French Transit acquires teeth whitening brand

BURLINGAME, Calif. — French Transit acquired the Luster Premium White brand from Dentovations. Terms of the transaction were not disclosed.

 “The acquisition of Luster into French Transit represents a major turning point for the company by nearly doubling it in size as well as adding significant intellectual property and distribution,” said Peter Mann, chairman of French Transit. “The combined brands reinforce French Transit’s commitment to deliver best-in-class brands with the highest safety profile in their respective categories.” 

According to French Transit, acquiring Luster was especially important as it is a trusted brand among women and boasts the “the most advanced enamel-safe teeth whitening system in retail.”

“Luster is a dynamic brand and recent recipient of the Women’s Choice Award for ‘9 out of 10 Customer Recommended Whitening Toothpaste and Teeth Whitening Kits.’ Nearly 90% of people say they want whiter teeth, but many are concerned with tooth sensitivity and skeptical about the efficacy of mainstream brands,” said Martin Floreani, president and CEO of French Transit. “Luster Premium White delivers state-of-the-art, safe and effective teeth whitening systems and toothpastes that address these concerns head-on, which is exactly what all French Transit brands are about.”

First launched in 2001, Luster Premium White is distributed in more 25,000 U.S., Canadian and European stores.

“We are very excited about the acquisition of Luster Premium White by French Transit and believe that the combined portfolio of brands will drive additional distribution and innovation that will result in great benefits to its customers. Furthermore, we are very pleased that the management team at French Transit has deep roots in the oral care category and consumer products,” said Damon Brown, president and CEO of Dentovations.

French Transit is a Juggernaut Capital Partners portfolio company. It is the maker of Crystal Deodorant products.