Church & Dwight (CHD)
Markets household and personal-care brands led by ARM & HAMMER, OXICLEAN, and THERABREATH.
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Church & Dwight sells the unglamorous things in the laundry room and the bathroom cabinet — baking soda and detergent, cat litter, mouthwash, acne patches, hand sanitizer. One old baking-soda name still carries about a third of the sales; the rest is a collection of smaller brands, built or bought one at a time and pushed through the same stores. Lately the company buys small fast-growing brands and sells off tired ones.
Item facts: FY2025 · year ended Dec 31, 2025, from filings, earnings calls and company pages.
Judgment weights, not filed revenue
The band summarizes business focus and direction. ~ marks estimates.
8 in detail · 15 more below
ARM & HAMMER
The baking-soda name stretched across detergent, cat litter, fabric softener and deodorant — about a third of company sales. Its detergent took a record 14.5% of the US laundry market in 2025; the thing to watch is whether shoppers keep reaching for the cheap shelf.
Competes with Tide and Gain detergent (P&G) · Tidy Cats litter (Nestlé Purina) · Fresh Step litter (Clorox) · Persil and all detergent (Henkel)
In plain English
Start with the yellow box of baking soda that sits in the back of the fridge. Church & Dwight put that name on laundry detergent, cat litter, fabric softener and deodorant, and prices all of it below the famous premium brands.
The money part is simple: supermarkets and mass retailers order by the truckload and pay when it arrives, with no subscriptions and nothing recurring. That makes the brand a bet on tight household budgets — when money is short, people move down to the cheap shelf, which is where this one lives. Its detergent now washes more American loads than anyone else's, and its cat litter is gaining too.
OXICLEAN
Stain-fighting powders and sprays, and the middle rung of the laundry line-up at roughly 7% of sales. Costco dropped it during 2025 — a setback management called a big headwind that the other brands had to cover.
Competes with Clorox bleach and stain removers (The Clorox Company) · Shout pre-treat spray (S.C. Johnson) · Tide laundry additives (P&G)
In plain English
Spilled wine, grass on a knee, a shirt collar gone grey. OxiClean is the tub of powder you scoop in on top of your detergent, plus the sprays you hit a stain with before it goes in the wash.
It sits a step above plain value detergent and a step below the premium names — what shoppers reach for when the cheap option didn't work, at a price in between. Chains buy it by the pallet, and that is also the fragile part: when one chain drops the line, as Costco did during 2025, those sales simply disappear and the rest of the cupboard has to make up the gap.
HERO
Mighty Patch acne stickers, roughly 5% of sales, with a record 19% of the US acne market in 2025. Growth cooled to about 5% in the first half of FY2026, so the next move is cleansers and more shelf room.
Competes with Starface hydrocolloid patches (Starface World) · PanOxyl benzoyl-peroxide wash (PanOxyl) · Peach & Lily skin care (Peach & Lily)
In plain English
A pimple sticker: a small clear dot you press over a spot at bedtime and peel off in the morning. Hero built an entire acne brand on that one idea, and management calls it the number-one acne name in the country.
Teenagers and their parents buy a box at the drugstore or online and come back, because spots keep coming. The plan is to sell those same people the rest of the routine — a face wash arrived in mid-2026. Two limits are plain: only about one household in ten buys acne patches at all, and rival brands hold twice as much shelf space.
TOUCHLAND
Scented hand sanitizer sold at beauty counters, bought in July 2025 for about $700 million plus an earn-out. It grew roughly 21% in the first half of FY2026 — which management then called slower than expected.
Competes with Purell hand sanitizer (GOJO Industries) · PocketBac scented sanitizers (Bath & Body Works) · Germ-X value sanitizer (Germ-X)
In plain English
Hand sanitizer people actually want to carry around: a flat pastel case small enough to clip to a bag, sold beside the makeup rather than next to the bandages.
Shoppers pay up for it at Sephora, Ulta, Target and Amazon, then buy another when it runs dry — a small treat that gets replaced. Church & Dwight paid roughly $700 million plus a performance payout for a brand doing about $130 million of annual sales, and is now waiting on clearances to sell it in more countries. The room to grow is the same thing as the risk: only about six households in a hundred have bought one, and most people have never heard the name.
