Yellow Wood Partners (Yellow Wood), a Boston-based private equity firm focused on investing in consumer brands and companies, is to acquire Elida Beauty, a portfolio of brands including Q-tips, Impulse, Caress, Tigi, Timotei, Monsavon, Brut, Moussel, Alberto Balsam, and VO5, from Unilever.
Yellow Wood’s existing portfolio of consumer brands includes: The Suave Brands Company; leading global footcare brand Dr Scholl’s and Scholl International; Beacon Wellness Brands, led by its anchor sexual wellness brand PlusOne; beauty brands Real Techniques and EcoTools; self-tanning brands Isle of Paradise, Tanologist and TanLuxe; and skincare brands Byoma and Freeman Beauty.
The transaction is expected to be completed by mid-2024 upon completion of customary closing and regulatory approvals.
