Church & Dwight Co. acquires Miss Mouth’s stain remover for $325M

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The basics:

• Church & Dwight close $325M Miss Mouth’s acquisition
• Stain remover brand generated about $80M in 2025 net sales
• Addition strengthens Church & Dwight’s fabric care portfolio
• Company expects earnings contributions from the deal starting in 2027

Ewing-based Church & Dwight Co. is adding stain remover Miss Mouth’s Messy Eater to its portfolio of fabric care products.

After the May 28 closing of the $325 million deal, Miss Mouth’s joins a lineup of detergent and laundry treatment products by Arm & Hammer, Xtra and Oxiclean, Church & Dwight announced.

Launched in 2020, Massachusetts-headquartered Miss Mouth’s makes stain removal products for clothing and other fabrics. It is marketed as a fast-acting, non-toxic solution for food, grease, coffee, wine and other common household stains. The brand’s sprays, pens and wipes have built a loyal following among parents and caregivers.

Miss Mouth’s began as an Amazon-based brand run by The Hate Stains Co. In 2024, consumer goods company Thrasio purchased the venture and then expanded it via e-commerce and retail distribution.

According to Church & Dwight, Miss Mouth’s generated approximately $80 million in net sales in 2025.

The company expects the brand’s sales to grow at a double-digit rate over the next several years as it lands in more stores. While the product currently sells online and through major retailers, only a small percentage of households use it, compared with about half of households in the broader stain-remover category, Church & Dwight noted.

The acquisition is not expected to have a significant impact on Church & Dwight’s earnings in 2026 because of related costs, but it is expected to contribute positively to earnings starting in 2027, the company said.

Getting Mouth-y

Church & Dwight CEO Rick Dierker commented, “We are thrilled to add the Miss Mouth’s brand to our strong Fabric Care portfolio. This digitally native brand has industry-leading appeal with Millennial and Gen Z parents looking for safe, effective, eco-friendly cleaning solutions. 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.”

He went on, “Acquiring the Miss Mouth’s brand squarely fits into our 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,” said Dierker. “Our strong balance sheet will continue to provide the flexibility to add additional high-quality acquisition opportunities. This capability has been a key driver of Church & Dwight’s consistently strong shareholder returns.”

The 180-year-old company‘s mix of household, personal care and health products also includes First Response, Trojan, Vitafusion, Lil Critters, Orange Glo, Kaboom, Arm & Hammer, Nair, Orajel, Arrid and Spinbrush.