Helen of Troy has acquired hair care brand Infusium 23 from Procter & Gamble Co. for an undisclosed sum, the firm announced Wednesday.

This story first appeared in the March 5, 2009 issue of WWD. Subscribe Today.

The transaction is expected to close by March 31.

Infusium 23 will be integrated into the El Paso-based company’s Idelle Labs division, which also houses the Ogilvie, Vitalis, Final Net, Condition 3-in-1 and Ammens brands.

Helen of Troy is best known for its wide range of branded heating appliances and brushes under the licensed trademarks of Revlon, Vidal Sassoon and Tigi. P&G became owner of Infusium 23 as part of its acquisition of Clairol in 2001.

Over the past several years, Infusium 23, which has a conditioning and treatment positioning, made strides in upgrading its formulations and packaging. Gerald J. Rubin, chairman, chief executive officer and president of Helen of Troy, said he expects Infusium to generate $40 million in sales on an annualized basis.