Helen of Troy completes acquisition of Pert Plus, Sure

EL PASO, Texas Helen of Troy has closed its previously announced acquisition of the Pert Plus hair care and Sure antiperspirant and deodorant brands from Innovative Brands.

Pert Plus has a history as a leading brand in the $2 billion U.S. shampoo category through its development of the 2-in-1 shampoo and conditioner combination technology. Sure holds the position as a leading brand in the $1.7 billion U.S. antiperspirant and deodorant category.

"We expect to quickly integrate Pert Plus and Sure into our Idelle Labs division, which markets and manages our hair and skin care brands. We also expect the sales of the Pert Plus and Sure brands will be approximately $65 million on an annual basis, and the acquisitions will be accretive upon their integration," stated Gerald Rubin, chairman, CEO and president of Helen of Troy.