From the recent trend of domestic and foreign beauty companies rushing to increase their washing and care products, it can be seen that the washing and care track is quite popular. In addition, Ju Meili has launched a new brand in the previous CMO of L'Oreal? 》According to a report in the article, Land of FU, founded by former CMO Ye Wei of L'Oreal, is also a skincare brand.

Among international beauty companies, Henkel, which was reported to be planning to acquire the American professional hair care brand Olaplex, also known as Hermes, in early 2026, recently acquired a hair care brand with an annual sales of 1.5 billion yuan.

According to a press release released on the official website of Henkel, it has signed an agreement to acquire the American hair care brand Not Your Mother's, with the aim of expanding its hair care business in the United States. The terms of the transaction have not been disclosed to the public.

We hope to expand our product portfolio by acquiring Not Your Mother's. This transaction will enhance our market position in the North American consumer hair care industry and accelerate the growth of our consumer goods business. ”Carsten Knobel, CEO of Henkel, commented as follows.

Focusing on this acquisition event, Not Your Mother's has changed hands from private equity firm Main Post Partners and become a subsidiary of Henkel.

Regarding the reasons for the acquisition, Wolfgang K ö nig, Executive Vice President of Henkel's Consumer Products Business, stated that "Not Your Mother's is highly aligned strategically with Henkel's hair care business. ”

In addition, in its press release, Henkel also evaluated the Not Your Mother's brand as "highly recognized among American customers and consumers", and based on the latter's sustained sales growth in recent years, regarded this acquisition as one of the important strategic measures to support Henkel's purposeful growth.

It is worth noting that according to the official website of Henkel, the brand's annual sales will be approximately 190 million euros (about 1.52 billion yuan) in 2025, showing double-digit growth year-on-year.

Focusing on the development of the brand, Not Your Mother's was founded in 2010 and is a well-known hair care brand in the United States. Up to now, it has undergone two acquisitions. In April 2025, its product Clean Freak dry shampoo was also endorsed by Hailey Bieber.