Henkel has completed its acquisition of hair care brand Not Your Mother’s as the German consumer goods giant strengthens its position in the North American beauty market.
The combined organisation aims to drive “purposeful growth” as part of Henkel's portfolio of brands, which includes Schwarzkopf, Authentic Beauty Concept and Got2Be.
Henkel purchased the business from private equity investor, Main Post Partners, which invested in the brand in 2019, with the deal also including the parent company of Not Your Mother’s, DeMert Brands.
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The full terms of the financial transaction have not been disclosed.
"I am truly excited to welcome Not Your Mother's colleagues to our Henkel Consumer Brands team in North America,” said Phil Schaffer, Corporate Senior VP Henkel Consumer Brands, North America.
“Bringing together Henkel's pioneering spirit, global expertise and sustainability leadership with Not Your Mother's unique innovation approach, creativity and agility creates a powerful partnership that delivers meaningful value for Henkel, Not Your Mother’s and – most importantly – our consumers.
“Together, we will continue reimagining hair care to meet consumers' evolving needs.”
Not Your Mother’s was launched in 2010 by Rocky and Bethany Pagliarulo, and has headquarters in Tampa, Florida, US.
It is best known for its shampoos, conditioners, treatments and styling products, including products Clean Freak Dry Shampoo, Curl Talk Defining Cream, Beach Babe Sea Salt Spray and Plump for Joy Thickening Hair Lifter.
The completion of the deal with Not Your Mother’s follows Henkel being set to buy Olaplex for US$1.4bn to expand its “presence in premium hair care”.
Henkel entered into a definitive agreement with the premium bond-building hair care brand in March 2026, with the deal set to close as soon as the second half of 2026.
On completion of the transaction, Olaplex will no longer be listed on Nasdaq, and controlling shareholder Advent International will fully exit its investment in the company at close.