance.”
Daniels said the Dr. Fresh transaction will help further solidify High Ridge Brand’s position as the “Champions of Value” by providing retail partners and the consumers they serve with “innovative, benefit-rich personal care products at a compelling value.”
Stamford, CT 888.289.4111 www.highridgebrands.com
Sales: $310 million (estimated).
High Ridge Brands Co. was created by Brynwood Partners VI L.P. in December 2010 to purchase the Zest from Procter & Gamble and serve as a platform for further acquisitions that eventually would encompass Alberto VO5 in the US; worldwide marketing and brand rights to the Rave; global rights to the Coast; White Rain; Continental Fragrances (owner of the SalonGrafix); and several smaller personal care brands. But it is time to move on; Brynwood announced plans to divest High Ridge Brands Co. to Clayton, Dubilier & Rice. The transaction, valued at $415 million, was expected to close in the second quarter of 2016.
A mature soap brand, Zest recently returned TV as part of an integrated campaign to support the launch of Zest Fruitboost, a new line targeting teens and young women. In March, High Ridge Brands donated thousands of personal care products to The Boys & Girls Club of Greater Flint, MI to kick off Family-to-Family’s “Bath-Packs for Flint” campaign following the city’s water crisis.
Sales: $325 million (estimated).
High Ridge may have “more established” personal care properties—Alberto VO5, for example, is 60 this year—but those brands have been making big pushes on social media that are bound to reach younger and more tech-connected customers. For example, last summer, it asked consumers to vote for a new fragrance for Alberto VO5’s via the hair care line’s Facebook page. Fans picked Pure Sunshine (notes of pacific rose apple, white peony and cashmere wood), which launched officially in December 2014.
“We can’t thank our millions of loyal VO5 fans enough for their enthusiastic participation, and for their genuine role in making our newest fragrance a reality. Pure Sunshine is literally a fragrance of the people – VO5 people,” said Nina Riley, vice preisdent of marketing for VO5.
More recently, to mark VO5’s 60th birthday, High Ridge Brands created a Facebook-based petition for a star of its own on Hollywood Boulevard.
In addition, sister hair care brand LA Looks rolled out its latest model search on Facebook. Contestants will vie for the chance to win a trip to Los Angeles for a professional photo shoot and a surprise VIP experience, including airfare, car rental, hotel and a trip stipend. Next month fans will vote online to determine the two grand-prize winners.
Sales: $330 million (estimated).
This past year, High Ridge Brands undertook a major philanthropic endeavor with the Family-to-Family Shower To The People Program, which was designed to get personal care products in the hands of families that need it most—those living in poverty who many times forgo basic personal care products like soap and shampoo. As part of the program, “one million showers-worth” of High Ridge products (like VO5, Zest White Rain and others) were shipped to social service organizations in more than 20 states.
Consumers were also invited to help increase the donation—up to another two million showers worth of products—by redeeming specially-marked coupons for each participating brand. High Ridge worked with Family-to-Family, a grassroots hunger and poverty relief organization based in Hastings-on-Hudson, NY.
Sales: $320 million (estimated).
High Ridge Brands, which was formed by Brynwood Partners in January 2011, was on a buying spree in 2012. It added White Rain, Adorn, The Dry Look, Mink and Toni hair care brands to its stable. The new additions join Zest, Coast, Alberto VO5 and Rave.
The firm has big plans for White Rain, a personal care brand that has been around since 1952.
“We are excited to announce the acquisition of the White Rain brand,” said James Daniels, president and chief executive officer of High Ridge Brands. “We will revitalize the White Rain brand with a renewed focus on providing consumers with new and innovative value-oriented products.”
And there’s another Brynwood portfolio company making moves in the household and personal products industry.
Last year, Newhall Laboratories, which Brynwood acquired in late 2011, purchased several hair care brands—L.A. Looks, Dep Sport, Zero Frizz and Thicker Fuller Hair—as well as Soft & Dri female deodorant and Pure & Natural soap and body wash from Henkel.
Stamford, CT 888.289.4111 www.highridgebrands.com Sales: $200 million (estimated).
The “Coast” was clear for High Ridge Brands in 2012. In April the Stamford, CT-based company—which is part of Brynwood Partners VI L.P.—acquired the global rights to the iconic Coast personal cleansing brand from The Dial Corporation.
Originally launched in 1975, Coast was known as the “The Eye Opener” thanks to its invigorating scent. The Coast range now includes both bar soaps (Pacific Force and Arctic Boost) and body washes (Pacific Force and Urban Fuel).
According to James Daniels, president and CEO of High Ridge Brands, “Coast brand has a very loyal consumer following,” He said that High Ridge was looking forward to bringing “renewed attention and energy to Coast.”
The Coast purchase came less than a year after High Ridge signed a deal with Unilever to acquire the Alberto VO5 brand and marketing rights in the US and Puerto Rico as well as the rights to the Rave brand and marketing rights worldwide. (Unilever retained the rights to the Alberto VO5 brand outside the US and Puerto Rico).
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