M&A Deal Summary

Yellow Wood Partners Acquires Elida Beauty

On December 18, 2023, private equity firm Yellow Wood Partners acquired consumer products company Elida Beauty from Unilever

Acquisition Highlights
  • This is Yellow Wood Partners’ 9th transaction in the Consumer Products sector.
  • This is Yellow Wood Partners’ 10th transaction in the United States.

M&A Deal Summary
Date 2023-12-18
Target Elida Beauty
Sector Consumer Products
Buyer(s) Yellow Wood Partners
Sellers(s) Unilever
Deal Type Divestiture

Target

Elida Beauty

United States
Elida Beauty includes brands such as Q-tips, Tigi, Caress, Timotei, Impulse, Monsavon, others (Fissan, Williams, Noxzema, Brylcreem, V05, Lever 2000, Badedas, Matey). In 2022, it became a formalised Global Business Unit within Unilever Personal Care and more brands were added: Alberto Balsam, Brut, Pond's (for North American and Europe only), and St. Ives (for North American and Europe only). The transaction perimeter excludes the Pond's and St. Ives brands sold beyond North America and Europe which will remain in Unilever's Beauty & Wellbeing brand portfolio. Elida Beauty was formed in 2021.

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Buyer(S) 1

Buyer

Yellow Wood Partners

Boston, Massachusetts, United States

Investor Investor Investor Investor Investor

Category Private Equity Firm
Founded 2009
PE ASSETS 1.8B USD
Size Large
Type Sector Focused
DESCRIPTION

Yellow Wood Partners is a specialist private equity firm focused on control and minority investments in the consumer sector. Yellow Wood targets growth companies generating positive cash flow and the potential and the potential for increased growth/improved margins. Specific areas of interest include food, beverages, pet care, home goods, outdoor/recreation, health/wellness, and beauty/personal care. The Firm looks to commit $35 to $200 million per company. Yellow Wood Partners was formed in 2009 and is based in Boston, Massachusetts.

DEAL STATS #
Overall 11 of 11
Sector (Consumer Products) 9 of 9
Type (Divestiture) 6 of 6
Country (United States) 10 of 10
Year (2023) 2 of 2
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2023-02-14 Suave

Englewood Cliffs, New Jersey, United States

Suave sells products for women, men and kids in mass retailers and ecommerce platforms. Suave's products include hair and body products including shampoos, conditioners, treatments and serums, styling products, body wash, antiperspirants and deodorants, and skin care. Suave is based in Englewood Cliffs, New Jersey.

Buy -

Seller(S) 1

SELLER

Unilever

London, United Kingdom
Category Company
Founded 1894
Sector Consumer Products
Employees148,949
Revenue 50.7B EUR (2020)
DESCRIPTION

Unilever is a multinational consumer goods company. Its products include food, beverages, cleaning goods and personal care products. Unilever was founded in 1894 and is based in London, United Kingdom.

DEAL STATS #
Overall 23 of 23
Sector (Consumer Products) 8 of 8
Type (Divestiture) 23 of 23
Country (United States) 5 of 5
Year (2023) 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2021-11-18 Lipton Teas and Infusions

Rotterdam, Netherlands

Lipton Teas and Infusions runs a tea business with world-class purpose-driven brands such as Lipton, PG tips, T2, TAZO, and Pukka. The company picks, cultivates, and nurtures various blends of brews and people. With 11 production factories in 4 continents and tea estates in 3 countries, Lipton Teas and Infusions is a profitable and growing business offering a world of wellbeing through the regenerative power of plants to hundreds of millions of consumers. Lipton Teas and Infusions was formed in 2021 and is based in Rotterdam, Netherlands.

Sell €4.5B
Mergr

Product

Company

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