BATISTE
Dry shampoo — a spray that hides greasy roots without water — at roughly 3% of sales. Sales abroad are strong while management works on what US shoppers get for the price, a drag it has flagged more than once.
Competes with Dove Dry Shampoo (Unilever) · Living Proof dry shampoo (Unilever) · Not Your Mother's dry shampoo (Not Your Mother's)
In plain English
No time to wash your hair? Spray the powder at the roots, rub it in, and the grease is hidden until tomorrow. Batiste sells that trick in a can.
A can lasts a few weeks, so buyers come back on a rhythm, and shops restock it the same way they restock shampoo. It is also the brand whose two halves disagree most: overseas it grows, while at home management has said it is repairing what the shopper gets for the price — and has called that a drag on the numbers on more than one call.
THERABREATH
Alcohol-free mouthwash, now the number-two US brand at roughly 8% of sales, with a toothpaste just added. Its share of mouthwash went from 21.8% to 25.3% over the last year — taken from rivals, not from a growing category.
Competes with Listerine mouthwash (Kenvue) · Crest and Scope (P&G) · Colgate Total toothpaste (Colgate-Palmolive)
In plain English
Mouthwash that doesn't burn. Most rinses carry alcohol, which stings; this one leaves it out and still goes after bad breath — which is why people who tried it kept buying it.
It is a bottle you finish and replace, sold through supermarkets, drugstores and more and more online. Church & Dwight bought it in 2021 and has been taking customers straight from Listerine, the long-time leader, in a category that is not growing on its own. The limit is physical rather than emotional: it holds under a fifth of the mouthwash space on store shelves.
WATERPIK
Countertop water flossers — a machine, not a refill, so buyers return after years rather than weeks. Roughly 5% of sales, narrowed to oral care after the showerhead line was exited in 2025, and unmentioned on the last two earnings calls.
Competes with Sonicare oral irrigators (Koninklijke Philips) · Oral-B water flossers (P&G)
In plain English
A small pump that shoots a thin jet of water between your teeth — string floss for people who hate string floss. Dentists recommend them, and a lot of the demand starts there.
Here is the awkward part of keeping a gadget inside a soap-and-powder company: a household buys one device and needs nothing for years, so there is no steady refill behind it. Motors and pumps also cost real money to build and much of that comes from overseas, which makes import taxes bite harder here than on anything else the company sells. The showerhead side of the brand was exited in 2025, leaving teeth.
Specialty Products Division
The sell-to-businesses arm — feed supplements for dairy, poultry and pig farms plus industrial baking soda — at 4.8% of sales, the only piece with its own published revenue line. Flat for six quarters, growing 2.8% last quarter.
Competes with Animal nutrition feed additives (Cargill) · Livestock probiotics (Lallemand) · Industrial soda ash and bicarbonate (Genesis Alkali)
In plain English
Everything else here ends up in a shopping basket; this part goes out on a loading dock. Farmers buy supplements — helpful bacteria and feed additives — to keep dairy cows, chickens and pigs healthy and producing. Bakeries, drug makers and fire-extinguisher plants buy sodium bicarbonate, which is plain baking soda made to industrial grades.
The cheques are bigger and rarer than a supermarket's, and demand follows farm economics: when milk prices sag, farmers trim what they feed. Sales have drifted down from about $348 million in 2022 to $299 million in 2025, though the line has stopped shrinking lately.
ARM & HAMMERThe baking-soda name stretched across detergent, cat litter, fabric softener and deodorant — about a third of company sales. Its detergent took a record 14.5% of the US laundry market in 2025; the thing to watch is whether shoppers keep reaching for the cheap shelf.The baking-soda name stretched across detergent, cat litter, fabric softener and deodorant — about a third of company sales. Its detergent took a record 14.5% of the US laundry market in 2025; the thing to watch is whether shoppers keep reaching for the cheap shelf.
