Colgate-Palmolive Co. will acquire oral care brand Hello Products LLC in a deal announced Thursday.

Hello, which is headquartered in Montclair and creates vegan oral care products under the tagline “naturally friendly,” is a portfolio company of New York-based Tenth Avenue Holdings.

The company will continue to be led by founder Craig Dubitsky and Chief Executive Officer Lauri Kien Kotcher.

“We’re very fired up, we’re very lucky,” Dubitsky said of the acquisition. “[Colgate] is an incredible company. We’re just psyched about that. They’re the biggest oral care company in the world, in over 200 countries, and for a startup to be able to partner with the company like them with resources, reach and relevance, we’re over the moon.”

The acquisition puts Hello in the same pocket as one of its main competitors in the natural oral care space, Tom’s of Maine, which was acquired by Colgate for $100 million in 2006 after operating independently for 36 years.

Dubitsky said Hello and its soon-to-be sibling “appeal to a different brusher.”

“We skew younger, more millennial. It’s a different sort of cultural fit. It’s a ‘yes, and,’ not a ‘yes, or’ or a ‘yes, but,'” he said.

Colgate CEO and President Noel Wallace called Hello “a terrific complement to our Colgate and Tom’s of Maine brands” in a prepared statement.

“We have great respect for the Hello team and their impressive product line, and value the strong connection they have made with younger consumers,” he said.

Hello is currently available all over the United States, at box stores Target and Walmart and grocery stores like ShopRite and Wegmans. Colgate’s acquisition of the brand will allow the brand to extend its reach internationally.

“We’re this little company and oh my god, we’re out of our minds. This is the greatest thing to happen. We get to bring our products to more people in more places,” Dubitsky said. “There are a lot of people who can use some ‘naturally friendly’ magic all over the world. To be able to take it all over the world, this is always the dream. And now its a dream come true.”

Hello will continue to operate out of Montclair. The acquisition is expected to be completed no later than February 2020, and the transaction will be financed with a combination of cash and debt. The terms of the deal have not been disclosed.