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www.yellowwoodpartners.com
Key Personnel: Dana Schmaltz, founder and partner; Alfie Vivian, chief executive officer
Major Products: Personal care products. Brands include Alberto Balsam, Amopé, Bed Head, Brut, Byoma, Caress, Chapstick, Dr. Scholl’s, EcoTools, Eulactol, Freeman, Impulse, Isle of Paradise, Krack, Monsavon, Noxzema, Palm Perfect, Pond’s, Plum Beauty, PlusOne, Real Techniques, St. Ives, Suave, Tan Luxe, Tanologist, Timotei, VO5
New Products: Chapstick—Honey Nourish collection, Dr. Scholl’s—Adapts To You, Freeman—Moisture Mask face set, Impulse—Signature Collection, Suave Relaunch. To be launched: Suave Bonding Infusion Collection
Comments: Yellow Wood Partners owns some of the best-known brands in the personal care business.
Yellow Wood’s 2024 investments included Q-tips, the No. 1 cotton products brand. In March 2025, the cotton swab made Newsweek’s list of America’s Most Loved Brands.
To capitalize on consumers’ appetite for dupes, Yellow Wood relaunched Suave shampoos and conditioners.
“We saw the early seeds of [the drugstore hair-care shopping trend], but honestly, it’s just a bit of luck,” Rachel Behm, SVP-marketing, Suave Brands, told Glossy. “It’s been a nice surprise that we’re so happy to be a part of.”
Next up? Bonding Infusion Collection, which carries the tagline “working as well as Olaplex.”
According to Behm, at least 90% of Americans know the Suave brand.
Last year represented the first full-year results that included Elida Beauty, the $900 million business includes brands like Q-Tips, Impulse, Caress, Tigi, Timotei, Monsavon, Brut, Moussel, Alberto Balsam and VO5.
Yellow Wood Partners
Boston, MA
Sales: $1.5 billion
Yellow Wood’s 2024 investments included Q-Tips, the No. 1 cotton products brand. In March 2025, the cotton swab made Newsweek’s list of America’s Most Loved Brands.
TSG Investment Partners will help flushable wipes brand continue household expansion.
By: Melissa Meisel
How the financial sector can lead with impact.
After a successful 21st edition that welcomed 26,000 global attendees, CPNA remains a strategic hub for companies.
Formulated to soothe irritated skin.
By: Lianna Albrizio
The refreshed line now features upgraded, more sustainable packaging designed to reduce environmental impact.
The K Beauty brand’s products were selected by the backstage team to meet the demands of fast-paced prep and intense runway conditions.
The award recognizes the brand’s real-time skin analysis solution for its transformative impact on customer engagement and skincare personalization.
Eight aspiring perfumers turned their fragrance visions into fully developed creations at annual exams.
For new or emerging brands in the SPF category looking to make a name for themselves, now’s the time.
By incorporating this glistening algae into their products, CPG companies can meet the increasing demand for functional ingredients that promote health and wellness.
Enhanced with light-diffusing micropearls and a sheer tint of color, Body Lava accentuates every skin tone with a silky, sun-soaked shimmer.
During the promotional period, beauty shoppers in NYC, LA, San Francisco, Chicago and Seattle can be “Delivered to Beauty” for a best-in-class personalized shopping experience.
Products include a nail collection and De-Tox Hydra-Gel Eye Patches in limited-edition packaging.
HerCore Essentials was developed to support women's well-being with formulas designed to complement a balanced lifestyle.
The Perfectly Chilled nail design features sleek, blue-tipped chrome nails aimed to pair with a café-style iced coffee.
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