Church & Dwight announced that it has signed and closed a definitive agreement to acquire the fast-growing Miss Mouth’s Messy Eater brand for approximately $325 million.
Miss Mouth’s Messy Eater has built a strong following among consumers seeking fast-acting, non-toxic stain removal solutions across multiple surfaces. For the twelve months ended December 31, 2025, the brand generated approximately $80 million in net sales and $28 million in EBITDA.
According to Church & Dwight, strong online demand helped establish Miss Mouth’s as the leading stain remover brand on Amazon. The brand’s growth has been driven by customer loyalty, repeat purchases, and expansion beyond ecommerce into multiple U.S. retail channels during the first half of 2026.
The acquisition strengthens Church & Dwight’s Fabric Care portfolio and adds a digitally native brand that resonates with Millennial and Gen Z parents seeking safe, effective, and environmentally friendly cleaning products. The company believes Miss Mouth’s strong online reputation and positive consumer reviews will continue supporting market share growth.
Church & Dwight said the acquisition aligns with its long-standing strategy of acquiring leading brands in established categories that offer strong margins, asset-light operating models, and opportunities to benefit from the company’s global sales, distribution, innovation, and operations capabilities.
The company expects Miss Mouth’s net sales to grow at a double-digit rate over the next several years as distribution expands and household penetration increases. Church & Dwight noted that household penetration for the brand currently remains in the low single digits, compared with nearly 50% for the broader stain remover category.
Financially, the acquisition is expected to be neutral to Church & Dwight’s 2026 earnings per share, including transition costs, acquisition-related expenses, interest expense, intangible amortization, and incremental marketing investments. The company expects the transaction to be accretive to cash earnings beginning in 2027.
Proskauer Rose LLP served as legal advisor to Church & Dwight on the transaction.
KEY QUOTES:
“Strong online sales have catapulted the brand, becoming the #1 stain remover brand on Amazon. Customer loyalty and repeat usage have fueled rapid growth for the brand. The strength of the brand in ecommerce has now expanded to multiple US retailers in the first half of 2026.”
“We are thrilled to add the Miss Mouth’s brand to our strong Fabric Care portfolio. This digitally native brand has industry-leading appeal with Millennial and Gen Z parents looking for safe, effective, eco-friendly cleaning solutions. Miss Mouth’s is the type of high-performance brand that is uniquely positioned in the digital and social media marketing environment. Authentic, trusted online user reviews are powerful and we believe this will continue to drive gains in Miss Mouth’s market share.”
“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.”
Rick Dierker, Chief Executive Officer, Church & Dwight
