Henkel to acquire Not Your Mother’s hair care brand as part of strategy to expand Consumer Brands portfolio in North America

Not Your Mother’s

(IN BRIEF) Henkel has agreed to acquire the U.S. consumer hair care and styling brand Not Your Mother’s from private equity investor Main Post Partners, strengthening its position in the North American hair market. The brand, which generated approximately €190 million in sales in 2025, has achieved consistent double-digit growth and strong market recognition among U.S. consumers. Its product portfolio includes popular collections such as Curl Talk, Clean Freak, Beach Babe, Plump for Joy, and All Eyes On Me. The acquisition aligns with Henkel’s strategy to expand its Consumer Brands business through targeted mergers and acquisitions while increasing its presence in the global hair care market. By combining Not Your Mother’s innovation capabilities and digital marketing strengths with Henkel’s expertise in hair care and styling, the company aims to drive further growth and consumer-focused innovation in North America. The transaction remains subject to regulatory approvals and other customary closing conditions.

(PRESS RELEASE) DÜSSELDORF, 9-Mar-2026 — /EuropaWire/ — Henkel has signed an agreement to acquire the fast-growing U.S. consumer hair care and styling brand Not Your Mother’s, a move aimed at strengthening the company’s position in the North American hair market and supporting the expansion of its Consumer Brands business.

The brand, currently owned by private equity firm Main Post Partners, has built a strong presence in the U.S. through its portfolio of shampoos, conditioners, treatments, and styling products. Known for collections such as Curl Talk, Clean Freak, Beach Babe, Plump for Joy, and All Eyes On Me, Not Your Mother’s has developed a loyal customer base and strong recognition among American consumers.

The acquisition represents another step in Henkel’s strategy to grow its Consumer Brands portfolio through targeted mergers and acquisitions. By integrating the brand into its hair care business, Henkel aims to expand its presence in the North American market, which is the largest hair care market globally.

In fiscal year 2025, Not Your Mother’s generated approximately €190 million in sales. The brand has experienced consistent double-digit growth in recent years while maintaining strong gross margins, demonstrating its solid position in the competitive U.S. hair care sector.

Henkel CEO Carsten Knobel said the acquisition aligns with the company’s broader growth strategy and reinforces its commitment to expanding its Consumer Brands portfolio with high-performing brands. He noted that the transaction is expected to strengthen Henkel’s capabilities in the hair category while offering opportunities to further accelerate the growth of the company’s consumer business.

Wolfgang König, Executive Vice President of Consumer Brands at Henkel, described the brand as a strong strategic addition to the company’s hair portfolio. According to König, Not Your Mother’s combines strong brand identity with consumer-driven product innovation and advanced digital marketing capabilities. These attributes, together with Henkel’s expertise in hair care and styling, create opportunities to further develop the brand and expand its reach in the market.

The acquisition also opens possibilities for new consumer-focused innovations and operational synergies across Henkel’s hair care business in North America. Leveraging Henkel’s research, development, and marketing capabilities could help further enhance the brand’s product portfolio and market position.

Completion of the transaction remains subject to customary closing conditions, including regulatory approvals. Financial details of the agreement have not been disclosed by the parties involved.

Henkel emphasized that forward-looking statements regarding future business developments, financial performance, or expected benefits from the acquisition are based on current assumptions and estimates. Actual results may vary depending on a range of factors, including market conditions and competitive dynamics.

This document contains statements referring to future business development, financial performance and other events or developments of future relevance for Henkel that may constitute forward-looking statements. Statements with respect to the future are characterized by the use of words such as expect, intend, plan, anticipate, believe, estimate, and similar terms. Such statements are based on current estimates and assumptions made by the corporate management of Henkel AG & Co. KGaA. These statements are not to be understood as in any way guaranteeing that those expectations will turn out to be accurate. Future performance and results actually achieved by Henkel AG & Co. KGaA and its affiliated companies depend on a number of risks and uncertainties and may therefore differ materially (both positively and negatively) from the forward-looking statements. Many of these factors are outside Henkel’s control and cannot be accurately estimated in advance, such as the future economic environment and the actions of competitors and others involved in the marketplace. Henkel neither plans nor undertakes to update forward-looking statements.

This document includes supplemental financial indicators that are not clearly defined in the applicable financial reporting framework and that are or may be alternative performance measures. These supplemental financial indicators should not be viewed in isolation or as alternatives to measures of Henkel’s net assets and financial position or results of operations as presented in accordance with the applicable financial reporting framework in its Consolidated Financial Statements. Other companies that report or describe similarly titled alternative performance measures may calculate them differently.

This document has been issued for information purposes only and is not intended to constitute an investment advice or an offer to sell, or a solicitation of an offer to buy, any securities.

Henkel to acquire Not Your Mother’s hair care brand as part of strategy to expand Consumer Brands portfolio in North America

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