JH Partners is a San Francisco-based private equity firm that manages global consumer brand investments in luxury products. Recently, JH Partners announced the successful sale of its 90 percent share in GO SMiLE, one of its portfolio companies that specializes in oral care products.
GO SMiLE gained a consumer following by focusing on technology-driven oral health products with price points ranging from $5 to $150. The company launched as a supplier of high-end teeth whitening products and expanded over time to include differentiated oral care products.
The company found its niche with a research-driven approach to developing unique sonic toothbrushes and cosmetic teeth treatments that use more natural ingredients than found in competitors’ products. GO SMiLE’s success is driven by consumers who desire professional-quality oral care products they can effectively use at home, said Bill Harrison, director of consumer and retail banking at the Headwater firm that oversaw the Go SMiLE sale.