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Nicola Mira
Sep 4, 2020
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Henkel buys majority stake in beauty brands HelloBody, Banana Beauty, Mermaid+Me

Translated by
Nicola Mira
Sep 4, 2020

German chemical and consumer goods group Henkel is set to buy a 75% stake in Invincible Brands Holding, a D2C and social commerce specialist based in Berlin, owner among others of beauty and personal care brands HelloBody, Banana Beauty and Mermaid+Me.

Products by HelloBody - Henkel

The operation will enable Henkel, owner among others of Fa, Schwarzkopf and Diadermine, to boost the brand portfolio of its Beauty Care division and its presence on the D2C beauty market, as well as bolstering its digital and social marketing capabilities in areas like data analysis and fast-track innovation.

HelloBody, Banana Beauty and Mermaid+Me are three ‘green and clean’ consumer brands that sell chiefly in Europe. Between June 2019 and June 2020, they generated a combined revenue of €100 million.

HelloBody has an extensive social media presence and is keen on strategic influencer partnerships. It is active in the skincare, haircare and body care categories. Mermaid+Me focuses on haircare products, while Banana Beauty is a make-up brand. Between them, they have over a million and half active customers, and are expected to enable Henkel Beauty Care to boost its social commerce footprint.

“With this acquisition, we will strengthen our portfolio with fast-growing premium brands in attractive categories. Through direct interactions with consumers, we will gain valuable insights that will help us to create meaningful innovations for the entire retail business,” said Jens-Martin Schwärzler, the executive vice-president in charge of Henkel’s Beauty Care business.    

The remaining 25% stake in the business remains in the hands of Bjoern Keune and Gennadi Tschernow, founders of Invincible Brands Holding, and of private equity fund Capital D. Both the founders and the brands’ current management team are staying in place.

In the 2019 financial year, Henkel's Beauty Care division generated a revenue of €3.87 billion, down 1.8%.

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