Suave Brands Company and Elida Beauty have completed their merger to form Evermark, creating a new global platform of personal care brands backed by Yellow Wood Partners. The companies said the combined portfolio represents approximately $1.9 billion in annual retail sales, positioning Evermark as a scaled independent player with broad household penetration and category reach across hair care, body care, skin care, lip care, and personal essentials.
Evermark will house a roster of mass market brands spanning the U.S. and international markets, including Suave, Q-tips and ChapStick, alongside Pond’s, Caress, St. Ives, Noxzema and TIGI. The merged company will also include international brands such as VO5, Brut, Impulse, Alberto Balsam, Timotei and Monsavon.
Leadership will be led by Daniel Alter, who will serve as CEO of Evermark. Alfie Vivian, previously CEO of Elida, will become president of the European business. The existing Suave management team will remain in place, with additional leaders joining from Elida, as the company begins full integration efforts.
The companies said the transition to the Evermark name will roll out gradually across systems and materials over the coming months, with continued coordination with retail, supplier, and strategic partners. Financial advisors on the transaction included Morgan Stanley, and Houlihan Lokey provided a fairness opinion to Yellow Wood. Legal counsel included Latham & Watkins for Elida and Fried, Frank, Harris, Shriver & Jacobson for Suave Brands. The announcement was issued from New York City, and financial terms were not disclosed.
KEY QUOTES
“Personal care brands play an important role in consumers’ daily lives, with loyalty built on trust and consistent performance. By bringing Suave and Elida together, we can further strengthen our relationship with our customers, combine complementary strengths to invest in product quality, innovation, and accessibility, while preserving the product identities consumers already know and love. Dana, Tad and the rest of the Yellow Wood team have been instrumental in executing on this vision, and I look forward to continuing to work with them, along with the Elida team, to establish Evermark as a premier platform for some of the world’s most loved personal care brands.”
Daniel Alter, Chief Executive Officer of Suave Brands
“Bringing these two companies together creates a platform of leading personal care brands that are valued and used daily by tens of millions of consumers across the globe. With its new larger scale and diversification, Evermark will be able to build on its extraordinary brand portfolio to better reach and serve consumers, retail partners and stakeholders. Utilizing Dan and his team’s agile managerial expertise, we can continue to bring innovative new products and solutions to the consumer market, and are excited to see the portfolio of Evermark brands evolve to meet our customers’ needs. We look forward to building on the existing platform and potentially adding additional great brands and product lines to the Company as we build and maintain a world-class consumer personal care packaged goods company.”
Dana Schmaltz, Partner at Yellow Wood
