Houlihan Lokey Advises Star Brands Group (The Pink Stuff)

Transaction: The Pink Stuff - Star Brands - Mobeus - Rpm

Houlihan Lokey is pleased to announce that Star Brands Group, a high-growth U.K.-based household cleaning business and owner of The Pink Stuff brand, has been acquired by RPM International Inc. (NYSE:RPM; RPM). The transaction was signed and closed in April 2025.

Founded in 2008 and headquartered in Leeds, U.K., Star Brands Group is an international supplier of household products and owner of the iconic The Pink Stuff cleaning brand. Historically a private label manufacturer supplying the U.K. market, the group pivoted towards the branded segment following a buy-in management buyout by U.K.-based investor Mobeus Equity Partners in 2019. Since then, the management team has grown The Pink Stuff into a globally recognised leader in household cleaning products. Best known for its high-efficacy cleaning paste and engaging social media presence, the brand has been at the forefront of the emerging “CleanTok” trend in social media, building a viral global presence with millions of followers. The Pink Stuff has evolved into one of the fastest-growing brands in the U.S. household cleaning category via listings in Walmart and Amazon while expanding across Europe via retailers such as Action. The group generated fiscal year 2024 net sales of approximately £150 million.

Headquartered in Medina, Ohio, U.S., RPM owns subsidiaries that are world leaders in specialty coatings, sealants, building materials, and related services. The company operates across four reportable segments: consumer, construction products, performance coatings, and specialty products. RPM has a diverse portfolio of market-leading brands, including Rust-Oleum, DAP, Zinsser, Varathane, DayGlo, Legend Brands, Stonhard, Carboline, Tremco, and Dryvit. From homes and workplaces to infrastructure and precious landmarks, RPM’s brands are trusted by consumers and professionals alike to help build a better world. The company is ranked on the Fortune 500 and employs approximately 17,200 people worldwide.

The sale to RPM follows Star Brands Group’s acquisition of its U.S. distributor in 2023, a deal on which Houlihan Lokey also advised.

Houlihan Lokey acted as the exclusive corporate financial advisor to the shareholders of Star Brands Group, guiding them throughout the acquisition.

This deal represents another successful transaction for Houlihan Lokey in the household, beauty, and personal care sector.

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