This potential divestiture of these liquid products, the company said, will advance its strategy to focus its resources on its so-called “leadership brands” in hardware products that include product sold under brands names like Braun, Honeywell, PUR, Vicks, Hot Tools, OXO, and Hydro Flask. HOTUS described these lines as its "highest volume, highest margin and most asset-efficient" businesses.
“Leadership Brands remain the primary focus for Helen of Troy. As it relates to our beauty segment, today’s announcement of a formal process for the personal care brands allows us to concentrate resources on beauty appliances, including our market-leading Hot Tools and Revlon brands,” said Julien R. Mininberg, CEO.
P&G sold Infusium to Helen of Troy in 2009. Pert and Sure were also P&G brands at one point, too; HOTUS acquired them in 2006 from Innovative Brands. Unilever sold Brut to HOTUS in 2003.