Henkel To Acquire US Hair Care Brand Not Your Mother’s

Photo: Henkel

The brand, which generated approximately €190 million in sales in fiscal 2025, will be integrated into Henkel’s consumer hair portfolio in the region.

Financial terms of the transaction were not disclosed and the deal remains subject to customary closing conditions and regulatory approvals, Henkel added.

Strategic Growth

The acquisition forms part of Henkel’s broader strategy to expand its portfolio through targeted M&A and to increase growth within its consumer brands business.

Carsten Knobel, CEO of Henkel, stated, “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

Founded in the US and currently owned by private equity firm Main Post Partners, Not Your Mother’s offers a range of shampoos, conditioners, treatments and styling products.

Its portfolio includes collections such as Curl Talk, Clean Freak, Beach Babe, Plump for Joy and All Eyes On Me.

According to Henkel, the brand has recorded double digit sales growth in recent years while maintaining a strong gross margin.

Wolfgang König, executive vice president consumer brands at Henkel, 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 US, the largest global hair market.”

Henkel has identified haircare as a core category within its consumer brand’s division.

The addition of Not Your Mother’s is expected to strengthen its competitiveness in the North American haircare market.