Henkel acquires Not Your Mother's from Main Post; ~€190M 2025 sales completes dual-tier hair play

March 8, 2026 — Henkel signed an agreement to acquire DeMert Brands, parent of Not Your Mother's, from Main Post Partners. Not Your Mother's posted ~€190M in 2025 sales; financial terms undisclosed; deal closed April 2026. Henkel's second haircare deal in two weeks alongside Olaplex completes a dual-tier North American hair strategy: premium science-led (Olaplex) plus accessible masstige (~$10–18 price point). For Main Post (invested 2019), the exit follows strong consumer growth but precedes potential US drugstore distribution saturation.