Henkel has signed an agreement to acquire the consumer hair care and styling brand “Not Your Mother’s” from private equity investor Main Post Partners, the company announced from Düsseldorf. The transaction, which remains subject to regulatory approvals, will add a hair care portfolio with approximately €190 million in sales in fiscal year 2025 to Henkel’s Consumer Brands business. The acquisition aims to strengthen Henkel’s position in the hair care segment while expanding its product portfolio across shampoos, conditioners, treatments, and styling products sold in retail packaging formats.
“Not Your Mother’s” offers a broad range of hair care and styling products and includes collections such as Curl Talk, Clean Freak, Beach Babe, Plump for Joy and All Eyes On Me. In fiscal year 2025, the brand generated approximately €190 million in sales and recorded double-digit growth, reflecting its position in the consumer hair care segment.
Henkel said the addition of the brand will complement its existing consumer hair portfolio and expand its presence in the category. The acquisition forms part of the company’s strategy to develop its Consumer Brands business and strengthen its product offering through portfolio expansion.
Henkel CEO Carsten Knobel said, “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.”
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 remains subject to customary closing conditions, including regulatory approvals. The financial terms of the transaction have not been disclosed by the parties.