Henkel acquires Not Your Mother’s to expand in world’s largest hair care market

Henkel has agreed to buy DeMert Brands, the parent company of Not Your Mother’s (NYM), to boost its US hair care portfolio. 

NYM was launched in 2010 and is based in the US. It creates everyday hair solutions that aim to deliver high-performance, targeted benefits. The brand addresses hair needs, including curl definition, texture, and volume. 

NYM offers shampoos, conditioners, treatments, and styling products. Its portfolio includes lines such as Curl Talk, Clean Freak, Beach Babe, Plump for Joy, and All Eyes On Me.

The brand was sold by Main Post Partners, a private equity investment firm focused on partnering with high-growth consumer brands. Main Post invested in NYM in 2019 and partnered with the founders and management team to scale the business into “the largest independently-owned mass hair care brand.”

Wolfgang König, executive VP Consumer Brands, says: “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 US, the largest global hair market.” 

The transaction remains subject to customary closing conditions, including regulatory approvals. The financial terms have not been disclosed.

Consumer brand focus

In fiscal year 2025, NYM generated approximately €190 million (US$221 million) in sales. It also delivered double-digit growth alongside strong margins.

Henkel says the acquisition will strengthen its Consumer Brands hair portfolio in North America, the world’s largest hair care market.

“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,” says Henkel CEO Carsten Knobel.

Earlier this year, Olaplex reportedly received a takeover offer from the German consumer goods company.Henkel expands its hair care portfolio with Not Your Mother’s. 

Building brands

According to Main Post Partners, NYM has achieved top brand rankings with key retail partners, broadened international distribution, and garnered widespread industry and customer recognition.

“The brand has built strong momentum by staying focused on product performance and innovation and deepening its longstanding retail partnerships,” says Sean Honey, managing partner at Main Post Partners. 

Main Post has previously exited and sold other major beauty brands such as Dr. Dennis Gross, Too Faced Cosmetics, Milk Makeup, and Hydrafacial. 

Raymond James served as the financial advisor, and Morrison & Foerster served as the legal advisor on the transaction.