In plain English
Start with the yellow box of baking soda that sits in the back of the fridge. Church & Dwight put that name on laundry detergent, cat litter, fabric softener and deodorant, and prices all of it below the famous premium brands.
The money part is simple: supermarkets and mass retailers order by the truckload and pay when it arrives, with no subscriptions and nothing recurring. That makes the brand a bet on tight household budgets — when money is short, people move down to the cheap shelf, which is where this one lives. Its detergent now washes more American loads than anyone else's, and its cat litter is gaining too.
Competes with Tide and Gain detergent (P&G) · Tidy Cats litter (Nestlé Purina) · Fresh Step litter (Clorox) · Persil and all detergent (Henkel)
OXICLEANStain-fighting powders and sprays, and the middle rung of the laundry line-up at roughly 7% of sales. Costco dropped it during 2025 — a setback management called a big headwind that the other brands had to cover.Stain-fighting powders and sprays, and the middle rung of the laundry line-up at roughly 7% of sales. Costco dropped it during 2025 — a setback management called a big headwind that the other brands had to cover.
In plain English
Spilled wine, grass on a knee, a shirt collar gone grey. OxiClean is the tub of powder you scoop in on top of your detergent, plus the sprays you hit a stain with before it goes in the wash.
It sits a step above plain value detergent and a step below the premium names — what shoppers reach for when the cheap option didn't work, at a price in between. Chains buy it by the pallet, and that is also the fragile part: when one chain drops the line, as Costco did during 2025, those sales simply disappear and the rest of the cupboard has to make up the gap.
Competes with Clorox bleach and stain removers (The Clorox Company) · Shout pre-treat spray (S.C. Johnson) · Tide laundry additives (P&G)
HEROMighty Patch acne stickers, roughly 5% of sales, with a record 19% of the US acne market in 2025. Growth cooled to about 5% in the first half of FY2026, so the next move is cleansers and more shelf room.Mighty Patch acne stickers, roughly 5% of sales, with a record 19% of the US acne market in 2025. Growth cooled to about 5% in the first half of FY2026, so the next move is cleansers and more shelf room.
In plain English
A pimple sticker: a small clear dot you press over a spot at bedtime and peel off in the morning. Hero built an entire acne brand on that one idea, and management calls it the number-one acne name in the country.
Teenagers and their parents buy a box at the drugstore or online and come back, because spots keep coming. The plan is to sell those same people the rest of the routine — a face wash arrived in mid-2026. Two limits are plain: only about one household in ten buys acne patches at all, and rival brands hold twice as much shelf space.
Competes with Starface hydrocolloid patches (Starface World) · PanOxyl benzoyl-peroxide wash (PanOxyl) · Peach & Lily skin care (Peach & Lily)
TOUCHLANDScented hand sanitizer sold at beauty counters, bought in July 2025 for about $700 million plus an earn-out. It grew roughly 21% in the first half of FY2026 — which management then called slower than expected.Scented hand sanitizer sold at beauty counters, bought in July 2025 for about $700 million plus an earn-out. It grew roughly 21% in the first half of FY2026 — which management then called slower than expected.
In plain English
Hand sanitizer people actually want to carry around: a flat pastel case small enough to clip to a bag, sold beside the makeup rather than next to the bandages.
Shoppers pay up for it at Sephora, Ulta, Target and Amazon, then buy another when it runs dry — a small treat that gets replaced. Church & Dwight paid roughly $700 million plus a performance payout for a brand doing about $130 million of annual sales, and is now waiting on clearances to sell it in more countries. The room to grow is the same thing as the risk: only about six households in a hundred have bought one, and most people have never heard the name.
Competes with Purell hand sanitizer (GOJO Industries) · PocketBac scented sanitizers (Bath & Body Works) · Germ-X value sanitizer (Germ-X)
BATISTEDry shampoo — a spray that hides greasy roots without water — at roughly 3% of sales. Sales abroad are strong while management works on what US shoppers get for the price, a drag it has flagged more than once.Dry shampoo — a spray that hides greasy roots without water — at roughly 3% of sales. Sales abroad are strong while management works on what US shoppers get for the price, a drag it has flagged more than once.
