Fourth brand carve-out over four years adds
Q-tips®, Impulse, Caress, Tigi, Timotei, Monsavon, Brut, and
Alberto Balsam to Yellow Wood
Portfolio
BOSTON, Dec. 18,
2023 /PRNewswire/ -- Yellow Wood Partners LLC
("Yellow Wood"), a Boston-based
private equity firm focused on investing in consumer brands and
companies, today announced a binding offer to acquire Elida Beauty,
a portfolio of brands from Unilever (NYSE: UL). The Elida Beauty
portfolio includes Unilever brands Q-tips®, Impulse, Caress, Tigi,
Timotei, Monsavon, Brut, Moussel, Alberto
Balsam, and VO5.
Tad Yanagi, Partner at Yellow
Wood Partners, commented, "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. 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."
Dana Schmaltz, Yellow Wood
Partner, added, "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. 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."
Yellow Wood's diverse portfolio of consumer brands includes The
Suave Brands Company; leading global footcare brand Dr. Scholl's
and Scholl International; Beacon Wellness Brands, led by its anchor
brand PlusOne®, the #1 sexual wellness device brand; beauty brands
Real Techniques and EcoTools; self-tanning brands Isle of Paradise,
Tanologist and TanLuxe; and skincare brands Byoma and Freeman
Beauty.
The transaction is expected to be completed by mid-2024 upon
completion of customary closing and regulatory approvals.
About Elida Beauty
Elida Beauty was formed in 2021 and its original beauty and
personal care brands included Q-tips, Tigi, Caress, Timotei,
Impulse, Monsavon, others (Fissan, Williams, Noxzema, Brylcreem,
V05, Lever 2000, Badedas, Matey). In 2022, it became a formalised
Global Business Unit within Unilever Personal Care and more brands
were added: Alberto Balsam, Brut,
Pond's (for North American and Europe only), and St. Ives (for North American
and Europe only). The transaction
perimeter excludes the Pond's and St. Ives brands sold beyond
North America and Europe which will remain in Unilever's Beauty
& Wellbeing brand portfolio.
About Yellow Wood Partners
Yellow Wood Partners is a Boston-based private investment firm that
invests exclusively in the consumer industry in the middle market.
The firm seeks to acquire branded consumer products that sell into
a variety of consumer channels, including mass, drug, food,
specialty, value, club and e-commerce. Yellow Wood's Consumer
Operating DNA investment and operating strategy is based on
utilizing the firm's functional operating resources to help
maximize brand performance by driving organic growth to increase
operating efficiencies. The firm further seeks to acquire
additional brands to accelerate growth in its limited number of
platform companies. For more information, please visit
www.yellowwoodpartners.com.
Contact:
Chris Tofalli
Chris Tofalli Public Relations, LLC
chris@tofallipr.com
914-834-4334
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SOURCE Yellow Wood Partners