Colgate-Palmolive is evaluating a potential sale of a select group of its mass-market personal care brands, sources familiar with the matter said. The brands mentioned by the sources include Softsoap, Irish Spring and Speed Stick. The company has engaged investment bank Goldman Sachs to run the process, according to those people, who declined to be identified because the discussions are private.
The firm's personal care business encompasses deodorants, bar and liquid soaps, shower gels and skin care items. Insiders indicated that Colgate intends to part with only a small subset of brands inside that unit, and that the combined value of those assets could top $1 billion. Colgate-Palmolive and Goldman Sachs did not provide comment when contacted.
Sector context
The move comes amid a broader reshaping across global consumer goods companies as they react to tariffs, consumers struggling under tighter finances, and rising energy and input costs that are squeezing profits. Selling non-core assets lets conglomerates concentrate resources on higher-priority brands and simplify portfolios.
Recent activity in the sector illustrates this trend. Earlier this year, Unilever agreed to sell its food division to McCormick for $45 billion, and last year it spun off its Magnum ice cream unit after divesting more than 20 beauty and personal care brands to Yellow Wood Partners in 2024. This month, Nestle agreed to sell its vitamins business to Yellow Wood for roughly $1 billion after having sold a stake in its waters and premium beverages business to Platinum Equity.
Colgate's business mix and financial backdrop
New York-based Colgate-Palmolive has a market capitalization of about $70 billion, and its stock is up roughly 11% year-to-date, based on data from LSEG. In its most recent reported quarter, the company recorded a 4.9% increase in net sales, while organic sales in North America declined by 3%.
Chief Executive Noel Wallace told attendees at the Barclays consumer conference this week that the company is facing intensifying competition in the North American market and that positioning the business correctly will require a "long-term turnaround."
Colgate's personal care unit, which spans both mass and prestige brands, made up 17% of the company's net sales in 2025, an amount that implies roughly $3.5 billion of net sales attributed to that unit. Colgate's largest division remains oral care - led by its namesake toothpaste - which accounts for nearly half of group net sales. The company's other reporting segments include home care and pet nutrition.
Investor tools and evaluation
Investment screening tools referenced in company materials evaluate Colgate alongside many peers using numerous financial metrics. One such tool noted that it applies more than 100 metrics across fundamentals, momentum and valuation to identify opportunities. Examples of past winners cited by that tool include Super Micro Computer and AppLovin, which posted notable gains.
What is known and what is not
The company appears to be targeting only a limited number of mass-market personal care brands for divestiture rather than a wholesale sale of the entire unit. Sources say collective proceeds could exceed $1 billion, but no formal agreement has been announced and Colgate and Goldman Sachs declined to comment. Details on potential buyers, timing, or which specific assets beyond the names cited might be included have not been disclosed by the parties with knowledge of the deliberations.