The Village Co., which markets bubble bath brand Mr. Bubble, is buying a group of products that includes Soft & Dri deodorant from Brynwood Partners-backed High Ridge Brands.

Aside from Soft & Dri, the group of acquired assets includes La Bella, Dep, Pure & Natural, Mink Difference, Adorn and the Dry Look.

The group adds Canadian distribution to Village, which currently distributes bath products in the U.S. The company, headquartered in Minneapolis, markets Sesame Street bubble bath and Village Natural Therapy and Aromatherapy bath products, in addition to Mr. Bubble.

High Ridge Brands still owns the VO5, Zest, Coast, White Rain and Rave brands. The company was formed by private equity firm Brynwood Capital in 2011 to buy Zest, and since then has made several other acquisitions. In October, the company made a deal for Continental Fragrances Ltd., which owns the Salon Grafix, High Beams and Healthy Hair Nutrition hair care brands. High Ridge added White Rain in 2012.

Brynwood, headquartered in Greenwich, Connecticut, focuses on lower middle-market consumer brand investments. Back in March, Brynwood portfolio company Harvest Hill Beverage Co. made a deal for American Beverage Corp. For more on the firm's activities, see Life in the Lower Middle Market.

There have been several personal care M&A transactions recently. In November, Coty Inc. agreed to buy Brazilian beauty and personal care business Hypermarcas SA, and before that, in October, the Estee Lauder Cos. (NYSE: EL) grabbed a stake in South Korean skincare business Have & Be Co.

For more on consumer goods M&A, see Forecast for Post-Holiday Consumer Goods M&A Growth is Limited

Subscribe Now

Complete access to real-time information and analysis of news and trends in the industry.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.