Oral care brand Colgate has decided to buy Hello Products LLC, a US-based vegan toothpaste manufacturer to cater to the growing base of environmentally conscious consumers.

Hello Products LLC has been manufacturing eco-friendly and animal-derivative free toothpastes and mouthwashes for over a decade.

Some of its products are infused with hemp seed oil and are sold exclusively in the United States by food and drug retailers and through eCommerce.

Last week, Colgate announced that it will buy Hello for an undisclosed sum to further expand its vegan range less than a month after the company introduced its vegan-certified toothpaste line Smile for Good that features two cruelty-free toothpaste products in recyclable tubes and cardboard packaging.

Awarded with the Vegan Society’s Vegan Trademark, Colgate believes its new vegan Smile for Good line will appeal to the new generation of customers that are consciously choosing to do away with animal derived products for health, environmental and ethical reasons.

According to Innova Market Insights, the grooming industry in the US has seen strong growth in products launched with “free-from” labels.

And Colgate is looking to establish itself early in the burgeoning vegan trend as oral care remains one of the very few product categories where legacy brands are still in the running, thanks in part to customer loyalties. Last year, Colgate’s global toothpaste market share was about 42%, while its U.S. market share was 34%.

• Read: Colgate launches two vegan toothpastes in recyclable tubes

Which is your favorite vegan oral care brand? Share your thoughts in the comments below!