Oystershell acquires RID® brand from Bayer to become the global leader in lice treatment
July 24, 2020 – Ghent, Belgium – Oystershell has come to an agreement with Bayer HealthCare LLC to acquire RID®, one of the leading brands in lice treatment in the US. The acquisition fits perfectly with Oystershell’s strategy and is supported by its recent creation of two separate business units:
- Oystershell Consumer Health, managing its own selfcare brands such as Elimax®, Pistal®, Ultractive® and now RID®
- Oystershell Laboratories, developing and supplying innovative products across multiple selfcare categories that are being marketed under its partner’s brands
RID® is recognized for its strong consumer brand awareness, high levels of professional endorsement and its well-known brand logo and attributes. The product franchise includes several products to meet the needs of consumers and health professionals. In 2019, RID® achieved 25 million USD in retail sales and is the #2 brand in the US lice treatment market.
Mike Van Ganse, CEO of Oystershell, comments: “RID® is a very strong brand in the US with significant potential for further growth that will be driven by product innovations and strong marketing from our consumer health team. Over the past 10 years the Oystershell Innovation Lab has established industry-leading scientific know-how in the development of highly effective lice treatment products which makes Oystershell Consumer Health ideally positioned to modernize and build this trusted brand.”
Nicolas Linkens, Managing Director at Gilde Buy Out Partners, reference shareholder of Oystershell since 2017, mentions: “We fully support this important step for Oystershell. The acquisition of the RID® brand allows the company to have a direct presence in the largest OTC market in the world in a niche market that is well known to Oystershell.”
Sawaya Partners, LLC acted as financial advisor to Oystershell in the acquisition of the RID® brand.
About Oystershell – www.oystershell.com
Oystershell is an innovative player in the healthcare industry that specialises in developing and commercialising selfcare products. The firm has its own Innovation Lab that develops innovative products for its consumer health brands and for the leading brands of its partners.
The major brands of Oystershell Consumer Health are Elimax® and Pistal® in the Insects, Lice & Bugs category, and Ultractive® in the Magnesium category.
About RID® – www.ridlice.com
RID® offers a full range of products for lice treatment, super lice removal, or controlling lice in the domestic environment.