Unilever divests ethnic hair care and grooming brands to Strength of Nature

04-Dec-2015 - Last updated on 04-Dec-2015 at 10:19 GMT

Unilever has sold five of its ethnic hair care and men’s grooming brands to US-based Strength of Nature as it believes they will better realise their potential; but maintains that the market remains in its sights.

As part of the deal, Strength of Nature will acquire the Motions, Just for Me, Consort, and Groom & Clean brands, as well as the TCB brand in Africa, for an undisclosed amount. TCB is currently sold in a limited number of African countries.

Despite selling the brands from the ethnic hair care and men’s grooming categories, Unilever North America President, Kees Kruythoff, states that the company remains committed to these markets.

“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,” he says.

Brand breakdown

Motions has served the ethnic hair care needs of women for over 20 years; Just for Me targets kids hair care; while both Consort and Groom & Clean are men's hair care lines. Acquiring the TCB brand's business in Africa also makes the company the full owner.

Strength of Nature says that these acquisitions strongly complement its portfolio and company CEO Mario de la Guardia believes they will further expand the firm’s international business as they are trusted brands, each with a strong legacy and high awareness.

“Each [brand] provides an excellent foundation for renewed growth and expanded innovation, and we look forward to building these brands,” she says.

"The Motions, Just for Me, Consort, Groom & Clean and TCB brands are beloved and trusted with a strong legacy, high awareness and great potential.”

Charlene Dance, global marketing director, adds that Strength of Nature is committed to serving the hair care needs of people with textured hair ‘from curly to coily,’ and can continue to do so with this acquisition.

"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," says Dance.