Church & Dwight acquires Miss Mouth’s Messy Eater for USD 325M

USA – Church & Dwight Co., Inc. has closed its acquisition of the fast-growing Miss Mouth’s Messy Eater brand for USD 325 million, marking a strategic expansion into the high-performance stain removal segment within its Fabric Care portfolio. 

The transaction, which became final on May 28, 2026, brings on board a digitally native brand that has rapidly captured market share among parents seeking fast-acting, non-toxic, on-the-spot stain-cleaning solutions across multiple surfaces.

Rick Dierker, Church & Dwight’s Chief Executive Officer, stated, “Acquiring the Miss Mouth’s brand squarely fits into our acquisition strategy that focuses on adding #1 or #2 brands in a proven category with strong margins that are asset-light, and that can take advantage of our global sales, distribution, innovation and operations platforms.”

“Our strong balance sheet will continue to provide the flexibility to add additional high-quality acquisition opportunities. This capability has been a key driver of Church & Dwight’s consistently strong shareholder returns.”

Miss Mouth demonstrated strong financial momentum prior to the acquisition, recording approximately USD 80 million in net sales and USD 28 million in EBITDA for the twelve-month period ending December 31, 2025. 

The brand’s growth trajectory is driven by its authenticity and powerful online reviews, which have resonated deeply with Millennial and Gen Z parents seeking safe, effective, and eco-friendly cleaning products.

The acquisition is projected to be neutral to Church & Dwight’s 2026 earnings per share (EPS) when accounting for transition costs, acquisition-related expenses, interest expense, intangible amortization, and incremental marketing investments. 

Looking ahead, the deal is expected to become accretive to cash earnings in 2027, signalling long-term value creation for shareholders.

Miss Mouth’s Messy Eater offers a family-focused line of stain removal and laundry products, centred on its Stain Treater Spray (available in 4oz and 16oz bottles, including 2-pack and refill options) for tackling food, grease, and coffee stains on fabric and surfaces.

The brand also provides Stain Remover Wipes and Stain Treater Pens for on-the-go spot treatment, Laundry Detergent Sheets (30 or 60 loads) for hypoallergenic washing, and Messy Steppers shoe cleaner. 

All products are non-toxic, kid-friendly, paraben-free, phosphate-free, and dye-free, making them safe for baby clothes and sensitive skin while effectively removing tough stains without dry cleaning.

Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.