Key Takeaways:In 2019, Main Post Partners partnered to scale the business into one of the largest independently owned mass haircare brands.Not Your Mother’s was ranked the #1 Haircare Brand in Piper Sandler’s fall 2025 Taking Stock with Teens survey.The transaction is expected to strengthen Henkel’s capabilities in the hair category.Main Post Partners, a leading private equity investment firm focused on partnering with high-growth consumer brands, reached an agreement to sell Not Your Mother’s (NYM) to Henkel.WHO: Launched in 2010 by Rocky and Bethany Pagliarulo and based in Tampa, Florida, Not Your Mother’s is a high-growth modern haircare brand dedicated to transforming everyday routines with high-performance formulas that deliver results. The brand has built a loyal costumer following through its targeted, benefit-led franchises that address key hair needs, including curl definition, texture, and volume. Key retail partnerships include Walmart, Target, Ulta Beauty, Amazon, and CVS.Main Post Partnersis a consumer growth equity firm focused on investing in founder-owned, high-growth consumer companies. Main Post invests in both majority and minority positions, primarily in first institutional capital situations, where founders, entrepreneurs, and management teams are seeking an experienced partner to help build their companies to their full potential. With a "Partnership, not Ownership" approach, Main Post Partners works closely with a network of successful executives to provide operational and strategic support to its partner companies.Founded in 1876, Henkel operates globally with a well-balanced and diversified portfolio.