Henkel AG & Co. KGaA announced that it has completed the acquisition of Not Your Mother’s, strengthening its position in the North American hair care market and expanding its Consumer Brands portfolio.
The addition of Not Your Mother’s, a Tampa-based brand launched in 2010, enhances Henkel’s presence in fast-growing, trend-driven hair care segments. The brand is known for its range of shampoos, conditioners, treatments, and styling products, including product lines such as Clean Freak, Curl Talk, Beach Babe, Plump for Joy, and All Eyes on Me.
The acquisition aligns with Henkel’s broader strategy to drive purposeful growth within its Consumer Brands division, particularly in the hair care category, which remains a core focus area for the company. By integrating Not Your Mother’s innovation-driven approach with Henkel’s global scale and operational capabilities, the company aims to accelerate growth and better meet evolving consumer preferences.
Henkel’s North American portfolio already includes well-known brands across multiple categories, including laundry, personal care, and adhesives. The addition of Not Your Mother’s further strengthens its ability to compete in the dynamic U.S. hair care market, where demand for specialized, high-performance, and trend-oriented products continues to rise.
The move reflects ongoing consolidation in the consumer goods sector, as global companies acquire high-growth brands to expand market share and diversify product offerings.
KEY QUOTE:
“I am truly excited to welcome ‘Not Your Mother’s’ colleagues to our Henkel Consumer Brands team in North America! Bringing together Henkel’s pioneering spirit, global expertise, and sustainability leadership with NYM’s unique innovation approach, creativity and agility creates a powerful partnership that delivers meaningful value for Henkel, NYM and, most importantly, our consumers. Together, we will continue reimagining haircare to meet consumers’ evolving needs.”
Phil Schaffer, Corporate Senior Vice President, Henkel Consumer Brands North America
