Organic Monitor heralds Lansinoh’s entrance in natural personal care market

By Andrew McDougall

- Last updated on GMT

Related tags: Organic food, Mergers and acquisitions

Organic Monitor stated how the acquisition route is one which many companies are taking as a good option to enter the natural personal care market following Lansinoh Laboratories’ acquisition of the Earth Friendly Baby brand.

Lansinoh is a supplier of products for breast-feeding mothers and will work with the natural skin care brand to develop products to soothe the skin of this demographic and build on its existing business.

Organic Monitor commented that this is yet another acquisition in the fast-growing natural personal care industry.

According to the natural and organic research company, high market growth rates have attracted a number of new entrants, with many like Lansinoh preferring the acquisition route.

Previous acquisitions have been by large multinationals, such as L'Oreal, Colgate-Palmolive, Clarins as well as investment firms and consumer goods companies. More merger and acquisition activity is expected.

Natural skin care

The Earth Friendly Baby range comprises natural skin care products, like shampoos and bubble bath, which contain certified organic ingredients and are free from synthetic chemicals.

The company was bought by HealthQuest in 2004, and this helped the brand to establish itself in the natural baby care segment.

The products are distributed primarily in the UK, in pharmacies like Boots, supermarkets like Sainsbury's, as well as health food stores, and Lansinoh CEO, Kevin Vyse-Peacock stated that the acquisition is a good fit for both parties.

"Breastfeeding moms have long depended on the purity of Lansinoh HPA Lanolin, a product developed by a breastfeeding mom herself, to soothe and heal sore nipples and skin,”​ he said.

“With this new acquisition, we extend the legacy of Lansinoh's commitment to purity and bring a world-class, award-winning line of natural baby products to families everywhere.”

Earth Friendly Baby products are also in the US, in specialist retailers and in several northeast regional Whole Foods Market stores. The Earth Friendly Baby range will join Lansinoh breastfeeding products and the momma brand toddler-feeding products.

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