Main Post Partners has reached an agreement to sell DeMert Brands, parent company of Not Your Mother’s, to Henkel.
Launched in 2010 by Rocky and Bethany Pagliarulo and based in Tampa, FL, Not Your Mohther’s (NYM) is a mass brand that includes well‑known collections such as Curl Talk, Clean Freak, Beach Babe, Plump for Joy and All Eyes On Me.
According to Henkel, in fiscal year 2025, NYM generated approximately €190 million in sales and delivered double-digit growth and a strong gross margin…