Henkel has signed an agreement to acquire Not Your Mother’s, a hair care and styling consumer mass market brand in North America, owned by PE investor Main Post Partners.
The transaction aims to further strengthen the Henkel’s capabilities in the hair business, one of its core Consumer Brands categories.
A strong hair brand in the U.S market, Not Your Mother’s offers a broad range of shampoos, conditioners, treatments, and styling products. In fiscal year 2025, the brand generated approximately EUR 190 million in sales and delivered double-digit growth.
“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,” said Henkel CEO Carsten Knobel.
Wolfgang König, Executive Vice President Consumer Brands, added: “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.”
The acquisition is subject to customary closing conditions, including regulatory approvals. The financial terms of the transaction have not been disclosed.
