Henkel Acquires 'Not Your Mother's' to Bolster U.S. Hair Care Portfolio
Event summary
- Henkel completed the acquisition of 'Not Your Mother's' (NYM) on April 27, 2026.
- NYM is a leading hair care and styling brand in North America, launched in 2010 with headquarters in Tampa, FL.
- The deal complements Henkel’s existing Schwarzkopf® hair care line and strengthens its position in the U.S. market.
- Henkel reported $6.1 billion (€5.4 billion) in North American sales in 2025, accounting for 26% of its global revenue.
The big picture
Henkel’s acquisition of NYM underscores its focus on strengthening its consumer brands portfolio, particularly in the hair care segment. The move comes as the beauty and personal care sector faces increasing competition from niche, trend-driven brands. With North America contributing nearly a quarter of Henkel’s global sales, this deal is part of a broader strategy to consolidate its position in key markets.
What we're watching
- Integration Strategy
- How Henkel will integrate NYM’s agile innovation approach with its own global expertise.
- Market Expansion
- Whether the acquisition can help Henkel capture a larger share of the U.S. hair care market.
- Sustainability Alignment
- The pace at which NYM’s product lines will align with Henkel’s sustainability leadership goals.
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