Colgate Weighs $1 Billion Personal Care Brand Sale

Colgate-Palmolive is exploring the sale of mass-market personal-care brands Softsoap, Irish Spring and Speed Stick in a process advised by Goldman Sachs, according to people familiar with the matter. The brands, which span liquid and bar soaps and deodorants, could collectively fetch more than $1 billion, though no deal is guaranteed. The potential divestiture reflects Colgate’s effort to focus resources on its strongest businesses, particularly oral care, which generates nearly half of company sales, while personal care accounted for about 17% in 2025. The review comes as consumer-goods companies contend with tariffs, cautious consumer spending and higher input costs, while Colgate faces intensifying competition in North America and has described its recovery there as a long-term turnaround. Colgate and Goldman Sachs declined to comment.