Henkel has signed an agreement to acquire Not Your Mother's, a fast-growing hair care and styling brand in North America currently owned by private equity investor Main Post Partners.
The brand generated approximately €190 million in sales in fiscal year 2025, delivering double-digit growth and a strong gross margin. Its portfolio includes shampoos, conditioners, treatments and styling products across collections such as Curl Talk, Clean Freak, Beach Babe, Plump for Joy and All Eyes On Me.
Henkel said the acquisition forms part of its broader growth strategy and will strengthen its position in hair care, one of its core Consumer Brands categories.
The company cited opportunities for consumer-focused innovation and synergies with its existing hair care and styling expertise in the US market.
"The planned acquisition of Not Your Mother's reinforces Henkel's strategy to expand its portfolio through compelling, value-adding M&A activities," said CEO Carsten Knobel.
"This acquisition offers the potential for consumer-focused innovation and to accelerate the growth dynamics of our consumer business."
Wolfgang König, executive vice president of Consumer Brands, described the brand as a strong strategic fit.
"Not Your Mother's represents a distinct and strong brand equity combined with insight-driven innovations and strong digital marketing expertise," he said.
"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."
Financial terms were not disclosed. The transaction remains subject to customary closing conditions, including regulatory approvals.
Henkel to acquire US hair care brand Not Your Mother’s in North American expansion push
