Yesterday, Yellow Wood Partners LLC has successfully completed the acquisition of Elida Beauty from Unilever and appointed industry veteran Alfie Vivian as CEO of the newly independent company.
Alfie Vivian brings a wealth of experience to Elida Beauty, having recently served as Senior VP and Group General Manager at Tyson Foods. His extensive background includes nearly 30 years at Unilever in various senior management and brand-building roles across multiple geographies, including over a decade managing multi-billion dollar businesses in North America.
Tad Yanagi, a partner at Yellow Wood, expressed confidence in the new leadership: “Alfie’s and our collective brand-building experience across North American and international markets will help unlock Elida’s global growth potential as a newly independent company.” This sentiment was echoed by Dana Schmaltz, another partner at Yellow Wood, who highlighted their successful track record with corporate carveouts. He noted that Yellow Wood’s unique Consumer Operating DNA strategy allows them to establish independent operational infrastructures quickly, minimizing disruptions during transitions and maximizing benefits for the corporate seller, retail partners, and consumers.
Elida Beauty is known for its iconic personal care brands such as Q-tips, Caress, Ponds, St. Ives, Impulse, Noxzema, Monsavon, and Timotei, and with offices in Dallas, London, and Paris, the company aims to capitalize on its strategic global reach.
Yellow Wood has successfully divested from major CPG companies such as Bayer Pharma, Reckitt Benckiser, Haleon and Unilever. Just this week, Yellow Wood announced the completion of its acquisition of Suave Brands, a century-old lip care brand, from Unilever.
With the acquisition of Elida Beauty, Yellow Wood’s portfolio now encompasses more than 50 consumer brands with retail sales totaling approximately $3 billion.
