Cadum is an iconic personal care brand in France with its “Bébé Cadum" and is a leading player in the personal care, baby hygiene and aircare markets.

Cadum was established in 1907 and is the oldest soap and baby product brand in France.  Until the 1950s, Cadum sold one out of every two soaps in France. It was sold to Colgate Palmolive in 1952 who retained ownership until 2003 when it was bought by two entrepreneurs who planned to revive the brand after a long period of decline.

Milestone was introduced to the management team in 2006 as they wanted an investor with international reach and buy-and-build expertise. After working closely with the team for twelve months developing a strategy for growth through acquisitions, Milestone acquired Cadum in 2007 and simultaneously acquired IBA, a profitable niche player in the aircare sector, creating a group with 80 employees and with critical mass in the French market.

Since 2007, Milestone has brought together a seasoned management team, keen on developing new products and expanding the brand internationally. We have helped management to adapt the business model and develop a more sales and marketing orientated culture. As a result, Cadum achieved its budgets in 2007, 2008 and 2009 despite a challenging economic environment. By 2011, Cadum will have doubled its EBITDA whilst tripling its annual marketing and advertising budget.