Not Your Mother’s Sold To Henkel

Main Post Partners has reached an agreement to sell DeMert Brands, parent company of Not Your Mother’s, to Henkel.

Launched in 2010 by Rocky and Bethany Pagliarulo and based in Tampa, FL, Not Your Mohther’s (NYM) is a mass brand that includes well‑known collections such as Curl Talk, Clean Freak, Beach Babe, Plump for Joy and All Eyes On Me.

According to Henkel, in fiscal year 2025, NYM generated approximately €190 million in sales and delivered double-digit growth and a strong gross margin.

According to CEO Carsten Knobel, the acquisition of Not Your Mother’s “reinforces Henkel’s strategy to expand its portfolio through compelling, value‑adding M&A activities. With this transaction, we will significantly enhance our presence in the North American consumer hair segment. This acquisition offers the potential for consumer-focused innovation and to accelerate the growth dynamics of our consumer business.”

Main Post invested in NYM in 2019 and partnered with the founders and management team to scale the business into one of the largest independently owned mass haircare brands.

“Since partnering in 2019, we are proud of what we’ve accomplished,” said Sean Honey, managing partner at Main Post Partners. “The brand has built strong momentum by staying focused on product performance and innovation and deepening its longstanding retail partnerships.”