Viral Yorkshire cleaning brand The Pink Stuff to be snapped up by $7bn global group

The owner of viral Yorkshire cleaning brand The Pink Stuff is set to be snapped up by a multibillion-dollar New York listed global group.

Star Brands, the Leeds business behind Pink Stuff Miracle cleaning paste and sprays, is to be sold off by investment group Mobeus, which first acquired the company in July 2019. The company is being acquired by RPM International Inc, a NYSE-listed company with global sales exceeding $7bn and a portfolio of market-leading brands such as Rust-Oleum, DAP, Carboline and Tremco.

When London-based Mobeus first acquired Star Brands six years ago it was primarily a manufacturer of private-label cleaning products for UK retailers. However, investment and support from Mobeus has helped to catapult the company’s star products to global popularity, after it capitalised on the emerging “CleanTok” trend in social media, building a viral global presence with millions of followers.

The so-called miracle cleaner has also been recognised as a 2025 Product of the Year Award Winner, through a national study of 40,000 shoppers in partnership with Kantar, the global leader in consumer research.

During Mobeus’s partnership, the brand has expanded to 118 countries, with the US emerging as its largest market, including partnerships with Walmart and Amazon, and sales have grown more than fivefold to more than £150m, while Ebitda has increased 15 times. Mobeus said the deal represents its largest realisation to date.

In 2023 Mobeus facilitated the acquisition of Star Brands’ US distributor, based in Leeds, and it has also supported a program to refine and secure the company’s intellectual property, particularly in the US. The company also expanded rapidly across Europe, driven by partnerships with pan-European retailers including Action.

Mobeus partner Justin Maltz, who managed the investment with investment director Dominic Draysey, said: “This has been a fantastic journey of accelerated expansion. We built a genuine partnership with Henrik, Tim and Gavin that was able to navigate the many challenges of rapid growth. It included the elements which Mobeus targets in every investment – a great team, international expansion, a transformational acquisition and a clear and aligned mission which we pursued relentlessly. We believe in the Power of Pink and look forward to seeing the brand continue its path to global leadership under its experienced and committed new owners.”

Henrik Pade, joint chief executive, added: “Justin and Dominic have been steadfast partners, providing strategic guidance and unwavering support. The growth has only been possible with a supportive and experienced investor, who knew when to challenge us and when to support us. Their strategic and execution capabilities have been key to our success.