CPG

In its first M&A move, Harry’s Labs acquires all-over-deodorant brand Lumē

The personal-care company’s incubation arm spoke to more than 100 different brands before landing on Lumē.
article cover

Harry's

· less than 3 min read

Stay up to date on the retail industry

All the news and insights retail pros need to know, all in one newsletter. Join over 180,000 retail professionals by subscribing today.

Today, personal-care company Harry’s Inc. announced the first M&A move for its Harry’s Labs incubation arm, and it smells pretty good. Harry’s is acquiring the DTC all-over-deodorant brand Lumē.

  • Lumē’s claim is that it doesn’t mask stink, it actually prevents it by blocking the ability for bacteria to consume, erm, odor-producing bodily fluids of all kinds.
  • Terms of the deal were not disclosed.

Fresh opportunity: Tehmina Haider, head of Harry's Labs, told us M&A has been a focus for the past year—a shift from product development—and that they spoke to over 100 different companies before settling on Lumē. She said the startup fits their goal to find products that serve “unmet consumer needs.”

  • It doesn’t hurt that the all-purpose-deodorant market in North America is worth $5.6 billion, per Mordor Intelligence.

“Odor control overall is a really large market, and there’s a very high number of consumers within [it],” Haider explained. “It’s really exciting for us to be continuing to expand our presence in such a big category where we still feel like there are whitespaces.”

What else? Looking ahead, Harry’s is looking for CPG brands across the personal care, beauty, pet care, and home categories. Haider’s team spends hours reading customer reviews, gauging social media interest and general traction.

Over the next couple of years, she said, Harry’s wants to buy up to eight brands for its portfolio: “Creating things that people like more, that’s our no. 1 criteria.”—JG

Stay up to date on the retail industry

All the news and insights retail pros need to know, all in one newsletter. Join over 180,000 retail professionals by subscribing today.