Unilever acquires Grüns to strengthen beauty & wellbeing portfolio
This move aligns with the company’s focus on high-growth, premium wellness products.
USA – Unilever has acquired Grüns, a leading U.S.-based greens supplement company, to expand its Beauty & Wellbeing portfolio.
The agreement positions Grüns as a key addition to Unilever’s Wellbeing division, emphasising science-backed green supplements that prioritise consumer adherence through enjoyable daily rituals.
Founded in 2023 by Chad Janis, Grüns has rapidly grown into a top player in the U.S. market via digital-native branding and distribution across retail and direct-to-consumer channels.
The acquisition supports Unilever’s portfolio optimization toward Beauty & Wellbeing, a €13.2 billion (USD 14.26 billion) segment that saw 6.5% underlying sales growth in 2024, driven by haircare, skincare, and wellness innovations.
Jostein Solheim, Unilever Wellbeing CEO, said, “We are thrilled to welcome Grüns into the Unilever family.”
¨As a leader and true innovator in the Greens Supplement category, what sets Grüns apart is its focused portfolio of science-backed products that people genuinely enjoy, trust, and consistently use.”
“This combination of efficacy and experience is powerful, and together we see a significant opportunity to scale the brand within our Wellbeing business.”
This follows Unilever’s pattern of wellness investments amid a shift from slower-growth food units, potentially freeing USD 15 billion for M&A, and builds on Beauty & Wellbeing’s 4.3% growth in 2025.
Terms remain undisclosed, with Grüns operating in the fast-expanding vitamins, minerals, and supplements (VMS) category.
Chad Janis, Founder and CEO of Grüns, said the company’s customers are its core purpose, and with Unilever’s backing, Grüns can expand its reach, accelerate growth, and elevate the experience of daily wellness habits.
This move comes shortly after Unilever Plc recently agreed to merge most of its food business with US-based spice maker McCormick & Co. in a deal valued at USD 44.8 billion, marking a major restructuring that will reshape both companies’ portfolios.
Under the agreement, Unilever will receive USD 15.7 billion in cash, along with shares of McCormick valued at USD 29.1 billion.
Although Unilever’s food division is considered a high-margin segment, its growth has lagged behind the company’s personal care and beauty businesses.
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