Hello Products
Hello Products is a US personal care brand offering naturally-friendly, vegan, and cruelty-free oral care and deodorant products for adults and children. Founded in 2013 and acquired by Colgate-Palmolive in 2020, it sells through DTC e-commerce and national retail at premium price points.
- Company typePrivate
- Founded2013
- HeadquartersMontclair, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Hello Products does
Hello Products LLC is a US-based personal care brand founded in 2013 and headquartered in Montclair, New Jersey, specializing in naturally-friendly oral care and adjacent hygiene products. The company offers a portfolio spanning fluoride and fluoride-free toothpastes (including Whipped texture and Vitamin C whitening variants), alcohol-free mouthwashes, BPA-free toothbrushes with plant-based handles, dental floss, and aluminum-free deodorants, sold in adult and kids sub-lines. Product formulations are vegan, Leaping Bunny certified cruelty-free, ADA Accepted on select fluoride SKUs, and free from SLS, parabens, artificial flavors, sweeteners, and dyes; the portfolio is transitioning to APR-recognized recyclable HDPE #2 tubes. Proprietary technical elements include a vitamin C stain-neutralizing whitening system (clinically tested for 94% surface stain removal in 3 weeks and 2 shades whiter in 6 weeks) and a whipped toothpaste texture format.
Hello Products operates a hybrid go-to-market model combining direct-to-consumer e-commerce (hello-products.com, free shipping at $25+) with national retail distribution, leveraging bundled value packs and online-exclusive SKUs. Pricing is premium within the oral care category, with toothpastes at $5.99-$7.99 and deodorants at $7.99-$8.99. The company was acquired by Colgate-Palmolive in February 2020 from Tenth Avenue Holdings, financed through cash and debt, and now operates as a wholly-owned subsidiary under the parent's portfolio alongside Colgate and Tom's of Maine. Founder Craig Dubitsky and CEO Lauri Kien Kotcher remained in leadership post-acquisition, and Hello has continued investing in product innovation (Whipped texture launches) and AI-assisted marketing analytics through the parent company's AI infrastructure. The company is privately held with 11-50 employees and serves US consumers seeking clean-label personal care alternatives.
Hello Products firmographics
Firmographics- Name
- Hello Products
- Legal name
- Hello Products LLC
- Website
- https://hello-products.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hello Products is a US personal care brand offering naturally-friendly, vegan, and cruelty-free oral care and deodorant products for adults and children. Founded in 2013 and acquired by Colgate-Palmolive in 2020, it sells through DTC e-commerce and national retail at premium price points.
- Ownership category
- akta.pro rank
Hello Products industry classification
Industry- Product category
- Oral Care Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)
- akta.pro secondary industry
- Children’s Oral Care (Kids Toothpaste/Brushes/Training) (CRABAFAJ)
Keywords
Where Hello Products is headquartered
LocationHeadquarters
- HQ city
- Montclair
- HQ country
- United States
- HQ region
- North America
Markets served
Hello Products business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Hello Products sells directly to consumers through its e-commerce platform at hello-products.com, offering individual products and bundled sets across oral care and personal care categories.
- National Retail Distribution: Products sold through national retailers. The company's first product reached shelves at national retailers within six months of product inception in 2013, indicating established retail distribution partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual toothpaste products |
| Unit Pricing | Pay-as-you-go | Value bundles and gift sets |
| Unit Pricing | Pay-as-you-go | Deodorant products |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Hello Products product offering
Product offeringCore offering
Hello Products manufactures and sells a portfolio of vegan, cruelty-free oral care products — including fluoride and fluoride-free toothpastes, alcohol-free mouthwashes, plant-based toothbrushes, and peppermint floss — plus aluminum-free deodorants. The brand serves adults and children through direct-to-consumer e-commerce and national retail distribution, with products free from SLS, parabens, artificial flavors, artificial sweeteners, dyes, titanium dioxide, and gluten.
Product overview
Hello Products is a personal care brand offering a comprehensive portfolio of oral care and personal hygiene products for adults and children. The core product lines include fluoride and fluoride-free toothpastes (with variants like Whipped, Vitamin C Whitening, Activated Charcoal, Superfresh, Antiplaque, and Naturally Whitening formulations), alcohol-free mouthwashes (adult and kids formulations), BPA-free toothbrushes with plant-based materials (adult and kids designs), dental floss, and aluminum-free deodorants in multiple scents. The company also offers value bundles combining multiple products. All products are vegan, cruelty-free, and free from specific allergens like SLS, parabens, and artificial ingredients. Hello Products was acquired by Colgate-Palmolive in February 2020.
