Helen of Troy Limited
A publicly traded consumer-products company whose portfolio spans health and home, housewares, and beauty brands.
Last updated August 21, 2026
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Overview
Helen of Troy Limited is a publicly traded consumer-products company that designs, develops, imports, markets, and distributes branded products in health and home, housewares, and beauty. Although its corporate headquarters are in Hamilton, Bermuda, the company maintains major U.S. operations in El Paso, Texas, where its U.S. headquarters and shared-services center are located. Its portfolio includes owned brands such as OXO, Hydro Flask, Drybar, Hot Tools, and Osprey, together with licensed brands including Vicks, Braun, Honeywell, and PUR. The company traces its origins to a wig store opened in downtown El Paso in 1968. It entered the hair-appliance business in 1975 by supplying salons with hair dryers and curling irons. In 1980, Jerry Rubin, son of founder Louis Rubin, arranged a licensing agreement with Vidal Sassoon, establishing a business model that relied on combining brand licensing, product development, and international distribution. Helen of Troy subsequently expanded through both organic growth and acquisitions of companies, brands, and licensing rights. Its corporate history includes a 1993 reorganization into a Bermuda company. The tax inversion attracted legislative attention in the United States and contributed to the informal expression “Helen of Troy rules,” used in discussions of restrictions on corporate inversions. The company later broadened its consumer-products portfolio through major acquisitions. OXO International was acquired in 2004, adding a design-led housewares business. Kaz Incorporated was acquired in 2011, strengthening the health-care and home-environment portfolio through products sold under brands such as Vicks, Braun, Honeywell, and Kaz. Kaz’s acquisition of the PUR water-filtration business from Procter & Gamble followed in 2012. Helen of Troy added Hydro Flask through the 2016 acquisition of Steel Technology and bought Osprey Packs in 2021. The company historically operated a nutritional-supplements business, but divested that business in 2017. Its continuing operations were organized around Health & Home, Housewares, and Beauty. Health & Home includes thermometers, blood-pressure monitors, humidifiers, air-treatment equipment, fans, heaters, dehumidifiers, and water-filtration products. Housewares covers food preparation, storage, cleaning, organization, bathroom accessories, infant and nursery products, and reusable drinkware and food containers. Beauty includes hair appliances, grooming tools, styling products, brushes, and accessories. Helen of Troy uses a global supply chain and contracts with unaffiliated manufacturers, particularly in China and Mexico, for a substantial share of its finished goods. Some North American grooming, skin-care, and hair-care products are sourced from U.S. manufacturers. Distribution and office operations have included locations in the United States, Canada, Mexico, the United Kingdom, Switzerland, Macau, mainland China, and Hong Kong. The company’s portfolio strategy positions it between everyday consumer goods and differentiated, design-oriented branded products, with individual brands addressing distinct use cases and price points. Its present identity is therefore that of a multi-brand consumer-products house rather than a single-product manufacturer.
History
Helen of Troy Limited began in 1968 as a wig store in downtown El Paso. The business expanded into hair appliances in 1975, when it supplied professional salons with hair dryers and curling irons. A major early development came in 1980, when Jerry Rubin, the founder’s son, secured a licensing agreement with Vidal Sassoon. This helped establish the licensing-centered model that became characteristic of the company: Helen of Troy could combine recognizable names with its own product design, manufacturing relationships, marketing, and distribution capabilities. The company reorganized as a Bermuda corporation in 1993. That tax inversion became sufficiently prominent in U.S. policy debates that later anti-inversion provisions were informally associated with the “Helen of Troy rules.” The corporate structure did not prevent the company from continuing to expand its operating presence in the United States and internationally. Acquisition became a central growth mechanism. In June 2004, Helen of Troy acquired OXO International for $273.2 million, bringing a well-known design-led housewares business into the group. In January 2011, it completed the acquisition of Kaz Incorporated for $271.5 million. Kaz supplied consumer products for health care and home environments, including thermometers, humidifiers, fans, and related equipment, with products sold under Vicks, Braun, Honeywell, Stinger, Softheat, and Kaz brands. In January 2012, Kaz acquired the PUR water-purification business from Procter & Gamble, further strengthening the group’s water-filtration activities. Leadership succession followed in 2014. Jerry Rubin stepped down as chief executive under a planned succession arrangement, and Julien R. Mininberg became chief executive on March 1. Mininberg had previously led the company’s Healthcare/Home Environment segment. The group continued to reshape its portfolio by adding Steel Technology, the company associated with Hydro Flask, in March 2016 for approximately $210 million in cash, subject to customary adjustments. In December 2017, Helen of Troy divested its nutritional-supplements business, concentrating its continuing activities on three reportable segments: Health & Home, Housewares, and Beauty. By the late 2010s, Health & Home included health-monitoring devices, humidifiers, air treatment, climate-control products, and water filtration. Housewares centered on OXO and related products, as well as reusable drinkware and food containers. Beauty included hair appliances, grooming tools, styling products, and accessories. The company relied substantially on unaffiliated manufacturers, particularly in China and Mexico, while sourcing much of its North American grooming and hair-care products from U.S. manufacturers. Its international infrastructure included offices and distribution operations across North America, Europe, and Asia. In December 2021, Helen of Troy acquired Osprey Packs for $414 million. Osprey extended the group beyond traditional household and personal-care categories into outdoor packs and travel equipment. The acquisition illustrates the company’s continuing portfolio approach: assemble specialized consumer brands, preserve their distinct market identities, and use the parent company’s resources for distribution, operational support, and international expansion.
- 2021
Osprey Packs acquisition
[1]Helen of Troy purchased Osprey Packs for $414 million, adding outdoor and travel equipment.
