04 - 05 June 2025 in Munich CosmeticBusiness



30/08/2023 CosmeticBusiness

Fit Takes Over Mum

The Company Buys The Deodorant Brand from Procter & Gamble

Fit, known for its dishwashing liquid of the same name, has acquired the deodorant brand Mum from Procter & Gamble. The German company says it wants to strengthen its cosmetics business as well as its export business. The purchase price is being kept confidential. The brand acquisition, it adds, covers international rights except North and South America. According to fit, brand takeovers are an integral part of its business model. One example is the softener brand Kuschelweich, which was acquired from the Unilever Group in 2009 and is now the company's largest brand, according to fit. Further information …

fit GmbH
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