Consumer goods giant Ewing-based Church & Dwight Co. has signed and closed a definitive agreement to acquire the fast-growing stain-remover brand Miss Mouth’s Messy Eater®. The cash transaction, valued at approximately $325 million, officially closed on May 28.
The acquisition allows Church & Dwight to absorb a rapidly expanding, digitally native brand that has secured a massive following among young parents looking for fast-acting, non-toxic, and eco-friendly on-the-spot stain removal solutions.
Miss Mouth’s Messy Eater has demonstrated powerful market momentum over the last few years. For the twelve months ending December 31, 2025, the brand pulled in approximately $80 million in net sales and generated $28 million in earnings before interest, taxes, depreciation, and amortization (EBITDA).
The brand’s trajectory has been largely propelled by viral digital marketing and exceptional customer retention online.
“Strong online sales have catapulted the brand, becoming the #1 stain remover brand on Amazon,” said Rick Dierker, Church & Dwight’s Chief Executive Officer. “Customer loyalty and repeat usage have fueled rapid growth for the brand. The strength of the brand in e-commerce has now expanded to multiple U.S. retailers in the first half of 2026.”
Dierker emphasized that Miss Mouth’s fits perfectly into the company’s core M&A model, which prioritizes asset-light, high-margin products that hold a #1 or #2 position in a proven category. By moving the brand into Church & Dwight’s massive global distribution, sales, and operations network, executives predict net sales will continue to climb at a double-digit rate over the next few years.
Despite its dominant online footprint, Miss Mouth’s current household penetration hovers in the low single digits. By comparison, the broader stain removal category boasts a household penetration of nearly 50% across the United States.
The transaction is expected to be neutral to Church & Dwight’s 2026 earnings per share (EPS), as the company absorbs upfront transition costs, acquisition expenses, interest, and incremental marketing outlays. However, the asset is forecasted to be accretive to cash earnings beginning in 2027.
Strategic Fit: Miss Mouth’s joins an elite lineup of recognizable household names in Church & Dwight’s multi-billion dollar portfolio, which includes ARM & HAMMER®, OXICLEAN®, TROJAN®, FIRST RESPONSE®, THERABREATH®, and HERO®.
Law firm Proskauer Rose LLP acted as the legal advisor to Church & Dwight throughout the transaction process.
Founded in 1846 and headquartered in Ewing, New Jersey, Church & Dwight remains the leading domestic producer of sodium bicarbonate (baking soda) and one of the fastest-growing consumer packaged goods companies in the S&P 500.
