Henkel strengthens hair care portfolio with acquisition of “Not Your Mother’s”
The transaction is pending standard closing requirements, including regulatory approvals, with the financial terms not disclosed.
GERMANY – Henkel has agreed to acquire DeMert Brands, the parent company of Not Your Mother’s (NYM), to strengthen its hair care offerings in the United States, the world’s largest hair care market.
This deal targets NYM’s strong performance, with approximately €190 million (USD 221 million) in sales during fiscal 2025, driven by consistent double-digit growth and healthy margins.
Launched in 2010 and based in the US, Not Your Mother’s develops accessible hair solutions focused on high-performance results for needs like curl definition, texture, and volume.
The acquisition bolsters Henkel’s Consumer Brands hair portfolio in North America by integrating NYM’s established presence and consumer appeal.
Henkel CEO Carsten Knobel stated, “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.”
Wolfgang König, Executive VP of Consumer Brands, praised NYM’s robust brand identity, insight-based product development, and digital marketing strengths, which pair well with Henkel’s hair care and styling know-how.
Not Your Mother’s (NYM) offers a wide range of affordable, high‑quality hair care products, including shampoos, conditioners, styling creams, gels, sprays, and treatments tailored for different hair types such as curly, textured, fine, and colour-treated hair.
The brand is known for fun, accessible lines like Curl Talk, Beach Babe, Clean Freak, and All Eyes On Me.
On the other hand, Henkel offers a broad portfolio of hair care products under globally recognized brands such as Schwarzkopf, Syoss, Joico, and recently acquired Not Your Mother’s (NYM).
These cover shampoos, conditioners, hair colourants, styling products, and professional salon solutions.
This move comes at a time when the global hair care market is currently valued at around USD 111–114 billion (2025–2026) and is projected to grow steadily, reaching approximately USD 126.7 billion by 2032, at a CAGR of about 6.3%, according to a report by Fortune Business Insights.
This growth is driven by premiumization, ingredient transparency, and omnichannel retail expansion.
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