Following Coty's acquisition of over 40 brands from P&G's portfolio last year, it has been revealed the company is further divesting its beauty brands - with Henkel purchasing a portfolio of P&G hair brands.
While terms of the deal were not disclosed, Henkel has reportedly acquired Pert, Shamtu and Blendax shampoos. With the company already owning Schwarzkopf and Taft hair care lines, the acquisition aims to strengthen Henkel's presence in emerging markets and in the core hair care category. Emerging markets the company will focus on include the African-Middle East and Eastern Europe regions.
“This acquisition is part of our strategy to further strengthen our footprint in emerging markets and to invest in strong country category positions,” says Henkel executive vice president of beauty care Hans Van Bylen.
Last year Henkel attempted to purchase P&G's entire hair care business, but lost out to Coty - who took on Wella and Clairol as part of its major acquisition deal with P&G.
The Henkel and P&G deal is subject to approval of antitrust authorities.
Image: Instagram.com/pert_plus
