During 1991 a corporate milestone was achieved as sales revenues exceeded $100 million for the first time in Chattem's history. A part of that success was the acquisition and performance of Icy Hot®, a dual action topical analgesic, from Richardson-Vicks. As 1994 progressed it proved to be a very busy year with Chattem acquiring not one but two brands. Benzodent®, a topical oral analgesic, was purchased from Richardson-Vicks and pHisoderm®, a line of daily skin cleansers, was purchased from Sterling Drug. In an effort to focus on the opportunities within the growing consumer products portfolio, Chattem Chemicals was profitably divested to Elcat, Inc. in 1995.

However, the 1996 acquisition of Gold Bond® from Martin Himmel, Inc., the leading brand of medicated cream and powder in America, really began to establish Chattem as an industry force. This acquisition was soon followed by another, Herpecin-L®, a unique cold sore treatment, from Campbell Laboratories, Inc.

In 1997 Sunsource International, a company which produces herbal supplements and homeopathic treatments, was acquired from a holistic-based company founded by Dr. Robert Sohn. However, 1998 proved to be a monumental year with the largest acquisition in Chattem's long & rich history, the purchase of Ban® Anti-Perspirant & Deodorant from Bristol-Myers Squibb Company. As a result, annual sales were pushed well past the $200 million mark for the first time. The Company also successfully divested CornSilk® during 1998 to focus on other key areas of the business.

In 1998, Chattem purchased Dexatrim®, Sportscreme®, Aspercreme®, Capzasin® and Arthritis Hot® from Thompson Medical Company which made Chattem the largest manufacturer of topical analgesics in the U.S.  In 2000, Chattem divested two brands; Norwich® which was sold to The Monticello Companies, Inc. and Ban® which was sold to The Andrew Jergens Company.  The newest addition to the Chattem brand portfolio is Selsun Blue® which was purchased in 2002 from Abbott Laboratories.

Celebrity endorsements for specific brands have over the years also proven relevant and meaningful to consumers. In addition to sponsorship of the Porter Waggoner Show, endorsements were also secured from Priscilla Presley who was featured in television and print advertisements for Quencher®. Susan Anton was once the face behind early Mudd® Mask television and print advertisements. Olympic gold medalist swimmer Janet Evans endorsed UltraSwim® in television and print advertising as she extended her record breaking swimming career. One of the most well known and beloved consumer endorsements came from Joe Namath who's famed "bad knees" helped launch Flexall® into the national spotlight. Another celebrity to promote Flexall® was Joe Montana, who served as quarterback for Flexall® in television advertisements. Talkshow host Larry King has lent his support to a number of Sunsource® brands, including Garlique®. In 2003, Shaquille "Shaq" O'Neal joined the Chattem celebrity team to promote the Icy Hot® brand.