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Yellow Wood completes Elida acquisition from Unilever

Yellow Wood Partners, a Boston-based private equity firm focused on consumer brands and companies, has completed the acquisition of Elida Beauty, which includes Q-Tips, Timotei, Alberto Balsam and Impulse, from Unilever.

In conjunction with the closing, consumer packaged goods executive Alfie Vivian has been appointed as CEO of Elida to work with the Yellow Wood team towards the company’s growth.

Vivian most recently served as Senior Vice President/Group General Manager of Tyson Foods. Prior to that, he was with Unilever in different geographies for nearly 30 years in senior general management and brand building roles.

Yellow Wood’s portfolio includes over 50 consumer brands with total retail sales of approximately $3bn, according to a press statement. Yellow Wood’s brands include beauty and personal care products company The Suave Brands Company, which includes the Suave and ChapStick brands; global footcare brand Dr Scholl’s and Scholl International; Beacon Wellness Brands; self-tanning brands Isle of Paradise, Tanologist and TanLuxe; skincare brand Byoma; and PPI Beauty, which includes Real Techniques and Ecotools.

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