On March 9, U.S. private equity investment firm Main Post Partners announced that it has agreed to sell DeMert Brands—the company behind the haircare brand Not Your Mother’s—to German chemical and consumer goods giant Henkel. Financial terms of the transaction were not disclosed.
From Grassroots Beginnings to One of the Largest Independent Brands in the Industry
Not Your Mother’s is a modern haircare brand founded in 2010 in Tampa, Florida, by husband-and-wife duo Rocky Pagliarulo and Bethany Pagliarulo. Built on the idea of transforming everyday haircare routines through high-performance formulas, the brand offers targeted product lines addressing specific hair needs such as curl definition, texture, and volume. With accessible pricing and reliable quality, the brand has cultivated a loyal consumer base and steadily expanded its following.
A key turning point came in 2019, when Main Post Partners invested in the company. With the firm’s backing, Not Your Mother’s successfully achieved top brand rankings among major retail partners and expanded its international distribution. The brand has since gained broad recognition from both the industry and consumers, growing into what is widely described as the largest independently owned mass haircare brand.
Commenting on the transaction, Rocky and Bethany Pagliarulo said: “We are very pleased with the growth of NYM and are grateful to all the many people, past and present, who contributed to its success, including the contributions of the team at Main Post Partners. We also wish Henkel every continued success with the NYM Brand.”
Sean Honey, Managing Partner at Main Post Partners, added: “Since partnering in 2019, we are proud of what we’ve accomplished. The brand has built strong momentum by staying focused on product performance and innovation and deepening its longstanding retail partnerships.”
Josh McDowell, Partner at Main Post Partners, said: “The NYM team has done an excellent job scaling the business while maintaining the brand’s mission and focus on consumers.”
Matt Short, also a Partner at Main Post Partners, further commented: “We are grateful to Rocky, Bethany and the NYM team for their partnership. Together, we have built an exceptional brand and look forward to seeing NYM continue to flourish in its next chapter with Henkel.”
A Track Record in Beauty and Wellness Investments
The sale marks another milestone in Main Post Partners’ extensive investment track record in the beauty and wellness sector. The firm has previously exited several notable brands, including Dr. Dennis Gross, Too Faced Cosmetics, Milk Makeup, and Hydrafacial, establishing a reputation for deep expertise in the category.
Raymond James served as financial advisor on the transaction, while Morrison & Foerster acted as legal advisor.
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