Henkel Acquires Not Your Mother's Haircare Brand

Henkel has acquired DeMert Brands from private equity firm Main Post Partners.

The transaction includes buying out DeMert's Not Your Mother's (NYM) haircare brand, founded in 2010 and headquartered in Tampa, Florida. The deal includes shampoos, conditioners, treatments and styling products with collections such as Curl Talk, Clean Freak, Beach Babe, Plump for Joy and All Eyes on Me. The NYM brand generated about $222 million in fiscal year 2025 sales.

Henkel CEO Carsten Knobel said the transaction expands the company's presence in the North American consumer hair segment, providing an opportunity for accelerated growth. 

Also: Not Your Mother’s talked about building a unified supply chain planning strategy

Wolfgang König, EPV, consumer brands, said Henkel chose the brand for its "distinct and strong brand equity combined with insight‑driven innovations and strong digital marketing expertise." 

"Bringing together Henkel's pioneering spirit, global expertise and sustainability leadership with NYM's unique innovation approach, creativity and agility creates a powerful partnership that delivers meaningful value for Henkel, NYM and — most importantly — our consumers," Phil Schaffer, corporate SVP, Henkel consumer brands, North America, said in a statement.