Yellow Wood Partners Acquires VO5, Q-tips from Unilever
Yellow Wood Partners has acquired the Elida Beauty portfolio from Unilever, the two companies said on Monday.
Through the deal, of which terms were not announced, the Boston-based private equity firm now owns Q-tips, Impulse, Caress, Timothy, VO5 and other brands.
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Elida Beauty was formed in 2021 and the following year became a formalized Global Business Unit within Unilever Personal Care.
“We look forward to completing another successful transaction with Unilever to acquire these great consumer brands. 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,” said Dana Schmaltz, a partner at Yellow Wood Partner.
Earlier this year, Yellow Wood acquired Suave North America from Unilever.
Also part of its portfolio is Dr. Scholl’s and Scholl International; Beacon Wellness Brands, led by its anchor brand PlusOne and Real Techniques.
As previously reported by WWD, new players are emerging in beauty as the strategics continue to look to divest some of their assets.
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