Differentiator
Problem solved
Functional benefit
Products and services
- Hello Whipped Fluoride Toothpaste (Peppermint Stick / Mellow Mint Dream) A foamy, dreamy fluoride toothpaste with a unique swirly nurdle shape that provides cavity-fighting protection while strengthening enamel; free from SLS, artificial flavors, sweeteners, titanium dioxide, parabens, and dyes. Targeted at adult consumers seeking naturally-formulated cavity protection.
- Hello Vitamin C Whitening Toothpaste with Fluoride Whitening fluoride toothpaste that uses vitamin C's stain-neutralizing power to deliver 2 shades whiter teeth in 6 weeks and 94% of surface stain removal in 3 weeks; enamel safe and safe for everyday use. Targeted at adults seeking natural whitening.
- Hello Activated Charcoal Epic Whitening Fluoride Free Toothpaste Fluoride-free whitening toothpaste formulated with activated charcoal and coconut oil in a fresh mint flavor; within ISO standard for enamel safety and safe for everyday use. Targeted at adults preferring fluoride-free whitening.
- Hello Superfresh Peppermint Fluoride Free Toothpaste Fluoride-free toothpaste providing fresh breath with natural peppermint flavor and coconut oil. Targeted at adults seeking fluoride-free, naturally-formulated daily toothpaste.
- Hello Antiplaque + Whitening Fluoride Free Toothpaste Fluoride-free natural peppermint toothpaste that helps brush away plaque by removing surface stains to prevent tartar formation and naturally whitens with friendly minerals. Targeted at adults wanting fluoride-free antiplaque and whitening.
- Hello Naturally Whitening Fluoride Toothpaste Anticavity fluoride toothpaste with farm-grown mint and coconut oil that provides natural whitening by removing surface stains. Targeted at adults seeking fluoride-based whitening.
- Hello Mighty Multi-Tasker Fluoride Toothpaste 8-in-1 fluoride toothpaste that helps crush cavities, tartar, plaque, gingivitis, tooth sensitivity, and bad breath, while strengthening enamel and whitening teeth. Targeted at adults wanting an all-in-one fluoride toothpaste.
- Hello Kids Toothpaste Varieties (Dragon Dazzle, Unicorn Sparkle, Magical Mermaid, Smiling Shark, Watermelon, Wild Strawberry, Penguin Chill) Kids fluoride and fluoride-free toothpastes in fun flavors including blue raspberry, bubble gum, orange dreamsicle, fruit punch, watermelon, wild strawberry, and cherry mint; provides cavity protection and enamel strengthening. Targeted at children and purchased by parents.
- Hello Extra Minty Alcohol Free Mouthwash Alcohol-free antibacterial mouthwash with extra minty flavor designed to leave the mouth feeling clean and refreshed; vegan and cruelty-free. Targeted at adults seeking alcohol-free mouthwash.
- Hello Peace Out, Plaque Antigingivitis Mouthwash Antigingivitis antiplaque mouthwash with natural mint, aloe vera, and coconut oil in a fluoride-free formula for daily use. Targeted at adults managing plaque and gingivitis.
- Hello Chill Mint with Activated Charcoal Mouthwash Alcohol-free mouthwash with chill mint flavor, activated charcoal, and coconut oil that delivers fresh mint zing without the sting. Targeted at adults wanting charcoal-based freshening.
- Hello Kids Unicorn Splash Fluoride Mouthwash Fluoride mouthwash for kids in bubble gum natural flavor; vegan and designed for young mouths. Targeted at children and purchased by parents.
- Hello Kids Watermelon Fluoride Free Mouthwash Fluoride-free mouthwash for kids with fresh watermelon natural flavor; alcohol-free and vegan. Targeted at children and purchased by parents seeking fluoride-free kids mouthwash.
- Hello Classic Toothbrush (Adult) BPA-free adult toothbrush with an ergonomic handle made from plant-based materials and precision-tapered soft bristles; gentle on gums while effectively cleaning teeth. Targeted at adult consumers.
- Hello Unicorn Kids Toothbrush Soft-bristle kids toothbrush with a wide-grip handle designed for small hands; BPA-free with plant-based materials. Targeted at children and purchased by parents.
- Hello Colorful Soft Toothbrush Twin Pack Twin pack of BPA-free soft-bristle toothbrushes with a colorful design; ergonomic handles made from plant-based materials. Targeted at adult consumers and households wanting a value twin pack.
- Hello Peppermint Floss Dental floss infused with peppermint and coconut oil, coated with vegan candelilla wax and xylitol; the textured thread gently grabs and lifts away buildup between teeth; vegan and not tested on animals. Targeted at adults seeking naturally-formulated floss.
- Hello Aluminum Free Deodorants (Multiple Variants) Vegan, aluminum-free deodorants with 24-hour clinically proven odor protection; available in multiple scents including Sunny Daze, Lavender Vanilla, Sweet Coconut, Unicorn, Golden Hour, Sage + Eucalyptus, Fresh Citrus, Wild Berry, and Clean + Fresh with Charcoal; dermatologically tested and free from baking soda and parabens. Targeted at adults seeking aluminum-free natural deodorant.
