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Helen of Troy Explores Personal-Care Division Divestiture

The company's beauty business includes Pert, Brut, Sure and Infusium, which Helen of Troy is considering selling to focus on other brands, including Hot Tools.

Helen of Troy is weighing a sale, the company said Monday.

The brand said it is in the process of exploring the divestiture of its personal-care business, including Pert, Brut, Sure and Infusium, in order to focus on other “leadership brands” like Braun and Hot Tools.

“Leadership brands remain the primary focus for Helen of Troy,” Julien Mininberg, the company’s chief executive officer, said in a statement. “As it relates to our beauty segment, today’s announcement of a formal process for the personal-care brands allows us to concentrate resources of beauty appliances, including our market-leading Hot Tools and Revlon brands.”

Helen of Troy is just one of several businesses weighing beauty asset sales. In November, Bayer said it planned to sell the Coppertone sunscreen brand and Dr. Scholl’s foot-care product business. Nestlé is weighing the sale of its Nestlé Skin Health unit, which includes Proactiv and Cerave. And Johnson & Johnson just sold Roc, a mass-market antiaging brand, to Gryphon Partners.

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