Henkel has acquired hair care brand Not Your Mother’s to secure a stronger foothold in the North American beauty market.
The German consumer goods giant purchased the business from private equity investor, Main Post Partners, with the deal also including the parent company of Not Your Mother’s, DeMert Brands.
Henkel, which owns Schwarzkopf, Authentic Beauty Concept and Got2Be, hopes to strengthen its consumer hair portfolio in the US.
Henkel is also allegedly looking to take over bond-building hair care brand Olaplex.
The acquisition is subject to customary closing conditions, including regulatory approvals, with the full terms of the financial transaction having not been disclosed.
“The planned acquisition of Not Your Mother’s reinforces Henkel’s strategy to expand its portfolio through compelling, value‑adding M&A activities,” said Henkel CEO Carsten Knobel.
“With this transaction, we will significantly enhance our presence in the North American consumer hair segment.
“This acquisition offers the potential for consumer-focused innovation and to accelerate the growth dynamics of our consumer business.”
Wolfgang Köing, Executive Vice President of Consumer Brands, Henkel, added: “Not Your Mother’s is a perfect strategic fit for our hair business.
“The brand represents a distinct and strong brand equity combined with insight‑driven innovations and strong digital marketing expertise.
“This acquisition opens opportunities for innovation and synergies with our renowned expertise in hair care and styling in the U.S., the largest global hair market.”
The brand was launched in 2010, founded by Rocky and Bethany Pagliarulo.
Main Post Partners went on to invest in the brand in 2019.
“We are very pleased with the growth of NYM and are grateful to all the many people, past and present, who contributed to its success, including the contributions of the team at Main Post Partners,” said Rocky and Bethany Pagliarulo.
“We also wish Henkel every continued success with the NYM Brand.”
Matt Short, Partner at Main Post Partners, added: “We are grateful to Rocky, Bethany and the NYM team for their partnership.
“Together, we have built an exceptional brand and look forward to seeing NYM continue to flourish in its next chapter with Henkel.”
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