Mexico: Henkel acquires Xtreme hair styling brand

The Xtreme brand of hair gel  has been acquired by the German personal and household care firm Henkel, according to a report in Revista Neo.

The brand was previosly owned by Wet Line, a Mexican manufacturer of perfume, cosmetics and toiletries. The transaction includes the brand along with products formulas and packaging.

"We are making efforts to position ourselves as a leader in the styling segment globally, as hair products are one of our global priorities”, commented Xenia Barth, Henkel’s head of retail beauty care in Mexico. “[...] The recent acquisition of the Pert brand as well as the Xtreme brand represent the foundation from which we will build our leadership in the haircare segment in Latin America".

Source: Revista Neo