Helen of Troy Limited (NASDAQ: HELE) is a leading global consumer products company offering creative products and solutions for our customers through a diversified portfolio of well-recognized and widely-trusted brands.
We have built leading market positions through new product innovation, product quality and competitive pricing. As of March 1, 2023 (the beginning of our fiscal year 2024), we have two business segments: Beauty & Wellness and Home & Outdoor.
We sell certain of our products under trademarks licensed from third parties, and also market products under a number of trademarks that we own.
Home & Outdoor
Beauty & Wellness
Celebrating over 55 years of history
Helen of Troy began as a family business and was incorporated in Texas in 1968. The Company began trading on the NASDAQ in 1972 and reorganized in Bermuda in 1994. During this time the Company has evolved into a multinational organization with $2.005 billion in sales in fiscal 2024 and over 1,900 full-time associates around the world.
We have grown organically as well as through acquisition, with a proven ability to acquire and integrate businesses in attractive sectors. In fiscal 2023 we launched Project Pegasus, a global restructuring plan intended to expand operating margins through initiatives designed to improve efficiency and reduce costs. Pegasus includes initiatives to further optimize our brand portfolio, streamline and simplify the organization, accelerate cost of goods savings projects, enhance the efficiency of our supply chain network, optimize our indirect spending, and improve our cash flow and working capital, as well as other activities. We anticipate these initiatives will create operating efficiencies, as well as provide a platform to fund future growth investments.
In October of fiscal 2024, we introduced Elevate for Growth, our strategic plan for the next era of our Company, which spans from fiscal 2025 to fiscal 2030. The plan is designed to create significant value that builds on the foundation established during the Transformation era, and also leverages new ideas and accelerated capabilities. These strategies are designed to help us focus more on the most attractive opportunities, take our brand building and retailer partnerships to the next level, and fully leverage the scale and capability of an empowered operating company. We believe Elevate for Growth has ambitious yet achievable objectives, long-term targets, and a compelling and clear set of Where to Play and How to Win strategic choices to guide us.
With over 55 years of experience, we are just getting started. We elevate lives. We soar together. We are Helen of Troy.
Our Heritage
SEP/2003
Acquisition Of BRUT
BRUT was introduced to Paris in the 1960’s. Today, it is still one of the most well-known, fragrance-led male personal care brands preferred by men around the world.JUN/2004
Acquisition Of OXO
OXO makes everyday living better, with a range of thoughtfully designed products for the home: cooking, baking, cleaning, organization and baby. We look at everyday objects and activities and we see ways to make things simpler, easier, more thoughtfully designed, better.MAY/2007
Acquisition Of Belson
Catering to the professional, Belson offers styling tools and appliances sold under the Belson and the Hot ‘N Gold labels.OCT/2008
Acquisition Of Ogilvie
Beautiful timeless curls with a gentle, more effective formula to turn up the heat on your curls and waves for the just-from-the-salon-look.APR/2009
Acquisition Of Infusium
Have better-than-ever hair days every day with expert systems of shampoos, conditioners and leave-in treatments that replenish and restore hair.APR/2010
Acquisition Of Sure/PERT
SURE® first came to the U.S. market back in 1973 and remains a leading brand worldwide. Pert Plus offers multiple formulas for specific hair needs.JAN/2011
Acquisition Of Kaz
Founded on innovation in 1926, Kaz has become a world leader in high-quality healthcare and home environment products designed to improve people’s lives with new insights on everyday products. The company has evolved into a state of the art, dynamically-managed, global leader in healthcare devices and home comfort products. Kaz operates in over 65 countries on six continents with a brand portfolio that includes PUR, Vicks, Honeywell, Braun, and more.JAN/2012
Acquisition Of PUR
PUR has been developing innovative and affordable technologies for superior water filtration for over 30 years. PUR Faucet Filters are certified to reduce 70 chemical and physical substances, including lead.JAN/2014
Implemented Succession Planning
In January 2014, the Company appointed then CEO and President of the Company’s Health & Home segment, Julien R. Mininberg, as Helen of Troy’s new CEO, effective March 1, 2014.JUN/2014
Acquisition Of Healthy Directions
For 25 years, Healthy Directions has been a leading provider of premier doctor-formulated nutritional supplements, products, and expert natural health guidance. Their goal is simple: to help you lead a happier, healthier life.MAR/2015
Acquisition Of VapoSteam
Delivering the distinctive scent and relief that consumer’s love, Vick’s VapoSteam and VapoPads help relieve cough and congestion symptoms, adding to our stable of products that provide comfort to families around the world.APR/2015
Transformation Of Corporate Leadership Team
In April 2015, the Company announced a reorganization of its corporate departments and functions into three global shared service groups designed to drive increased collaboration, sharing of best practices and additional operating efficiencies. Each group is headed by a member of the executive leadership team: Global Finance, Global Operations, and Global Legal, Human Resources and Investor Relations.2015
New Multi-Year Transformational Strategy
During our Analyst Day in New York, management announced Phase I of our new multi-year transformational strategy designed to improve the performance of our business segments and strengthen our shared service capabilities. The seven initiatives that form this strategy drive our decisions on where we will operate and how we will achieve our goals in markets around the world. The overall design of our business and organizational plan is intended to create sustainable and profitable growth and improve organizational capability.MAR/2016
