Home Business NewsBusiness Reckitt Benckiser sells skincare brand E45 in £200m deal

Reckitt Benckiser sells skincare brand E45 in £200m deal

by LLB Reporter
24th Dec 21 9:37 am

Consumer giant Reckitt Benckiser has sold its skincare brand E45 in a £200m deal.

The Dettol and Durex owner told investors this morning that it is set to sell the business to Swedish group Karo Pharma.

Laxman Narasimhan, chief executive officer of Reckitt, said: “E45 is an iconic, trusted skincare brand that over 60 years has become a leader in science-based skincare.

“As we shift from a brand-led to a category-led growth strategy, we are focusing on high-growth categories with brands we can stretch into new places and spaces to support our medium-term growth ambitions, including 4-6% growth in health.

“Now is the right time to pass E45 on to a new owner, and we are confident that Karo will build on the strength of the E45 brand to capture the significant opportunities ahead.”

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