HELE

Helen of Troy Limited

A maker of everyday consumer goods, Helen of Troy sells well-known brands across two lines of business: Home & Outdoor (OXO kitchen tools, Hydro Flask bottles, Osprey backpacks) and Beauty & Wellness (Vicks, Braun, Revlon, Drybar, PUR). It began in 1968 as a wig shop in El Paso, Texas, founded by Louis Rubin and his son Gerald, and took its name from the mythic "most beautiful woman in the world" — a nod to its beauty roots. When wigs fell out of fashion in the 1970s, the company pivoted to hair dryers and curling irons, growing into a global portfolio of licensed and owned brands.