Today, according to Reuters citing insider sources, Unilever is in deep negotiations with private equity firm Yellow Wood Partners for the sale of Elida Beauty. The company includes non-core beauty and personal care brands such as Q-Tips and Impulse.
Reportedly, Elida’s brand portfolio also includes Caress, TIGI, Timotei, Monsavon, St. Ives, Zwitsal, Ponds, Brut, Moussel, Alberto Balsam, and Matey. In 2022, it generated approximately $760 million in revenue for Unilever.
Insiders state that Yellow Wood has emerged as the winner in the auction for Elida and is currently in the final stages of negotiation for the deal, with an expected transaction value below $1 billion. The sources also added that the deal negotiations could still fall through. Unilever has not yet responded to the matter, while Yellow Wood has declined to comment.
Public records show that Yellow Wood is a Boston-based company specializing in consumer-focused investments. Its portfolio includes sun care brand Isle of Paradise and foot care brand Dr. Scholl’s. In May of this year, Yellow Wood also acquired Unilever’s personal care brand Suave.
