Henkel Takes Major Stake in D2C Beauty Brands
Germany’s Henkel has entered into an agreement with compatriot firm Invincible Brands Holding to take a 75% stake in a business that comprises three fast-growing premium direct-to-consumer (D2C) beauty brands: HelloBody, Banana Beauty and Mermaid+Me.
Mostly sold in Europe, the three D2C brands capture more than 1.5 million active consumers and will significantly extend Henkel Beauty Care’s digital footprint, enhancing its capabilities in areas such as performance marketing, analytics and fast innovation.
In the twelve months ending June 2020, the businesses generated total sales of about €100 million and employed approximately 180 people.
“With this acquisition we will strengthen our portfolio with fast-growing premium brands in attractive categories. Through 1:1 interactions with consumers we will gain valuable insights that will help us to create meaningful innovations for the entire retail business,” said Jens-Martin Schwärzler, executive vice president and responsible for Henkel’s Beauty Care business.
The remaining 25% stake will stay with the founders of Berlin-based Invincible Brands Holding – Bjoern Keune and Gennadi Tschernow – and private equity fund manager capital D. The founders and existing management team will remain onboard to further expand the existing business as well as establish new ventures.
Financial terms of the agreement, which remains subject to customary closing conditions, including regulatory approvals, were not disclosed.
Earlier this month, Henkel agreed to buy the consumer sealants business of Momentive Performance Materials.
Author: Elaine Burridge, Freelance Journalist
