For decades, Suave has been a household name in the American personal care market, known for its affordable yet effective products that democratize beauty trends. But in 2023, the brand entered a new chapter when Unilever divested its North American business, selling it to Yellow Wood Partners, a private equity firm with a history of revitalizing consumer brands. Now operating as Suave Brands Company, the business is undergoing a strategic transformation, ensuring its place as both an accessible and high-quality beauty brand.“We have over 95% brand awareness in the US, and are present in almost half of American households, which is kind of crazy to think about,” Rachel Melena Behm, Suave’s Senior Vice President of Marketing, said to BeautyMatter. “What we stand for is really high-quality products—great ingredients, fragrances, and benefits—often at a price point that people associate with luxury, but we make it accessible.” As Suave navigates its post-Unilever era, its strategy involves reinvigorating product innovation, refining marketing efforts, and optimizing its supply chain—all while maintaining its reputation as a go-to affordable beauty brand.Revitalizing a Legacy BrandUnder Unilever, Suave was part of a vast portfolio of beauty and personal care brands, and its growth had slowed as other brands took priority. Now, under Yellow Wood’s leadership, the focus is solely on Suave’s growth and potential. “The brand had gotten a little sleepy over the years,” Behm said. “Now, we have the opportunity to really surprise people with how fantastic our products are—both the experience of using them and the results they deliver.