DÜSSELDORF, Germany — Henkel has entered into an agreement to acquire DeMert Brands, the parent company of the popular hair care brand Not Your Mother’s. This move aims to reinforce the company’s position in the North American hair care market.
Not Your Mother’s, founded in 2010 by Rocky and Bethany Pagliarulo, offers a wide range of shampoos, conditioners, treatments, and styling products aimed at specific hair needs like curl definition, texture, and volume. The brand’s portfolio includes popular product lines such as Curl Talk, Clean Freak, Beach Babe, Plump for Joy, and All Eyes On Me.
Henkel stated that the acquisition will strengthen its Consumer Brands hair portfolio in North America, the world’s largest hair care market. In fiscal 2025, Not Your Mother’s brought in approximately €190 million (around $221 million) in sales and experienced double-digit growth, driven by strong consumer demand and expanding distribution in mass retail channels.
“The planned acquisition of Not Your Mother’s reinforces Henkel’s strategy to expand its portfolio through compelling, value-adding M&A activities,” Henkel CEO Carsten Knobel said in a statement. “With this transaction, we will significantly grow our footprint in the North American consumer hair segment.”
Wolfgang König, executive vice president of Consumer Brands at Henkel, stated that the brand’s strong equity, innovation pipeline, and digital marketing capabilities make it a valuable strategic addition to Henkel’s hair care division. The company’s hair portfolio already features brands like Schwarzkopf, Authentic Beauty Concept, and Got2b.
Not Your Mother’s was previously owned by private equity firm Main Post Partners, which invested in the business in 2019 and helped expand distribution and brand awareness. The transaction is subject to usual closing conditions, including regulatory approvals. Financial terms were not disclosed.
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