USA: Henkel to acquire Not Your Mother’s

Henkel, the German consumer goods company, has signed an agreement to acquire the US hair care brand Not Your Mother’s from private equity investor Main Post Partners.

According to Henkel, the brand is a fast-growing player in the North American market, offering a range of shampoos, conditioners, treatments and styling products. Its portfolio includes collections such as Curl Talk, Clean Freak and Beach Babe. In the 2025 fiscal year, Not Your Mother’s generated sales of approximately €190 million ($207 million).

Henkel CEO Carsten Knobel commented: “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”, he added.

Wolfgang König, executive vice president Consumer Brands, stated that the brand represented a “distinct and strong brand equity combined with insight-driven innovations and strong digital marketing expertise”.

The move is part of the company’s “purposeful growth agenda”, which has recently seen the merger of its consumer businesses completed ahead of schedule. Financial terms of the transaction were not disclosed.

Source: Henkel