Henkel Completes Acquisition of Not Your Mother's Hair Care Brand to Expand Portfolio

Henkel's Strategic Acquisition of Not Your Mother's Hair Care Brand

In an exciting development for the personal care market, Henkel has officially completed its acquisition of the trendy hair care brand, Not Your Mother's (NYM). This acquisition reflects Henkel’s ongoing commitment to expanding its portfolio in the competitive North American hair care industry.

Founded in 2010, Not Your Mother's has rapidly gained popularity among consumers due to its innovative approach to hair care, offering a wide range of shampoos, conditioners, treatments, and styling products, including the beloved Clean Freak®, Curl Talk®, and Beach Babe® lines. The brand's headquarters are based in Tampa, Florida, and its market presence has grown significantly since inception, thanks to its focus on consumer-oriented product development and trend-driven formulations.

Phil Schaffer, Corporate Senior Vice President of Henkel Consumer Brands in North America, expressed enthusiasm about the merger. He stated, “I am truly excited to welcome Not Your Mother's colleagues to our Henkel Consumer Brands team in North America! Bringing together Henkel's pioneering spirit, global expertise, and sustainability leadership with NYM's unique innovation approach creates a powerful partnership that delivers meaningful value for Henkel, NYM, and – most importantly – our consumers.” This collaboration aims to harness NYM’s creativity and Henkel’s established market presence to cater to evolving consumer needs and preferences in hair care.

As part of Henkel’s strategic growth agenda, this acquisition will complement their existing capabilities in hair care, one of their core categories. With a remarkable 6.1 billion US dollars in sales reported for the 2025 fiscal year, Henkel's operations in North America accounted for 26 percent of its global revenue, underscoring the significance of this market.

In addition to its expertise in hair care through brands such as Schwarzkopf®, Henkel also boasts a strong portfolio in household goods including laundry detergents (like all® and Persil®) and cleaning products (Snuggle® and Dial®). The acquisition of Not Your Mother's aims not only to expand product offerings but also to infuse fresh, innovative approaches into Henkel's existing product lines.

Henkel has a long history of sustainability, which remains a pivotal aspect of its corporate culture. The company has set clear sustainability targets and maintains a reputation for leading in environmentally friendly practices. As the global market continues to evolve, Henkel's acquisition endeavors mirror a trend of consolidation, where larger corporations seek to enhance their market presence and diversify offerings.

Consumers can expect that the synergies from this partnership will yield a more dynamic and diverse lineup of products that speak directly to current hair care trends and the ever-changing needs of consumers. Henkel is committed to continuing its legacy of innovation while honoring the unique spirit of Not Your Mother's brand.

For more information about Henkel and its offerings, visit Henkel North America or follow them on X (formerly Twitter) @Henkel_NA.

Ultimately, this acquisition of Not Your Mother's by Henkel is set to reshape the landscape of hair care products in North America, bringing together two passionate teams focused on delivering exceptional products that meet consumer demands. As the industry watches closely, it will be fascinating to see how this merger influences upcoming trends and introduces new products that resonate with hair care enthusiasts across the continent.