Germany: Henkel to acquire majority stake in Invincible Brands

German household and personal care giant Henkel has announced the acquisition of 75% stake of Invincible Brands Holding for an undisclosed sum.

Founded in 2015, Invincible Brands Holding is a platform of direct-to-consumer (D2C) beauty brands, distributed all across Europe.

This deal will involve three major brands: HelloBody, Banana Beauty, and Mermaid+Me producers of premium beauty care products that support clean beauty and sustainability.

Carsten Knobel, Henkel CEO, said: “As part of our strategic framework for purposeful growth we pursue value-adding acquisitions to strengthen our businesses. This agreement is a proof point of how we consistently implement our strategy. It is also in line with our objective to strengthen our competitive edge in the area of digitalization by expanding our direct-to-consumer activities”.

Co-Founder of Invincible Brands, Bjoern Keune, added: “The combination of our direct-to-consumer and social media marketing skills with Henkel’s R&D, product knowledge and global footprint provides a winning formula. I am very much looking forward to working with the team at Henkel”.

Sources: Henkel PR