- 2017
Nutritional-supplements business divested
[1]The company sold its former nutritional-supplements business and focused on three continuing reportable segments.
- 2016
Hydro Flask added through Steel Technology
[1]Helen of Troy acquired Steel Technology, the company operating the Hydro Flask brand, for approximately $210 million in cash.
- 2014
Planned chief executive succession
[1]Julien R. Mininberg became chief executive on March 1, succeeding Jerry Rubin.
- 2012
PUR water-filtration business added
[1]Kaz acquired the PUR water-purification business from Procter & Gamble.
- 2011
Kaz Incorporated acquisition
[1]The company completed its $271.5 million acquisition of Kaz Incorporated, expanding health-care and home-environment products.
- 2004
OXO International acquisition
[1]Helen of Troy acquired OXO International for $273.2 million, entering a larger housewares platform.
- 1993
Reorganization as a Bermuda company
[1]Helen of Troy reorganized as a Bermuda corporation in a tax inversion that later became associated with U.S. anti-inversion legislation.
- 1980
Vidal Sassoon licensing agreement
[1]Jerry Rubin entered into a licensing agreement with Vidal Sassoon, helping establish the company’s branded licensing model.
- 1975
Entry into hair appliances
[1]The company began supplying salons with hair dryers and curling irons.
Products and positioning
A diversified, multi-brand consumer-products company combining licensed global brands with owned, design-led brands across health and home, housewares, beauty, and outdoor equipment.
Housewares
OXO
OXO is Helen of Troy’s design-oriented housewares platform. Its products include food-preparation tools, kitchen gadgets, storage and organization products, cleaning equipment, bathroom accessories, and related household products. The brand is associated with ergonomic handling and practical problem-solving, and its portfolio also includes OXO tot products for feeding and nursery use.
Housewares and drinkware
Hydro Flask
Hydro Flask offers insulated bottles, jugs, tumblers, travel mugs, food containers, and other reusable drinkware. Helen of Troy added the brand through its 2016 acquisition of Steel Technology. Hydro Flask broadened the company’s housewares presence into portable hydration and outdoor-oriented reusable products.
Outdoor equipment · 1974
Osprey
Osprey Packs is an outdoor and travel-equipment brand offering packs and related carrying products. Helen of Troy acquired Osprey in 2021, expanding the portfolio beyond household, health, and beauty products into outdoor recreation and travel.
Health and home
Vicks
Vicks-branded products in Helen of Troy’s portfolio include consumer health and home-environment equipment such as thermometers, humidifiers, and related products. The brand is used under license and is part of the Health & Home segment.
Health and home
Braun
Braun products distributed through Helen of Troy include health-monitoring and home-environment products, including thermometers and related equipment. The brand is licensed and contributes to the company’s Health & Home activities.
Water filtration
PUR
PUR is a water-filtration brand covering faucet-mounted filtration systems and pitcher-based filtration products. The business entered Helen of Troy’s portfolio through Kaz’s acquisition of PUR from Procter & Gamble in 2012.
Beauty
Drybar
Drybar products are part of Helen of Troy’s beauty portfolio and include hair-care appliances, styling tools, and related hair products. The brand operates within the Beauty segment alongside other professional and consumer hair-care offerings.
Beauty appliances
Hot Tools
Hot Tools offers hair-care appliances and styling equipment for consumer and professional use. Its range fits Helen of Troy’s Beauty segment, which includes hair dryers, styling appliances, brushes, grooming tools, and decorative hair accessories.
Brand decisions
2021
Acquisition of Osprey PacksM&ABackground
The company continued to broaden its portfolio with differentiated consumer brands.
Action taken
Helen of Troy acquired Osprey Packs for $414 million in December 2021.
Aftermath
The transaction added outdoor packs and travel equipment to the company’s brand portfolio.
Acquisition price. $414 million (December 2021)
2017
Exit from nutritional supplementsStrategyBackground
Helen of Troy reviewed its portfolio and prioritized its principal consumer-products categories.
Action taken
The company divested its former nutritional-supplements business in December 2017.
Aftermath
Continuing operations were concentrated in Health & Home, Housewares, and Beauty.
2016
Acquisition of Steel TechnologyM&ABackground
Helen of Troy sought to expand its housewares portfolio into reusable drinkware and hydration products.
Action taken
The company acquired Steel Technology, which operated Hydro Flask, for approximately $210 million in cash.
Aftermath
Hydro Flask became part of the Housewares segment and extended the group’s reach into outdoor-oriented drinkware.
Acquisition price. Approximately $210 million (March 2016)
2011
Acquisition of Kaz IncorporatedM&ABackground
The company aimed to strengthen its health-care and home-environment activities.
Action taken
Helen of Troy completed the acquisition of Kaz Incorporated for $271.5 million in January 2011.
Aftermath
The transaction added products sold under Vicks, Braun, Honeywell, Kaz, Stinger, and Softheat.
Acquisition price. $271.5 million (January 2011)
2004
Acquisition of OXO InternationalM&ABackground
Helen of Troy sought to expand beyond beauty and personal-care products into design-led household goods.
Action taken
The company acquired OXO International for $273.2 million in June 2004.
Aftermath
OXO became a major housewares platform within Helen of Troy.
Acquisition price. $273.2 million (June 2004)
1993
Bermuda corporate reorganizationStrategyBackground
Helen of Troy reorganized as a Bermuda company through a tax inversion.
Action taken
The corporate domicile was changed to Bermuda while the company retained substantial U.S. operating activities.
Aftermath
The transaction became a prominent example in U.S. debates over corporate inversions and was associated with later tightening of inversion rules.
Recent events
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