Fragrance house

Idelle Labs

By September 2003, Idelle Labs was operating as a subsidiary of Helen of Troy, which described the unit as responsible for marketing and selling Brut products. During its first three years, the division focused on men’s grooming, skin care, and hair care, using formula, packaging, positioning, advertising, and innovation to re-energize established names including Brut, Vitalis, Final Net, and Sea Breeze. On March 31, 2010, Helen of Troy completed its acquisition of the Pert Plus and Sure brands and said they would be integrated into Idelle Labs. A 2026 filing still identified Idelle Labs, Ltd. as a wholly owned subsidiary, while connecting Brut and Ammens products with the previously sold personal-care business. Fragrance is most directly represented by Brut: its Western Hemisphere acquisition included fragrances, and the 2006 annual report listed Brut across fragrance, deodorant, and antiperspirant categories. The same report recorded the planned launch of Brut Revolution, a new fragrance aimed at younger consumers.