Church & Dwight expands its consumer products portfolio with the acquisition of the Miss Mouth’s Messy Eater brand, known for its stain-removal solutions for families and children.
Church & Dwight Co., Inc.has signed and closed a definitive agreement to acquire the fast-growing Miss Mouth’s Messy Eater® brand for approximately $325 million. The brand has gained a rapid following among customers in need of fast-acting, non-toxic, on-the-spot stain removal across multiple surfaces. The transaction closed on May 28th.
Miss Mouth’s net sales and EBITDA for the twelve months through December 31, 2025, were approximately $80 million and $28 million.
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,” said Rick Dierker, Church & Dwight’s Chief Executive Officer.
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.”
Mr. Dierker continued, “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,” said Dierker. “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’s net sales are expected to grow double digits over the next couple years as the brand continues to expand distribution and increase household penetration. Today, the brand is distributed across ecommerce and the mass class of trade and household penetration is low single digits compared to almost 50% for the category. The acquisition is expected to be neutral to the Company’s 2026 EPS, inclusive of transition costs, acquisition-related expenses, interest expense, intangible amortization expense, and incremental marketing. It is expected to be accretive to cash earnings in 2027.
Proskauer Rose LLP acted as legal advisor to Church & Dwight.
About Church & Dwight Co., Inc.
Church & Dwight Co., Inc. (NYSE: CHD) founded in 1846, is the leading U.S. producer of sodium bicarbonate, popularly known as baking soda. The Company manufactures and markets a wide range of personal care, household, and specialty products under recognized brand names such as ARM & HAMMER®, TROJAN®, OXICLEAN®, FIRST RESPONSE®, NAIR®, ORAJEL®, XTRA®, BATISTE®, WATERPIK®, ZICAM®, THERABREATH®, HERO® and TOUCHLAND®. For more information, visit the Company’s website.
Church & Dwight has a longstanding heritage of commitment to people and the planet. In the early 1900’s, we began using recycled paperboard for all packaging of household products. Today, virtually all our paperboard packaging is from certified, sustainable sources. In 1970, the ARM & HAMMER™ brand introduced the first nationally distributed, phosphate-free detergent. That same year, Church & Dwight was honored to be one of a few corporate sponsors of the first annual Earth Day. Most recently in 2024 and 2025, our ongoing progress earned continued public recognition, including Time Magazine’s Ranking of the World’s Most Sustainable Companies, Newsweek Magazine’s Americas Most Responsible Companies, USA Today’s Ranking of America’s Climate Leaders, EPA’s Safer Choice Partner of the Year, FTSE4Good Index Series, amongst others.
