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

of sales
FY23 Net Sales: $0.0 million


Beauty & Wellness

of sales
FY23 Net Sales: $0.0 million


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 $2.1 billion in sales in fiscal 2023 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.

With over 55 years of experience, we are just getting started. We elevate lives. We soar together. We are Helen of Troy.

Our Heritage



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.



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.



Acquisition Of Belson

Catering to the professional, Belson offers styling tools and appliances sold under the Belson and the Hot ‘N Gold labels.



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.



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.



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.



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.



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.


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.



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.



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.


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.


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.



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.



Divestiture Of Healthy Directions

Divested Healthy Directions.


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.



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.


Divested Mass Market Personal Care Business

Divested Mass Market Personal Care Business



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.



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.




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.


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.

Our Global Offices

Helen of Troy is strengthened by the diversity of experiences of our associates in Texas, New York, China, Switzerland, and beyond. We embrace our differences and continuously look to reach higher and soar, together. That’s why our sense of community is second to none. In addition to our offices and distribution centers, we have many associates working remotely full-time in countries across North America, South America, Europe, and Asia.

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!

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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.


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.