Star Brands, the Leeds-based company behind the viral cleaning brand The Pink Stuff, has been acquired by RPM International Inc., a global company with over $7bn in sales. RPM, known for its portfolio of leading brands such as Rust-Oleum and DAP, has purchased Star Brands from Mobeus, which has owned the business since 2019.
The acquisition marks the culmination of a successful partnership between Mobeus and Star Brands, during which the company evolved from a private-label cleaning products manufacturer to a globally recognised consumer brand. The Pink Stuff’s success has been driven mainly by its viral presence on social media platforms, particularly TikTok, where it gained traction through the “CleanTok” trend.
Since Mobeus’s involvement, The Pink Stuff has expanded into 118 countries, with the US becoming its largest market. Partnerships with major retailers such as Walmart and Amazon have significantly increased sales, with revenues growing over fivefold to £150m. The company’s earnings before interest, tax, depreciation and amortisation (EBITDA) have increased 15 times during this period.
Mobeus has also facilitated strategic moves including the acquisition of Star Brands’ US distributor and efforts to strengthen the company’s intellectual property, particularly in the US and European markets. The sale is Mobeus’s largest realisation to date.
