USA: Unilever sells five hair care brands to Strength of Nature

USA: Unilever sells five hair care brands to Strength of Nature

Multinational FMCG firm Unilever has announced that it has sold the Motions, Just for Me, Consort, Groom & Clean brands, and African rights to the TCB brand, to the specialized multi-cultural hair care manufacturer, Strength of Nature.

Georgia, USA based Strength of Nature markets a number of brands including Profectiv MegaGrowth, African Pride, Dream Kids, Beautiful Textures, Elasta QP, Soft & Beautiful, Soft & Beautiful Botanicals, Proline and TCB, the latter currently available in a limited number of African markets.

In statement, Unilever asserted that the sale did not signify the company is leaving the sector. Kees Kruythoff, president of Unilever North America, declared: “We remain committed to the ethnic hair care and men’s grooming categories. We believe that the Motions, Just for Me, Consort and Groom & Clean brands and the TCB brand in Africa will be able to realise their full potential with Strength of Nature. We will continue to focus on the specific needs of both multicultural and male consumers with our global brands”.

Strength of Nature CEO Mario de la Guardia added: “We are very excited to add these brands to Strength of Nature’s growing portfolio, and to further expand our international business with the acquisition of the African rights for TCB. These are trusted brands, each with a strong legacy and high awareness, reinforcing Strength of Nature’s commitment to providing affordable and quality hair care products to our consumers. Each provides an excellent foundation for renewed growth and expanded innovation, and we look forward to building these brands”.

Financial details of the transaction were not disclosed.

Source: Unilever