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You may not have purchased feminine-hygiene products from HelloFlo, but you've probably heard of the company. With hits like "Camp Gyno" and "First Moon Party," HelloFlo made a name for itself with its humorous viral advertising. And that's exactly why SheKnows Media is acquiring it.
With the deal—the terms of which the companies declined to disclose—set to close later this month, SheKnows will tap into what HelloFlo does best: make effective branded content.
"It is absolutely the case that HelloFlo evolved into so much more of a content creator than what my original idea for the business was," said HelloFlo founder Naama Bloom, who now serves as SheKnows' svp of integrated marketing.