In today’s acquisition news, we recently found out that a number of our favorite beauty brands have been
swallowed bought out by a company called Strength of Nature.
Strength of Nature calls themselves the “House of Brands” and with their latest acquisition we totally get why. According to Rolling out:
“Strength of Nature recently acquired five haircare brands from Unilever, according to their public relations agency of record Finn Partners. This latest acquisition positions Strength of Nature as the fastest growing category leader in the industry.
A global leader in the $700 million ethnic haircare industry today announced the acquisition of the Motions, Just for Me, Consort and Groom & Clean brands from Unilever. Strength of Nature also acquired the TCB brand’s business in Africa, making the company full owner of TCB.
“The Motions, Just for Me, Consort, Groom & Clean and TCB brands are beloved and trusted with a strong legacy, high awareness and great potential. Each provides an excellent foundation for renewed growth and expanded innovation. We look forward to building these brands,” says Mr. Mario de la Guardia, CEO of Strength of Nature.
“Strength of Nature is committed to serving the haircare needs of people with textured hair from curly to coily,” says Charlene Dance, global marketing director. “We want to ensure that this consumer has unlimited hair maintenance and styling options for their particular hair type, and are very excited to add these brands to our portfolio.”
Here is why this is huge, this company already owns Elasta Qp*, Profectiv MegaGrowth, Proline, African Pride, Soft and Beautiful Botanicals who owns Motions and they also have Just For Me, TCB and Beautiful Textures. Many of these brands many of us used to use back in the day, some of us still rock with them even now.
I think with any acquisition especially that large, many of us expect that major improvement in product quality or we might see a huge decline.
In this case Strength of Nature has a great reputation for research and if they want to compete in a market filled with organic healthy hair lines, we are thinking this acquisition is a great thing for all involved.