In plain English
No time to wash your hair? Spray the powder at the roots, rub it in, and the grease is hidden until tomorrow. Batiste sells that trick in a can.
A can lasts a few weeks, so buyers come back on a rhythm, and shops restock it the same way they restock shampoo. It is also the brand whose two halves disagree most: overseas it grows, while at home management has said it is repairing what the shopper gets for the price — and has called that a drag on the numbers on more than one call.
Competes with Dove Dry Shampoo (Unilever) · Living Proof dry shampoo (Unilever) · Not Your Mother's dry shampoo (Not Your Mother's)
THERABREATHAlcohol-free mouthwash, now the number-two US brand at roughly 8% of sales, with a toothpaste just added. Its share of mouthwash went from 21.8% to 25.3% over the last year — taken from rivals, not from a growing category.Alcohol-free mouthwash, now the number-two US brand at roughly 8% of sales, with a toothpaste just added. Its share of mouthwash went from 21.8% to 25.3% over the last year — taken from rivals, not from a growing category.
In plain English
Mouthwash that doesn't burn. Most rinses carry alcohol, which stings; this one leaves it out and still goes after bad breath — which is why people who tried it kept buying it.
It is a bottle you finish and replace, sold through supermarkets, drugstores and more and more online. Church & Dwight bought it in 2021 and has been taking customers straight from Listerine, the long-time leader, in a category that is not growing on its own. The limit is physical rather than emotional: it holds under a fifth of the mouthwash space on store shelves.
Competes with Listerine mouthwash (Kenvue) · Crest and Scope (P&G) · Colgate Total toothpaste (Colgate-Palmolive)
WATERPIKCountertop water flossers — a machine, not a refill, so buyers return after years rather than weeks. Roughly 5% of sales, narrowed to oral care after the showerhead line was exited in 2025, and unmentioned on the last two earnings calls.Countertop water flossers — a machine, not a refill, so buyers return after years rather than weeks. Roughly 5% of sales, narrowed to oral care after the showerhead line was exited in 2025, and unmentioned on the last two earnings calls.
In plain English
A small pump that shoots a thin jet of water between your teeth — string floss for people who hate string floss. Dentists recommend them, and a lot of the demand starts there.
Here is the awkward part of keeping a gadget inside a soap-and-powder company: a household buys one device and needs nothing for years, so there is no steady refill behind it. Motors and pumps also cost real money to build and much of that comes from overseas, which makes import taxes bite harder here than on anything else the company sells. The showerhead side of the brand was exited in 2025, leaving teeth.
Competes with Sonicare oral irrigators (Koninklijke Philips) · Oral-B water flossers (P&G)
Specialty Products DivisionThe sell-to-businesses arm — feed supplements for dairy, poultry and pig farms plus industrial baking soda — at 4.8% of sales, the only piece with its own published revenue line. Flat for six quarters, growing 2.8% last quarter.The sell-to-businesses arm — feed supplements for dairy, poultry and pig farms plus industrial baking soda — at 4.8% of sales, the only piece with its own published revenue line. Flat for six quarters, growing 2.8% last quarter.
In plain English
Everything else here ends up in a shopping basket; this part goes out on a loading dock. Farmers buy supplements — helpful bacteria and feed additives — to keep dairy cows, chickens and pigs healthy and producing. Bakeries, drug makers and fire-extinguisher plants buy sodium bicarbonate, which is plain baking soda made to industrial grades.
The cheques are bigger and rarer than a supermarket's, and demand follows farm economics: when milk prices sag, farmers trim what they feed. Sales have drifted down from about $348 million in 2022 to $299 million in 2025, though the line has stopped shrinking lately.
Competes with Animal nutrition feed additives (Cargill) · Livestock probiotics (Lallemand) · Industrial soda ash and bicarbonate (Genesis Alkali)
Named in filings, launches and programs
- MISS MOUTH's Messy EaterBrand · RampingPremium stain remover bought for about $325 million in May 2026; number one on Amazon, with shoppers buying over 50% more of it last quarter.
- Consumer InternationalSegmentThe overseas business, about $1.1 billion — seven company-owned arms plus distributor partners, and the piece management has said it wants to roughly double.
