Hello Products

Hello Products operates in the personal care market, specifically focusing on oral hygiene with a "naturally friendly" branding approach that resonates with younger consumers. The company was founded in 2012 by Craig Dubitsky and the first products were developed in 2013. Based in Montclair, New Jersey, Hello Products was established to bring a new perspective to a category Dubitsky felt was saturated with fear-based marketing and unappealing packaging.

Dubitsky is a serial entrepreneur with a history of involvement in successful consumer brands. Before Hello, he was a co-founder of eos, known for its spherical lip balm, and a founding board member of Method, a brand of cleaning products. His career began in commodities trading before he transitioned to consumer packaged goods, driven by the belief that no product category is inherently boring.

The company's business model revolves around creating and selling a wide range of oral care products, including toothpaste, mouthwash, toothbrushes, and floss for adults and children. Revenue is generated through sales in major food, drug, and mass-market retailers across the United States, such as Target, Walmart, and Whole Foods, as well as through e-commerce channels like Amazon and its own website, which account for about 15% of total sales. The product line features formulations with natural ingredients and avoids artificial sweeteners, flavors, and triclosan. Specific product lines include those with activated charcoal from sustainable bamboo, hemp-infused options, and chewable toothpaste tablets in plastic-free packaging. Hello has also expanded its product assortment into deodorants.

A significant milestone in the company's history was its acquisition by Colgate-Palmolive in January 2020 for a reported $351 million. The acquisition was seen as a strategic move for Colgate-Palmolive to strengthen its portfolio with a brand that has strong appeal among younger demographics and a distinct on-trend positioning. Following the acquisition, Hello Products continues to operate as an independent entity, with Dubitsky and CEO Lauri Kien Kotcher remaining in their leadership roles to guide the brand's growth. This structure has allowed Hello to maintain its unique brand identity and company culture while leveraging Colgate's global resources for potential international expansion.

Keywords: oral care, natural toothpaste, Craig Dubitsky, personal care, consumer packaged goods, e-commerce, retail, Colgate-Palmolive acquisition, vegan oral care, charcoal toothpaste, fluoride-free, natural ingredients, mouthwash, toothbrushes, floss, sustainable products, brand strategy, consumer health, beauty, deodorant, CBD personal care