Yellow Wood Partners acquiring Elida Beauty from Unilever
Yellow Wood Partners is setting in motion all the necessary steps of acquire Elida Beauty and its portfolio of brands from Unilever.
Elida Beauty’s brands include Q-tips, Impulse, Cress, Tigi, Timotei, Monsavon, Brut, Alberto Balsam and VO5.
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“We are excited to work with Unilever’s Elida Beauty team on the carve out and lead these brands into their next phase of growth and expansion. Consumers around the world love these brands as they are an important part of their daily lives,” said Tad Yanagi, partner at Yellow Wood Partners. “We believe the Elida Beauty brands will flourish in the Yellow Wood operating model where our teams will work to build and enhance growth and accessibility of this new platform. Our prior relationship with the Unilever team helped us understand the potential of Elida Beauty.”
Yellow Wood's family of brands include Suave’s Dr. Scholl’s and Scholl International; Beacon Wellness and PlusOne; Real Techniques and EcoTools; Isle of Paradise; Tanologist; TanLuxe; Byoma and Freeman Beauty.
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“We look forward to completing another successful transaction with Unilever to acquire these great consumer brands. Our partnership with Unilever continues to grow and we are excited to bring such fantastic brands as Q-tips, Caress, and VO5 among others into the Yellow Wood portfolio,” said Dana Schmaltz, Yellow Wood partner. “Our team has become adept at leading complex corporate carve-outs and creating the critical functions required of an independent company to implement strategies to achieve long-term growth. This will be our fourth brand carve out from a major CPG company over the last four years, and we look forward to continuing our differentiated strategy to acquire other brands in the future.”