Helen of Troy advertising spend, FY2026

Helen of Troy (HELE) reported $133M of advertising expense for the fiscal year ended Feb 28, 2026. That is 7.4% of revenue of $1.8B. Down 1.7% from FY2025.

Ad spend, FY2026
$133M
year ended Feb 28, 2026
Change vs prior year
-1.7%
vs FY2025
Share of revenue
7.4%
of $1.8B revenue
Rank by ad spend
#283
of 336 companies

Key facts

  • Ad spend is 2.4x its FY2016 level ($54.2M), faster than revenue (1.3x).
  • The highest year on file is FY2025 at $135M; FY2026 is 2% below it.
  • Largest increase +91.0% in FY2015; largest cut -38.7% in FY2016.
  • Ad spend is 7.4% of revenue, up from 5.3% in FY2021.
  • Helen of Troy spends more on advertising than 16% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.4x the median of 5.2%.

Ad spend by fiscal year

$0 $50M $100M $150M FY2010 (ended 2010-02-28): $20.8M FY2011 (ended 2011-02-28): $35M 2011 FY2012 (ended 2012-02-29): $42.9M FY2013 (ended 2013-02-28): $51.1M FY2014 (ended 2014-02-28): $46.3M 2014 FY2015 (ended 2015-02-28): $88.4M FY2016 (ended 2016-02-29): $54.2M FY2017 (ended 2017-02-28): $51.5M 2017 FY2018 (ended 2018-02-28): $53.7M FY2019 (ended 2019-02-28): $62.4M FY2020 (ended 2020-02-29): $71.4M 2020 FY2021 (ended 2021-02-28): $111M FY2022 (ended 2022-02-28): $96.4M FY2023 (ended 2023-02-28): $98.5M 2023 FY2024 (ended 2024-02-29): $107M FY2025 (ended 2025-02-28): $135M FY2026 (ended 2026-02-28): $133M 2026 $133M

Ad spend as % of revenue

0% 2% 4% 6% 8% FY2010 (ended 2010-02-28): 3.2% FY2011 (ended 2011-02-28): 4.5% 2011 FY2012 (ended 2012-02-29): 3.6% FY2013 (ended 2013-02-28): 4.0% FY2014 (ended 2014-02-28): 3.5% 2014 FY2015 (ended 2015-02-28): 6.1% FY2016 (ended 2016-02-29): 3.9% FY2017 (ended 2017-02-28): 3.7% 2017 FY2018 (ended 2018-02-28): 3.6% FY2019 (ended 2019-02-28): 4.0% FY2020 (ended 2020-02-29): 4.2% 2020 FY2021 (ended 2021-02-28): 5.3% FY2022 (ended 2022-02-28): 4.3% FY2023 (ended 2023-02-28): 4.8% 2023 FY2024 (ended 2024-02-29): 5.3% FY2025 (ended 2025-02-28): 7.1% FY2026 (ended 2026-02-28): 7.4% 2026 7.4%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Feb 28, 2026 $133M -1.7% $1.8B 7.4% AdvertisingExpense 10-K Apr 23, 2026
FY2025 Feb 28, 2025 $135M +26.2% $1.9B 7.1% AdvertisingExpense 10-K Apr 23, 2026
FY2024 Feb 29, 2024 $107M +8.4% $2B 5.3% AdvertisingExpense 10-K Apr 23, 2026
FY2023 Feb 28, 2023 $98.5M +2.2% $2.1B 4.8% AdvertisingExpense 10-K Apr 24, 2025
FY2022 Feb 28, 2022 $96.4M -12.9% $2.2B 4.3% AdvertisingExpense 10-K Apr 24, 2024
FY2021 Feb 28, 2021 $111M +55.0% $2.1B 5.3% AdvertisingExpense 10-K Apr 27, 2023
FY2020 Feb 29, 2020 $71.4M +14.4% $1.7B 4.2% AdvertisingExpense 10-K Apr 28, 2022
FY2019 Feb 28, 2019 $62.4M +16.2% $1.6B 4.0% AdvertisingExpense 10-K Apr 29, 2021
FY2018 Feb 28, 2018 $53.7M +4.3% $1.5B 3.6% AdvertisingExpense 10-K Apr 29, 2020
FY2017 Feb 28, 2017 $51.5M -5.0% $1.4B 3.7% AdvertisingExpense 10-K Apr 29, 2019
FY2016 Feb 29, 2016 $54.2M -38.7% $1.4B 3.9% AdvertisingExpense 10-K Apr 30, 2018
FY2015 Feb 28, 2015 $88.4M +91.0% $1.4B 6.1% AdvertisingExpense 10-K May 1, 2017
FY2014 Feb 28, 2014 $46.3M -9.4% $1.3B 3.5% AdvertisingExpense 10-K Apr 29, 2016
FY2013 Feb 28, 2013 $51.1M +19.2% $1.3B 4.0% AdvertisingExpense 10-K Apr 29, 2015
FY2012 Feb 29, 2012 $42.9M +22.5% $1.2B 3.6% AdvertisingExpense 10-K Apr 29, 2014
FY2011 Feb 28, 2011 $35M +68.5% $777M 4.5% AdvertisingExpense 10-K Apr 29, 2013
FY2010 Feb 28, 2010 $20.8M n/a $648M 3.2% AdvertisingExpense 10-K Apr 30, 2012

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Helen of Troy in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
279 Steven Madden $134M 5.3% +31.0% FY2025
280 Moderna $133M 6.8% -8.9% FY2025
281 Penske Automotive Group $133M 0.4% -3.9% FY2025
282 Perrigo $133M 3.1% -1.2% FY2025
283 Helen of Troy $133M 7.4% -1.7% FY2026
284 Upbound Group $132M 2.8% +103.7% FY2025
285 Fiverr International $132M 30.6% +8.2% FY2025

Full ranking of 336 companies · Biggest cuts #81

Questions

How much does Helen of Troy spend on advertising?

Helen of Troy spent $133M on advertising in fiscal 2026, the year ended Feb 28, 2026, according to its 10-K filed Apr 23, 2026.

What percentage of revenue does Helen of Troy spend on advertising?

7.4% of revenue in fiscal 2026 ($133M of $1.8B). The median across the 336 companies tracked is 5.2%.

Is Helen of Troy spending more on advertising?

No. Ad spend fell 1.7% in fiscal 2026 from fiscal 2025.

How does Helen of Troy rank by advertising spend?

#283 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Helen of Troy's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2026, filed Apr 23, 2026
Accession number
0000916789-26-000048
Company
HELEN OF TROY LTD, CIK 916789, SIC 3634 (Electric Housewares & Fans)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Helen of Troy advertising spend, FY2010-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Apr 23, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/helen-of-troy/advertising-spend/
Download
CSV, all years · CSV, all 336 companies