SAN FRANCISCO – Main Post Partners, a private equity investment firm focused on partnering with high-growth consumer brands, announced it has reached an agreement to sell DeMert Brands, parent company of Not Your Mother’s (NYM), to Henkel.
Since launching in 2010, Not Your Mother’s has built a loyal consumer following through its targeted, benefit-led franchises addressing key hair needs, including curl definition, texture and volume. The brand has established itself as a high-growth, modern haircare brand dedicated to transforming everyday routines with high-performance formulas.
Main Post invested in NYM in 2019 and partnered with the founders and management team to scale the business into the largest independently owned mass haircare brand, achieving top brand rankings at key retail partners, broadening international distribution and garnering widespread industry and consumer recognition.
“We are very pleased with the growth of NYM and are grateful to all the many people, past and present, who contributed to its success, including the contributions of the team at Main Post Partners,” said Rocky and Bethany Pagliarulo, the founders. “We also wish Henkel every continued success with the NYM Brand.”
“Since partnering in 2019, we are proud of what we’ve accomplished,” said Sean Honey, Managing Partner at Main Post Partners. “The brand has built strong momentum by staying focused on product performance and innovation and deepening its longstanding retail partnerships.”
“We are grateful to Rocky, Bethany and the NYM team for their partnership,” added Matt Short, Partner at Main Post Partners. “Together, we have built an exceptional brand and look forward to seeing NYM continue to flourish in its next chapter with Henkel.”
This transaction further underscores Main Post and its partners’ extensive experience in beauty and wellness, with previous exits including the sales of Dr. Dennis Gross, Too Faced Cosmetics, Milk Makeup, and Hydrafacial, among others.
