Henkel announced it has signed an agreement to acquire the U.S.-based hair care and styling brand Not Your Mother’s from private equity firm Main Post Partners, strengthening the company’s presence in the North American hair care market.
The acquisition adds a fast-growing brand with approximately €190 million in sales in fiscal year 2025 to Henkel’s consumer hair portfolio in North America. Not Your Mother’s offers a wide range of shampoos, conditioners, treatments and styling products, including collections such as Curl Talk, Clean Freak, Beach Babe, Plump for Joy and All Eyes On Me.
Henkel said the brand has delivered consistent double-digit sales growth in recent years and maintains strong gross margins, highlighting its robust position in the U.S. hair care market. The company plans to leverage the brand’s popularity, innovation capabilities and digital marketing expertise to drive further growth and consumer-focused innovation.
Following the acquisition, Not Your Mother’s will complement Henkel’s existing consumer hair care portfolio, which includes brands such as Schwarzkopf, Live and Got2b. The deal also aligns with Henkel’s broader strategy of expanding its portfolio through value-creating mergers and acquisitions in core product categories.
The transaction remains subject to customary closing conditions, including regulatory approvals. Financial terms of the agreement were not disclosed.
KEY QUOTES
“The planned acquisition of ‘Not Your Mother’s’ reinforces Henkel’s strategy to expand its portfolio through compelling, value-adding M&A activities. With this transaction, we will significantly enhance our presence in the North American consumer hair segment. This acquisition offers the potential for consumer-focused innovation and to accelerate the growth dynamics of our consumer business.”
Carsten Knobel, CEO of Henkel
“Not Your Mother’s is a perfect strategic fit for our hair business. The brand represents a distinct and strong brand equity combined with insight-driven innovations and strong digital marketing expertise. This acquisition opens opportunities for innovation and synergies with our renowned expertise in hair care and styling in the U.S., the largest global hair market.”
Wolfgang König, Executive Vice President Consumer Brands at Henkel
