In a bid to focus on its multicultural and male consumers, Unilever has sold the brands Motions, Just for Me, Consort, Groom & Clean and TCB to international hair care company Strength of Nature for an undisclosed sum.
Kees Kruythoff, President of Unilever North America, said, “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 realize 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 a fast-growing competitor in the multi-cultural hair care market, and is looking to further expand its international business with the acquisition of the brands from Unilever.
Mario de la Guardia, Strength of Nature CEO, said, “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.”