FMCG giant Unilever has sold its ethnic hair care brands Soft & Beautiful, TCB and Pro-Line Comb-Thru to US based Strength of Nature for an undisclosed sum.
The sale, which was finalised earlier this month, excludes TCB’s business in Africa. Kees Kruythoff, President of Unilever North America, said: “Soft & Beautiful, TCB and Pro-Line Comb-Thru are each terrific brands with a long legacy in the ethnic hair care category. These brands are part of one of the fastest growing categories in the personal care sector and we believe their potential can now be more fully realised with Strength of Nature.”
Mario de la Guardia, Strength of Nature CEO, added: “We are extremely pleased to add these great brands to our expanding portfolio. Soft & Beautiful, Soft & Beautiful Botanicals, TCB and Pro-Line Comb-Thru are brands with strong consumer following, high awareness and a long tradition of serving their consumers. We are excited about their potential, and strongly believe they each provide an excellent foundation for expanded innovation and product improvement.”