What changed
Church & Dwight bought stain remover brand Miss Mouth's Messy Eater from Thrasio for about $325 million
When
Signed and closed May 28, 2026
Who it affects
Church & Dwight CEO Rick Dierker; seller Thrasio; lender Oaktree
What to do
Price your brand on EBITDA and category rank, not revenue

Key takeaways

  • Church & Dwight paid about $325 million, 4.1x sales and 11.6x EBITDA, for an Amazon number one with a 35 percent margin, from a seller repaying lenders.
  • The 2016 listing, its 47,195 ratings and its #1 rank survived Thrasio's bankruptcy; the roll-up's equity did not.
  • The buyer calls the brand over-indexed to online; its Touchland result shows the risk.

Miss Mouth's, from one listing to a $325M sale

  1. 4 oz spray first available on Amazon

  2. Thrasio buys The Hate Stains Co

  3. Thrasio files Chapter 11

  4. Thrasio emerges; stain brand up 100%+

  5. First full Walmart store launch

  6. Target launch in two aisles

  7. Sold to Church & Dwight for about $325M

The numbers

Church & Dwight's May 29, 2026 release gives the hard figures: about $325 million for a brand with net sales of about $80 million and adjusted EBITDA of about $28 million for calendar 2025. That is 4.1 times sales, 11.6 times EBITDA and a 35 percent margin, our math from the release. Taylor Sicard's June 2026 note reaches the same multiples and says the EBITDA multiple was the lowest of the buyer's last four deals.

The buyer expects the deal to be neutral to 2026 earnings per share and accretive to cash earnings in 2027. Household penetration is in the low single digits against almost 50 percent for the category, which is the growth case. On the October 30 third quarter call, CFO Lee McChesney said the brand is off to a great start, including a good Prime Day. Church & Dwight does not break out Miss Mouth's revenue.

The seller's side is thinner. Thrasio bought the brand's parent in 2020 for roughly $10 million, per Empire Flippers, unconfirmed in any filing.

  • About $325 million, signed and closed May 28, 2026
  • 4.1x sales, 11.6x EBITDA, 35 percent margin: our math from the buyer's figures
  • Per Oaktree's August 5, 2026 call, the sale repaid all of Thrasio's first-out term loan and most of its second-out loan

The deal, per Church & Dwight

$325Mpurchase price
$80M2025 net sales
$28M2025 adjusted EBITDA
4.1xsales multiple, our math
Source: Church & Dwight release, May 29, 2026

What they did

The product is older than the hype. The main Amazon listing shows a date first available of April 19, 2016 and a manufacturer of The Hate Stains Co, the small seller behind Emergency Stain Rescue and Road Spill. Sicard dates the business to 2015 and an analyst post says 2018; we go with the listing. Thrasio bought it in 2020.

Demand came from parents filming stains. Thrasio's August 2025 award release says one TikTok before-and-after video passed 30 million views, a company claim, and counted more than 75,000 Amazon reviews; by April 2026 the brand claimed almost 100,000. An EPA Safer Choice certification and a 2025 Good Housekeeping Parenting Award gave the bullets third-party proof.

Retail came last. Walmart on October 14, 2025 was the first full-scale store launch, five SKUs in the laundry aisle. Target followed on April 9, 2026 in both the Baby and Laundry aisles. Seven weeks later the brand was sold. Church & Dwight's release describes that order exactly: e-commerce first, then multiple U.S. retailers in the first half of 2026.

The listing structure did the rest. The 4 ounce bottle is the trial size and review engine; the 16 ounce bottle and refills carry the basket. On November 2 the 4 ounce sells at $1.99 an ounce and the 32 ounce refill at $1.53, the size ladder from our guide to Amazon variations.

The part most write-ups miss: a forced seller

Most coverage frames this as a 30x win on Thrasio's $10 million. The more useful fact is who needed the money. Oaktree Specialty Lending, a Thrasio lender, told investors on August 5, 2026 that the sale and other brand sales repaid 100 percent of the first-out term loan and most of the second-out, and that it marked its remaining position up from 80 to 99. The brand was sold to pay creditors. That is a motivated seller, and Sicard argues it is why the multiple came in below the buyer's other deals. Empire Flippers notes the same buyer paid about $630 million for Hero Cosmetics in 2022 on about $115 million of revenue, roughly 5.5 times sales by our math. Our read: rank, margin and a one-product catalog cleared the deal, and distress trimmed the price.

