German Henkel acquired devacurl, a professional curly hair care brand

Hans van bylen, CEO of Huali Zhihan high, said: "this acquisition is part of our strategy to expand our influence in an attractive and fast-growing market, and also to supplement and strengthen our existing professional hair care business." On November 11, Henkel, a German Applied Chemistry and home personal care products giant, announced that it had acquired Deva parent holdings, the parent company of devacurl, a professional curly hair care brand in the United States, and the seller was a fund under ares Management Corporation (hereinafter referred to as Ares), a global investment management company. The specific transaction amount has not been disclosed. The devacurl brand was founded by Denis da Silva and Lorraine Massey in 1994, when the brand opened its first hair salon in New York, devachan (closed in 2017 to focus on flagship store business). The brand provides various kinds of curly hair care and modeling products, such as large curly hair, wave curly hair, etc., using pure formula, without sulfate, silicon and preservative. The product types include hair conditioner, modeling products, modeling accessories and physical therapy products. As early as 2002, devacurl launched its patented no poo shampoo, and opened a curly hair training college in 2007. In 2015, devacurl launched a product line for super wavy hair, and in 2016, devacurl launched low poo delight, one condition delight and wavemaker, a combination of washing and care products. In 2017, devacurl launched a shampoo alternative product, build Buster microcell water cleaning serum, which can be used to remove styling products from hair. In 2017, Ares' private equity fund acquired all the equity of devacurl from another private equity fund, tengram Capital Partners and brand co-founder Dennis da Silva, with a transaction price of US $250-300 million. Tengram Capital Partners has invested in devacurl since 2013.

In December 2018, devacurl hired Robert Schaeffler, former general manager of North America professional product department of Henkel as the new CEO of the company. In addition to selling in major salons in the United States, devacurl's products are also sold in beauty retail chains such as Sephora and ulta, and consumers can also buy directly through the brand's official website. In 2019, devacurl's sales volume is estimated to be about $100 million, mainly from the U.S. market. Hans van bylen, CEO of Henkel, said: "this acquisition is part of our strategy to expand our influence in an attractive and fast-growing market and to complement and strengthen our existing professional hair care business." "Devacurl is one of the fastest-growing high-end professional hair care brands in the United States, which is very suitable to join our beauty care business portfolio and will help our growth in the world's largest professional hair care market," said Jens Martin Schw ä rzler, executive vice president of Henkel's beauty care business in July before that, Henkel just acquired 51% of the equity of esalon.com, a Los Angeles Internet home customized hair dye brand, and agreed to establish a joint venture after the transaction.