Henkel has closed the sale of two brands, Right Guard and Dry Idea, to Thriving Brands LLC, effective June 1, 2021. Both brands are mainly focused on the North American and UK markets. Last year, Henkel announced that the company had identified brands and categories with a total sales volume of more than one billion euros, predominantly in its consumer businesses, of which around 50% are marked to be divested or discontinued by 2021.
The two brands that have been sold were identified as non-core activities within the Henkel Beauty Care portfolio. Right Guard is a men’s grooming brand, offering anti-perspirants and shower gels and is mainly focused on the US and UK markets. Dry Idea is a North American women’s anti-perspirant brand. The transaction includes trademark rights and access to product formulations.