So what for your own exit math. Buyers underwrite EBITDA, then back into a sales multiple. For example, a brand with $5 million of sales at a 35 percent margin has $1.75 million of EBITDA; at 11.6 times that is $20.3 million, or 4.1 times sales. At a 15 percent margin the same $5 million is $750,000 of EBITDA, $8.7 million, or 1.7 times sales. Illustrative numbers, not Miss Mouth's data, but they show why margin after fees and ads sets the price. Our guide to buying an Amazon FBA business covers the buyer's side.

What we can see on the listing or ads

We read the main 4 ounce listing (ASIN B01EIG6A4Q) and the brand's search results on November 2, 2026, from outside the United States, so seller name and buy box details were hidden. The manufacturer field still reads The Hate Stains Co five months after closing, the kind of Brand Registry housekeeping an integration eventually forces.

The ads are the interesting part. A search for the brand name returned 84 results. The top of the page was a Sponsored Brands placement for Miss Mouth's own store, followed by a Sponsored Products ad for its 2-pack showing 40K+ bought in past month. The brand pays to sit on top of its own name, above Puracy, The Laundress and small plant-based sprays. Whether that is defence or waste depends on how many of those clicks would have bought anyway, the question behind our guide to bidding on your own brand terms.

The catalog has sprawled: detergent sheets, a laundry brush, a shoe cleaner and at least 20 bundles, many with fewer than 10 ratings and several with none. Search coverage or leftover Thrasio bundling, the new owner has to decide which.

  • 4 ounce spray: $7.97 against a $9.99 list price, 4.3 stars, 47,195 ratings
  • Rank #26 in Health and Household, #1 in Laundry Stain Removers, with #1 Best Seller and Amazon's Choice badges
  • Date first available April 19, 2016; manufacturer still The Hate Stains Co

Main 4 oz listing, November 2, 2026

47,195ratings
#1Laundry Stain Removers
#26Health and Household
$7.97price, $9.99 list
Source: Amazon listing B01EIG6A4Q, read November 2, 2026

What went wrong or what to watch

The roll-up failed and the brand did not. Thrasio raised about $3 billion, reached a reported $10 billion valuation and filed for Chapter 11 in February 2024. Its emergence release says this stain brand more than doubled in the year before. The listing, reviews and rank held their value; the capital structure above them did not.

The watch item is Amazon dependence, and the buyer has shown what it looks like. On the Q3 call CEO Rick Dierker said Touchland and Miss Mouth's are over-indexed to online sales. For Touchland, bought in 2025, he said third quarter sales were slightly negative and the year close to flat, because competitors grew in channels Church & Dwight did not compete in. Touchland's household penetration is about 6 percent against a 47 percent category; Miss Mouth's is low single digits against almost 50 percent. Same playbook, same exposure.

Two smaller flags. The 4 ounce carries a $9.99 list and a $7.97 price, so promotion is part of the velocity. And the 47,195 ratings on the single 4 ounce listing sit well below the almost 100,000 the brand quotes across variations and channels.

Playbook: how to copy this

Honest limits: this was a consumable with a visible before-and-after, a 35 percent margin and a category where the leader can hold one ASIN for a decade. A seasonal or low-margin product cannot follow the whole path.

  • Founder: pick one hero ASIN and keep it for years. Metric: the date first available stays the same while the rating count compounds
  • Finance: report EBITDA after Amazon fees and ad spend monthly, because that number sets your sales multiple. Metric: trailing twelve month EBITDA margin
  • Content lead: earn proof you can print in bullets, such as a certification or award, and build a size ladder with listing optimization so the trial size feeds the refill. Metric: average order value by variation
  • Advertising manager: decide on purpose whether to own the top of your branded search. Pause it for two weeks and watch new-to-brand share in Brand Analytics. Metric: branded ad spend as a share of branded sales
  • Owner: before any sale, retire bundles with no reviews and fix the manufacturer and brand fields. Metric: active ASINs with 10 or fewer ratings

Before you call your brand sellable

  • One hero ASIN held for years
  • EBITDA after fees reported monthly
  • Third-party proof in the bullets
  • A trial size that feeds a refill
  • A decision on branded search spend
  • Retail runway still unused
  • No zero-review bundles

Where PPC Spider helps

Deciding how much branded search to pay for, and finding the margin that makes a listing sellable, is the daily work of our Amazon PPC management team, with SpiderOS watching bids, budgets, search terms and stock. Start with a free Amazon audit.

Sources

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