Henkel management has signed an agreement to acquire the New York-based hair specialist from funds managed by Ares Management Corporation’s private equity group.
Henkel believes the move will not only boost its position in the professional hair care category, but also expand its position with products specifically developed for curly hair, one of the fastest growing hair care segments. says it helps.
Henkel targets big industry trendsna
In recent years, the trend towards more personalized products has increasingly impacted the industry as millennials and younger consumers seek out products that suit their specific hair and skin care needs.
“This transaction is in line with Henkel’s strategy to strengthen its brand portfolio and capitalize on growth opportunities through targeted investments. DevaCurl is one of the fastest growing premium professional hair care brands in the United States. and will further strengthen our growth momentum.” Stefan Mund, Regional Head of Henkel Beauty Care and North American Hair Professional, speaks exclusively to cosmetic design.
DeVacal’s strong line of premium products for all types of curly and wavy hair are highly complementary to our existing beauty care portfolio and offer strong innovation capabilities and growth potential provide. ”na
DevaCurl ahead of its timena
DevaCurl was one of the first brands of its kind to hit the U.S. market in 1994, and since then has seen a wave of growing consumer interest in products specifically developed for problems related to curly hair. I was able to grow significantly by riding
Formulated as vegan and free, DevaCurl’s portfolio of products includes cleansers, conditioners, styling products, styling accessories and treatments, creating a comprehensive range of products that contribute to its premium positioning. .
The series is now available in Ulta and Sephora retail stores nationwide, as well as several Direct to Consumer (D2C) e-commerce platforms, and is expected to exceed $100 million in 2019 and employ approximately 200 people. I have secured it.
Targeting fast-growing categoriesna
Henkel executives say the acquisition is part of a strategy to acquire well-positioned brands in the fast-growing cosmetics and personal care categories around the world.
“DevaCurl is one of America’s fastest growing ‘premium professional’ hair care brands. ” Jens-Martin Schwarzler, Executive Vice President and Head of Beauty Care at Henkel, said:
The brand fits perfectly into our beauty care business and strengthens the growth momentum of our hair professional portfolio in the world’s largest hair professional market. ”na