Salon Grafix joins Alberto VO5 family in takeover deal

Parent company Continental Fragrances has been acquired by High Ridge Brands

The owner of hair care brands Salon Grafix, High Beams and Healthy Hair Nutrition has been bought by High Ridge Brands, a portfolio company of private equity firm Brynwood Partners.

Despite its name, Continental Fragrances is a hair care company and one that Brynwood Partners envisages will complement its current hair styling portfolio. Other brands in Brynwood Partners’ portfolio includes Alberto VO5, White Rain, Rave and L.A. Looks. It is also hoped the acquisition will strengthen High Ridge Brands’ position with its retail partners.

James Daniels, President and CEO of High Ridge Brands, said: “We are excited to own Salon Grafix and the other Continental Fragrances brands. We look forward to integrating these brands into our organisation and are excited about the potential that this acquisition brings to our company. Salon Grafix's premium positioning, loyal consumer base and strong distribution makes it very complementary to High Ridge Brands' current hair styling portfolio.”

High Ridge Brands has been on a personal care acquisition spree over the past four years. In 2011, it took over Alberto VO5 and Rave from Unilever, while in the same year it acquired personal cleansing brand Coast from Henkel. Then in 2012, it bought White Rain from The Sun Products Corporation. In May this year, it acquired the global rights to La Bella, L.A. Looks, Soft & Dri, Dep, Thicker Fuller Hair, Zero Frizz, Pure & Natural, Adorn, Mink and The Dry Look from Newhall Laboratories.

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