Colgate Considers $1B+ Sale of Iconic Brands

Colgate-Palmolive is evaluating the sale of several mass-market personal care brands, including Softsoap, Irish Spring, and Speed Stick. The company has enlisted Goldman Sachs to manage this potential divestiture, which sources suggest could generate over $1 billion. This strategic move focuses on a select few brands from its personal care unit rather than the entire segment.

The personal care division, which includes deodorants, soaps, shower gels, and skincare products, achieved approximately $3.5 billion in net sales in 2025, constituting 17% of Colgate's total revenue. Oral care remains the company's dominant segment.

This potential sale is occurring as Colgate addresses declining volumes in its North American operations, experiencing a 3.2% drop in the first quarter. This downturn is attributed to consumers seeking more affordable options amidst rising costs and strained budgets.

The divestiture strategy mirrors actions taken by other consumer goods giants, such as Unilever and Nestle, who have recently offloaded non-core businesses to streamline operations and adapt to market dynamics.