Healthcare Brands Group acquires Lactona and strengthens position in oral care market

1 december 2024

In December 2024, Healthcare Brands Group (HBG) acquired Lactona Europe BV and Lactona Holding BV. This acquisition is an important step in the growth strategy of Healthcare Brands Group, which further expands its brand portfolio within the health and personal care market.


Founded in 1933, Lactona has built a strong reputation as a specialist in oral care products. The brand offers a wide range of high-quality toothbrushes, floss, and interdental brushes, and has been a trusted name among consumers and dental professionals for many years. With a focus on quality and innovation, Lactona contributes to optimal oral health, an essential component of overall well-being.

Karel van Wieren, CEO of Healthcare Brands Group, explains: 

"Lactona is a valuable addition to our ‘House of Health’. The brand has a rich history and a strong position in the market. By including Lactona in our portfolio, we not only strengthen our presence in the oral care sector but also contribute to our mission to support health and wellness at all levels." 

 

With this acquisition, HBG takes the next step in its ambition to provide consumers with a wide range of products that contribute to their health. The distribution, marketing, and further development of Lactona will be fully integrated within HBG, leveraging the existing expertise of the brand to achieve further growth.

About Lactona

Lactona is an established name in oral care and has been offering top-quality products for over 90 years. The brand combines scientific knowledge with innovative technologies to provide consumers and professionals with effective solutions for oral health. Lactona is a well-known brand and is appreciated for its interdental cleaning brushes (ragers), toothbrushes, and floss products. Lactona is a proud manufacturer based in the Netherlands, with a facility located in Bergen op Zoom.

Healthcare Brands Group acquires Synofit

door duda-wsm • 20 juni 2025
We are proud to announce that we have acquired the health brand Synofit. This acquisition marks an important step in expanding our portfolio of health brands. Collaboration with Founders The acquisition has been realized in close collaboration with the founders of Synofit, who will remain actively involved in the company. This unique approach ensures that the expertise and vision of the original founders are preserved while the brand benefits from our resources and experience. By working together with the founders, we can further strengthen the brand, enhance quality, and stimulate future growth. New Corporate Structure The company will now operate under the name Synofit Healthcare B.V., as part of the Healthcare Brands Group. This structure provides Synofit access to our extensive knowledge and resources while respecting the uniqueness of the brand. We are confident in the further development of Synofit and remain committed to the growth of the company within the health sector.

Healthcare Brands Group neemt Synofit over

20 juni 2025
We zijn trots om aan te kondigen dat we het gezondheidsmerk Synofit hebben overgenomen. Deze overname markeert een belangrijke stap in de uitbreiding van onze portfolio van gezondheidsmerken. Samenwerking met oprichters De overname is tot stand gekomen in nauwe samenwerking met de oprichters van Synofit, die actief betrokken blijven bij het bedrijf. Deze unieke aanpak zorgt ervoor dat de expertise en visie van de oorspronkelijke founders behouden blijft, terwijl het merk profiteert van onze middelen en ervaring. Door samen te werken met de oprichters kunnen we het merk verder versterken, de kwaliteit verhogen en toekomstige groei stimuleren. Nieuwe bedrijfsstructuur Het bedrijf zal voortaan opereren onder de naam Synofit Healthcare B.V., als onderdeel van Healthcare Brands Group. Deze structuur biedt Synofit toegang tot onze uitgebreide kennis en middelen, terwijl de eigenheid van het merk wordt gerespecteerd. We zijn vol vertrouwen in de verdere ontwikkeling van Synofit en blijven ons inzetten voor de groei van het bedrijf binnen de gezondheidssector.