Church & Dwight Acquires Miss Mouth’s Messy Eater Brand

Church & Dwight Co., Inc. has acquired fast-growing stain remover brand Miss Mouth’s Messy Eater for approximately $325 million. The digitally native brand appeals to Millennial and Gen Z parents and has a core following on Amazon.

Based in Asheville, NC, Miss Mouth recorded net sales of $80 million and EBITDA of $28 million for the twelve months through Dec. 31, 2025, according to Church & Dwight, which is No. 7 on Happi’s 2025 Top Companies Report.

“Strong online sales have catapulted the brand, becoming the #1 stain remover brand on Amazon. Customer loyalty and repeat usage have fueled rapid growth for the brand. The strength of the brand in ecommerce has now expanded to multiple US retailers in the first half of 2026,” said Rick Dierker, Church & Dwight’s chief executive officer.

“Miss Mouth’s is the type of high-performance brand that is uniquely positioned in the digital and social media marketing environment. Authentic, trusted online user reviews are powerful and we believe this will continue to drive gains in Miss Mouth’s market share,” added Dierker.

The acquisition, according to the CEO “squarely fits” into its acquisition strategy that focuses on adding No. 1 or No. 2 brands in a “proven category with strong margins that are asset-light and that can take advantage of our global sales, distribution, innovation and operations platforms.”

Miss Mouth’s net sales are expected to grow double digits over the next couple years as the brand continues to expand distribution and increase household penetration, according to Church & Dwight.

The brand is distributed across e-commerce and the mass class of trade and household penetration is low single digits compared to almost 50% for the category, said C&D.

The acquisition is expected to be neutral to the company’s 2026 EPS, inclusive of transition costs, acquisition-related expenses, interest expense, intangible amortization expense, and incremental marketing. It is expected to be accretive to cash earnings in 2027.

Proskauer Rose LLP acted as legal advisor to Church & Dwight.