Henkel Acquires Hair Care Brand Not Your Mother’s

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.

In a statement, chief executive Carsten Knobel said that the transaction would further “strengthen” Henkel’s presence in the US. Not Your Mother’s eye-catching range of shampoos, conditioners and styling products are already a staple in American drug, grocery and specialty beauty stores. Not Your Mother’s will join fellow hair care brands Schwarzkopf, Live and Got2b in Henkel’s Consumer Goods division.

The brand is also particularly popular with Gen Z and Gen Alpha shoppers: in April 2025, investment bank Piper Sandler identified Not Your Mother’s the most popular brand in hair care among teens, and its Clean Freak dry shampoo has been endorsed by Hailey Bieber.

Known for its affordable, salon-quality range of clean hair care and styling products, Not Your Mother’s was founded in 2010 by DeMert Brands, and quickly became the parent company’s flagship label. In 2019, Main Post Partners acquired a majority stake in DeMert Brands to assist in scaling its portfolio.

Not Your Mother’s is the latest in a slew of acquisitions for Henkel, which acquired Dutch coating firm Stahl Holdings and Swiss adhesive maker ATP Adhesive Systems earlier this year.

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