- Hello Value Bundles Curated product bundles including Whipped Fluoride Toothpaste Variety Pack, Family Fluoride Faves Bundle, Best of Hello Deodorant Set, Unicorn Magic + Sparkle Bundle, Kids Toothpaste and Toothbrush Variety Bundle, and Complete Charcoal Care Bundle; designed to provide savings and complete oral care routines. Targeted at adult consumers and households seeking multi-product value.
Quantifiable outcome
- 94% surface stain removal in 3 weeks with twice daily use (Vitamin C Whitening toothpaste)
- +2 more outcomes
Companies that use Hello Products
Customer profileSegments4 records
Ideal customer profiles4 records
Hello Products technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Hello Products partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
Hello Products competitors and assessment
Company assessmentBroad incumbents
- Crest: Crest (Procter & Gamble) is the mass-market toothpaste incumbent now extending into natural/SLS-free lines (Crest Pro-Health, Crest Gum and Enamel) that compete for Hello's shelf space at retail.
- Sensodyne: Sensodyne (Haleon/GSK) is a major toothpaste incumbent increasingly extending into natural, whitening, and sensitivity sub-segments that overlap with Hello's Mighty Multi-Tasker and Vitamin C Whitening SKUs.
- Arm & Hammer (Church & Dwight): Arm & Hammer (Church & Dwight) competes in mass oral care with baking-soda-based whitening and natural-positioned toothpaste lines that contest Hello's naturally-friendly shelf.
- Colgate: Colgate (Hello's parent brand) operates broadly in oral care including natural extensions (Colgate Zero, Tom's of Maine) that bracket Hello from both mass and natural sides within the same corporate portfolio.
Emerging players
- The Humble Co. The Humble Co. is a Swedish sustainable oral care brand with naturally-derived toothbrushes and toothpaste that competes for eco-conscious consumers in adjacent retail channels.
- Dr. Bronner's: Dr. Bronner's is a leading natural-ingredient certified-organic personal care brand that overlaps with Hello on vegan/cruelty-free positioning and a portion of the personal-care retail shelf.
Direct peers
- Burt's Bees: Burt's Bees (owned by Clorox) operates a comparable naturally-derived personal care portfolio including toothpaste, mouthwash, and deodorant with vegan/cruelty-free positioning similar to Hello Products.
- Schmidt's Naturals: Schmidt's Naturals (Unilever-owned) directly overlaps on the natural, aluminum-free deodorant product line with comparable price points and natural-ingredient positioning.
- Tom's of Maine: Tom's of Maine is the most direct competitor — also a Colgate-Palmolive brand focused on natural, SLS-free adult and kids toothpaste and oral care with comparable Leaping Bunny/vegan positioning.
- Native: Native (P&G-owned) is a direct competitor in natural, aluminum-free deodorant with vegan/cruelty-free claims and similar premium DTC-led positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Hello Products social profiles
Digital presenceHello Products compliance and trust
Trust signalCompliance6 records
Hello Products financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hello Products leadership team
Management profileNumber of profiles
Profiles2 records
Hello Products funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hello Products M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hello Products
What does Hello Products do?
Hello Products manufactures and sells a portfolio of vegan, cruelty-free oral care products — including fluoride and fluoride-free toothpastes, alcohol-free mouthwashes, plant-based toothbrushes, and peppermint floss — plus aluminum-free deodorants. The brand serves adults and children through direct-to-consumer e-commerce and national retail distribution, with products free from SLS, parabens, artificial flavors, artificial sweeteners, dyes, titanium dioxide, and gluten.
Is Hello Products a public or private company?
Hello Products is a private company. It is classified as corporate owned and is currently operating.
When was Hello Products founded?
Hello Products was founded in 2013. It employs 11 to 50 people.
Where is Hello Products based?
Hello Products is headquartered in Montclair, United States, in the North America region.
How does Hello Products make money?
Two revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are national Retail Distribution.
Who are Hello Products's main competitors?
Broad incumbents on record are Crest, Sensodyne, Arm & Hammer (Church & Dwight) and Colgate. Emerging players are The Humble Co. and Dr. Bronner's. Direct peers are Burt's Bees, Schmidt's Naturals, Tom's of Maine and Native.
Does Hello Products have an API?
No public API is recorded for Hello Products.
What industry is Hello Products in?
Hello Products's product category is Oral Care Products. Its primary akta.pro industry code is CRADAMAA, Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening), with a secondary code of CRABAFAJ, Children’s Oral Care (Kids Toothpaste/Brushes/Training). Its NAICS code is 32561 and its SIC code is 2844.