Recently, according to media, Unilever has made the decision to close Aquis, the microfiber hair towel brand that gained prominence for its innovative hair-drying products, in the United States. But Aquis will continue to be available in Asia.
Founded by former married couple Suveen Sahib and Britta Cox, Aquis first made waves in the beauty industry with its towel and turban designs aimed at accelerating hair drying.
In 2018, Women’s Wear Daily described the company as “the company that changed how millions dry their hair,” a testament to its influence on the beauty sector. The brand had once been sold in major beauty retailers like Sephora, Ulta Beauty, Revolve, Nordstrom, and QVC, among others. It is reported that after successfully launching the hair-drying towel, Aquis announced the launch of shampoo, conditioner, and other hair care products in 2019.
Unilever acquired Aquis in 2023 as part of a deal that also included K18, the biotechnologically-powered haircare brand known for its bestselling Leave-In Molecular Repair Hair Mask. However, Aquis was largely sidelined in the acquisition announcement, suggesting that Unilever’s primary focus was on K18, which has since shown strong growth.
Under CEO Hein Schumacher, Unilever has streamlined its portfolio, focusing on profitable brands with broad consumer recognition. While K18 has thrived—expected to reach $410 million in sales in 2024—Aquis has struggled to match that scale, with estimates placing its 2018 sales at only $25 million to $30 million.
CHAILEEDO has found that currently, the Aquis official website has no product information and shows “under construction.” However, on the Chinese Taobao platform, the Aquis overseas flagship store is operating normally, with the highest-selling product being the Aquis Wrap hair towel, which has sold over 10,000 units.
