Henkel, a German conglomerate, has taken over ‘Not Your Mother’s’ US hair care and styling brand from private equity firm Main Post Partners for an undisclosed amount. According to Henkel, the brand has recorded successes with $219 million in sales and delivered double-digit growth and a strong gross margin, showing a strong market position. Effects of the Acquisition
Henkel’s strong hair care portfolio includes well-known brands like Schwarzkopf, Live hair colour and Got2b. The acquisition would expand Henkel’s presence in the US, expanding its consumer base. Founded in 2010 by DeMert Brands, this flagship brand grew in popularity for its affordable, salon-quality range of clean hair care and styling products.
More About ‘Not Your Mother’ Brand
Not Your Mother’s brand encompasses shampoos, conditioners, and styling products stocked in American drug, grocery, and speciality beauty stores for its loyal consumer base, which is Gen Z and Gen Alpha shoppers. Hailey Bieber, an influencer, even endorsed its Clean Freak dry shampoo. It has ranges including Curl Talk, Clean Freak, Beach Babe, Plump for Joy and All Eyes on Me that have generated intense interest among consumers.
