Through this transaction, Henkel will expand its D2C go-to-market footprint in Beauty Care and add strong digital capabilities in areas such as performance marketing, analytics and fast innovation.
“As part of our strategic framework for purposeful growth we pursue value-adding acquisitions to strengthen our businesses. This agreement is a proof point of how we consistently implement our strategy. It is also in line with our objective to strengthen our competitive edge in the area of digitalization by expanding our direct-to-consumer activities,” said Henkel CEO Carsten Knobel.
New Brands with Big Potential
HelloBody, Banana Beauty and Mermaid+Me offer premium beauty care products and address the growing trend of sustainable and clean beauty. HelloBody is active in the skin, body and hair care categories, Mermaid+Me focuses on hair care products. Banana Beauty offers decorative cosmetics such as lipsticks and eyeliners.
In the last twelve months as of June 2020, the businesses generated total sales of around €100 million ($117.4 million) and employed around 180 people, including an experienced incubator team. The three D2C brands capture more than 1.5 million active consumers and will significantly strengthen Henkel Beauty Care’s digital footprint.
“I would like to thank our entire team at Invincible Brands, together with capital D, for executing a phenomenal growth plan over the past two years. With Henkel there is now an exciting opportunity to continue building on that. The combination of our direct-to-consumer and social media marketing skills with Henkel’s R&D, product knowledge and global footprint provides a winning formula. I am very much looking forward to working with the team at Henkel,” added Bjoern Keune, co-founder of Invincible Brands.
The agreement is subject to customary closing conditions, including regulatory approvals.