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Henkel Acquires Hair Care Brand Not Your Mother’s

The German consumer giant is expanding its US hair care presence with the the fast-growing, teen-favourite brand.
Not Your Mother's
The brand's eye-catching hair care products will join Schwarzkopf, Live hair colour and Got2b in Henkel's consumer brands portfolio. (Not Your Mother's via Instagram)
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German conglomerate Henkel announced on Monday it had signed an agreement to acquire US hair care and styling brand Not Your Mother’s from private equity firm Main Post Partners. Financial terms of the deal were not disclosed, but the brand generated approximately €190 million ($219 million) in sales and delivered double-digit growth in 2025, per Henkel.

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About the author
Rachael Griffiths
Rachael Griffiths

Rachael Griffiths is a Senior Editorial Associate at The Business of Beauty. She is based between St Helens and London, and covers beauty, wellness and industry news.

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