Who owns Snuggle?
Snuggle is owned by Henkel (Germany, XETRA: HEN3), which has owned the brand since 2 September 2016.[1] Before Henkel, Snuggle was owned by Unilever to 2008.[2]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: Vestar Capital Partners completes $3.6 Billion Sale of Sun Products to Henkel, 2 September 2016. Last checked .
Key facts
- Current owner
- Henkel AG & Co. KGaA reported
- Owned since
- Previous owner
- Unilever (?–2008)
- Owner HQ
- 🇩🇪 Germany, Düsseldorf
- Origin
- 🇺🇸 United States
- Founded
- 1983
- Category
- Home care › Laundry › Fabric softener & stain removal
- Parent ticker
- XETRA: HEN3
- Last verified
- · 2 sources
About Snuggle
Snuggle is a fabric softener launched in 1983 with a teddy bear mascot, the North American counterpart to Unilever's Comfort. Unilever sold its North American laundry business, Snuggle included, to Vestar Capital Partners in 2008, and Vestar's Sun Products Corporation was bought by Henkel in a $3.6 billion deal completed on 2 September 2016.
Ownership timeline of Snuggle
Where Snuggle sits in Henkel
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Henkel ownership tree →
See the full Henkel brand portfolio (13) →
Other brands owned by Henkel
Henkel controls 13 brands on Brandtree, 8 of them in home care.
Also in home care
Other brands in fabric softener & stain removal, and who owns them
The 20 brands in fabric softener & stain removal on Brandtree belong to 15 owners. The largest is Faultless Brands, with 3.
| Brand | Owner | Owner based in |
|---|---|---|
| Faultless | Faultless Brands | 🇺🇸 United States |
| Miss Mouth's Messy Eater | Church & Dwight | 🇺🇸 United States |
| Bounce | Procter & Gamble | 🇺🇸 United States |
| Calgon | Reckitt | 🇬🇧 United Kingdom |
| Scotchgard | 3M | 🇺🇸 United States |
| Herbmarie 1848 | Aekyung | 🇰🇷 South Korea |
| Mon Bijou | Bombril | 🇧🇷 Brazil |
| Suavitel | Colgate-Palmolive | 🇺🇸 United States |
Every brand in fabric softener & stain removal and its owner →
About the owner: Henkel
Henkel is a publicly listed company headquartered in Düsseldorf, Germany, founded in 1876. Brandtree records 13 brands under its control, and it is listed as XETRA: HEN3.
Henkel was founded in Aachen in 1876 and is run as a partnership limited by shares with the Henkel family holding a controlling block of ordinary shares. It combines a consumer brands business in laundry, home care and hair with a larger industrial adhesives division.
🇺🇸 Snuggle and other American brands
Brandtree records a controlling owner for 2,549 brands that began in the United States. 478 of them (19%) are now controlled by a company headquartered in another country, Snuggle among them.
- 3-IN-ONE — WD-40 Company 🇺🇸
- Air Wick — Reckitt 🇬🇧
- Ajax — Colgate-Palmolive 🇺🇸
- All-Clad — Groupe SEB 🇫🇷
- Amazon Basics — Amazon 🇺🇸
- American Girl — Mattel 🇺🇸
Frequently asked questions
Who is the parent company of Snuggle?
The parent company of Snuggle is Henkel, a publicly listed company headquartered in Germany.
Is Snuggle American or German?
Snuggle originated in the United States in 1983, but it is owned today by Henkel, which is headquartered in Germany. So Snuggle is an American-origin brand under German ownership.
Since when has Henkel owned Snuggle?
Henkel has owned Snuggle since 2 September 2016.
Who owned Snuggle before Henkel?
Before Henkel, Snuggle was owned by Unilever until 2008.
Is Snuggle still owned by Henkel?
Yes. As of 2 October 2026, Snuggle is still owned by Henkel. The ownership record was last checked against primary sources on that date.
Sources (2) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Vestar Capital Partners completes $3.6 Billion Sale of Sun Products to Henkel — Vestar Capital Partners, Official press release, published 2 September 2016; retrieved 2 October 2026.
- [2] Unilever PLC Annual Report on Form 20-F for 2025 — SEC EDGAR, SEC Form 20-F, published 12 March 2026; retrieved 16 September 2026.
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