Unilever sells five beauty brands to Strength of Nature


Unilever says sale is not a sign of moving away from hair care or male grooming sectors

Unilever has announced the sale of five of its beauty brands: Motions, Just for Me, Consort, Groom & Clean and African brand TCB. The company has not disclosed the terms of the deal.

TCB is currently sold in a limited number of African markets. Motions and Just for Me are tailored to the needs of afro hair, while Consort and Groom & Clean are male grooming brands.

In a statement, Unilever said that the sale was not an indication that the company was moving away from these sectors. Kees Kruythoff, President of Unilever North America, commented: “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 is said to be one of the fastest growing companies in the multi-cultural hair care category. Its existing brands include: Profectiv MegaGrowth, African Pride, Dream Kids, Beautiful Textures and Soft & Beautiful.

Mario de le Guardia, CEO at Strength of Nature, commented: “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.”

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