PARIS — Henkel is reaching further into consumer hair care and styling in the U.S. with the plan to acquire Not Your Mother’s.
The German consumer goods giant said it has signed an agreement to purchase the Tampa, Fla.-based brand from Main Post Partners, a private equity concern. Financial terms were not disclosed.
Not Your Mother’s was launched by Rocky and Bethany Pagliarulo in 2010. Nine years later, Main Post invested in the brand, working with the founders and management to scale the business. It became, according to Main Post, the largest independently owned mass hair care brand in the U.S.
“We are very pleased with the growth of NYM and are grateful to all the many people, past and present, who contributed to its success, including the contributions of the team at Main Post Partners,” the two founders said in the statement. “We also wish Henkel every continued success with the NYM brand.”
“The transaction represents another important step in Henkel’s purposeful growth agenda and will further strengthen the company’s capabilities in the hair business, one of its core consumer brands categories,” the company said in a statement Monday.
Not Your Mother’s portfolio includes shampoos, conditioners, treatments and styling products. Its best-known ranges include Curl Talk, Clean Freak, Beach Babe, Plump for Joy and All Eyes on Me. During fiscal year 2025, the brand generated sales of about 190 million euros and registered double-digit growth and a strong gross margin, according to Henkel.
Not Your Mother’s Curl Talk Defining Cream
Courtesy Not Your Mother’s
“The planned acquisition of Not Your Mother’s reinforces Henkel’s strategy to expand its portfolio through compelling, value‑adding M&A activities,” said Carsten Knobel, chief executive officer of Henkel, in the statement. “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.”
“Not Your Mother’s is a perfect strategic fit for our hair business,” added Wolfgang König, executive vice president of consumer brands at Henkel. “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.”
Düsseldorf-based Henkel’s hair-related brands include Schwarzkopf, Syoss, BlondMe and Got2b.
In January of this year, reports swirled that Henkel had proposed a takeover offer for Olaplex, another U.S.-based hair care concern. However, that deal has yet to materialize.
Main Post has longstanding experience in beauty and wellness. Its former exits in the space include Dr. Dennis Gross, Too Faced Cosmetics, Milk Makeup and Hydrafacial.