- ORAJELBrandNumbing gels for toothache and teething, part of the roughly $1 billion oral-care shelf management wants to push toward $1.5 billion.
- TROJANBrandCondoms and sexual-health products; LifeStyles Healthcare is the rival named on the same shelf.
- FIRST RESPONSEBrandHome pregnancy and ovulation tests — a small purchase made at a moment that matters, in the same drugstore aisle as the rest.
- ZICAMBrandCold remedies, named as one of the brands driving US growth in the quarter ended June 2026.
- NAIRBrandHair-removal creams and waxes, with Edgewell Personal Care named as the competitor.
- XTRABrandThe cheapest rung of the laundry line-up, sitting below ARM & HAMMER for shoppers counting every dollar.
- ARM & HAMMER trademark licensingEcosystemOther companies pay to put the name on their own products — about $1 billion of retail sales, earning royalties and doubling as a shopping list for deals.
- WalmartCustomer programRoughly 23% of everything the company sells goes out through Walmart; no other retailer accounts for more than 10%.
- GraphicoBrandThe Japanese distributor that used to sell OxiClean there, bought in 2024 — local plumbing the company now pushes its American brands through.
- Armand ProductsBrandA fifty-fifty venture with Occidental Chemical that makes the potassium carbonate and bicarbonate line for the business-to-business side.
- VIVISCAL and TOPPIKBrandSupplements for thinning hair and fibers that hide thin patches; Toppik came in a 2016 purchase for $175.3 million.
- STERIMAR, FEMFRESH, CURASH, GRAVOLBrandLocal health and personal-care names sold outside the US only — the kind of shelf presence the overseas arms exist to carry.
- ARRID, SIMPLY SALINE, CLEAN SHOWER, ORANGE GLOBrandSmaller antiperspirant, saline-spray and cleaning brands — the long tail sitting beneath the power brands.
MISS MOUTH's Messy EaterBrand · Ramping
Premium stain remover bought for about $325 million in May 2026; number one on Amazon, with shoppers buying over 50% more of it last quarter.
Consumer InternationalSegment
The overseas business, about $1.1 billion — seven company-owned arms plus distributor partners, and the piece management has said it wants to roughly double.
ORAJELBrand
Numbing gels for toothache and teething, part of the roughly $1 billion oral-care shelf management wants to push toward $1.5 billion.
TROJANBrand
Condoms and sexual-health products; LifeStyles Healthcare is the rival named on the same shelf.
FIRST RESPONSEBrand
Home pregnancy and ovulation tests — a small purchase made at a moment that matters, in the same drugstore aisle as the rest.
ZICAMBrand
Cold remedies, named as one of the brands driving US growth in the quarter ended June 2026.
NAIRBrand
Hair-removal creams and waxes, with Edgewell Personal Care named as the competitor.
XTRABrand
The cheapest rung of the laundry line-up, sitting below ARM & HAMMER for shoppers counting every dollar.
ARM & HAMMER trademark licensingEcosystem
Other companies pay to put the name on their own products — about $1 billion of retail sales, earning royalties and doubling as a shopping list for deals.
WalmartCustomer program
Roughly 23% of everything the company sells goes out through Walmart; no other retailer accounts for more than 10%.
GraphicoBrand
The Japanese distributor that used to sell OxiClean there, bought in 2024 — local plumbing the company now pushes its American brands through.
Armand ProductsBrand
A fifty-fifty venture with Occidental Chemical that makes the potassium carbonate and bicarbonate line for the business-to-business side.
VIVISCAL and TOPPIKBrand
Supplements for thinning hair and fibers that hide thin patches; Toppik came in a 2016 purchase for $175.3 million.
STERIMAR, FEMFRESH, CURASH, GRAVOLBrand
Local health and personal-care names sold outside the US only — the kind of shelf presence the overseas arms exist to carry.
ARRID, SIMPLY SALINE, CLEAN SHOWER, ORANGE GLOBrand
Smaller antiperspirant, saline-spray and cleaning brands — the long tail sitting beneath the power brands.