After announcing the deal last December, US private equity firm Yellow Wood has completed the acquisition of Unilever’s Elida Beauty brands unit.
Elida Beauty comprises more than 20 brands, including Q-tips, Caress, Tigi, Timotei, Impulse, Monsavon, Brylcreem, V05, Lever 2000, Badedas, and Matey, that are sold in the UK and other countries around the world. The business generated a turnover of around €0.8bn in 2022, with offices in Dallas, London, and Paris.
The financial terms of the deal have not been disclosed. Unilever has sold the unit to focus on its fastest-growing brands as part of a strategy to boost its performance.
Alongside the closing of the deal, it was announced that Alfie Vivian had been appointed as the Chief Executive Officer of Elida to work with Yellow Wood. He most recently served as Senior Vice President / Group General Manager of Tyson Foods. Prior to that, he worked for Unilever in different geographies for nearly 30 years in senior general management and brand-building roles.
Tad Yanagi, Partner at Yellow Wood Partners, commented: “We are excited to complete this carve out with Unilever and formally welcome Alfie Vivian and the Elida Beauty team into the Yellow Wood family. Elida Beauty’s brands are recognized around the world and align perfectly with our existing portfolio.
“Alfie’s and our collective brand-building experience across North American and international markets will help unlock Elida’s global growth potential as a newly independent company.”
Vivian added: “Yellow Wood’s creativity, entrepreneurial spirit, and commitment to excellence combined with the Elida Beauty team’s experience will continue our evolution into a powerful multi-brand beauty company. Yellow Wood’s partnership allows us to build on the legacy of these brands and accelerate development of our product portfolio across global markets.”