Acquisition Of Hydro Flask
Hydro Flask is committed to bringing consumers a life free of lukewarm products and experiences. Based in the outdoor mecca of Bend, Oregon, Hydro Flask has remained true to its outdoor enthusiast roots. As the leading insulated beverage bottle in the Sport/Outdoor and Natural Foods markets Hydro Flask has expanded its offering and now offers products in eight different categories: hydration, coffee, drinkware, beer/wine/spirits, food, accessories, soft coolers, and hydration packs.DEC/2017
Divestiture Of Healthy Directions
Divested Healthy Directions.MAY/2019
Transformation Strategy Part II
During our 2019 Analyst Day in New York, we announced Phase II of our multi-year transformation strategy, which is designed to drive the next five years of progress. The long-term objectives of Phase II include improved organic sales growth, continued margin expansion, and strategic and effective capital deployment. We expect Phase II will include continued investment in our Leadership Brands, with a focus on growing them through consumer-centric innovation, expanding them more aggressively outside the United States, and adding new brands through acquisition. We anticipate building further shared service capability and operating efficiency, as well as attracting, retaining, unifying and training the best people.JAN/2020
Acquisition Of Drybar
In January 2020, we completed the acquisition of Drybar Products LLC, a fast-growing, innovative, trendsetting prestige hair care and styling brand in the multi-billion-dollar beauty industry.DEC/2021
Acquisition Of Osprey
In December 2021, we completed the acquisition of Osprey Packs, Inc. a longtime U.S. leader in technical and everyday packs. Its outstanding product lineup includes a wide range of backpacks and daypacks for hiking, mountaineering, skiing, climbing, mountain biking, trail running, commuting, and school, as well as a rugged adventure travel packs, wheeled luggage, and travel accessories.APR/2022
Acquisition of Curlsmith
In April 2022, we completed the acquisition of Recipe Products Ltd, owner of Curlsmith, a category leader in the rapidly growing market for prestige haircare products for all types of curly and wavy hair.OCT/2022
Pegasus
In October 2022 we announced a comprehensive global restructuring plan called Project Pegasus intended to expand operating margins through initiatives designed to improve efficiency and reduce costs. Pegasus includes initiatives to further optimize our brand portfolio, streamline and simplify our organization, accelerate cost of goods savings projects, enhance the efficiency of our supply chain network, optimize our indirect spending, and improve our cash flow and working capital, as well as other activities.APR/2023
CEO Succession
In April 2023, we announced that Julien Mininberg planned to retire at the end of February 2024, when the term of his employment agreement is set to expire. Our Board appointed Noel Geoffroy to succeed Julien as CEO.OCT/2023
Elevate for Growth
During our Investor Day we announced Elevate for Growth, our strategic plan for the next era, which spans from fiscal 2025 to fiscal 2030. The plan is designed to create significant value that builds on the foundation established during the Transformation era, and also leverages new ideas and accelerated capabilities. These strategies are designed to help us focus more on the most attractive opportunities, take our brand building and retailer partnerships to the next level, and fully leverage the scale and capability of an empowered operating company.MAR/2024
CEO Succession
Noel Geoffroy, the Company’s Chief Operating Officer, becomes Chief Executive Officer, upon the retirement of Julien R. Mininberg.Our Global Offices
North America
Our North American offices stretch from the East coast to the West coast and from Canada to Mexico. These locations are home base for our brands, like OXO in New York or Drybar in Irvine, as well as our corporate team in El Paso, and distribution centers in Mississippi.
Location Spotlight
El Paso, TX
The El Paso office is home to our associates from our corporate shared services and Beauty teams. We’re strengthened by bonds with our local communities and partners in El Paso. Our investment in the community includes volunteering with Boys & Girls clubs and creating mentorship programs with UTEP and NMSU.
Boston, MA
Boston is an iconic city that has blossomed into a global hub for education and culture. The city’s commitment to diversity and its passionate sports scene add to the dynamic atmosphere. At Helen of Troy, we are not just a team, but pioneers at the forefront of innovation, driven by the spirit of our city. Embrace the opportunity to grow, lead, and make a lasting impact in an environment where history meets future, and you can be a part of something truly extraordinary!
Europe
Associates in our European locations help drive international market growth for each of our Health & Home, Housewares, and Beauty business segments.
Location Spotlight
Lausanne, Switzerland
Overlooking Lake Geneva, our Lausanne location serves as the home for our operations in Europe, Middle East, and Africa. This team includes associates from all over Europe and farther aboard, giving the Lausanne office its unique multicultural environment.
Asia-Pacific
Associates in our Asia-Pacific locations live and work in some of the region’s most bustling and vibrant cities. Our offices in Macau and Shenzhen serve as the hubs for our operations in Asia-Pacific. We build strong bonds with each other and with our local communities by celebrating family days and organizing charitable activities.
Location Spotlight
Shenzhen, Guangdong
Our Shenzhen team hosts our annual Supplier Summit. This is an opportunity for Helen of Troy associates from around the globe to attend the conference, along with hundreds of key suppliers and close partners. This event helps suppliers learn more about our business and build closer partnerships with the company.