// Workers AI · dad joke modeWhat did Evermark say to its friend? "You mark my words
 | |
| Type | Private |
|---|---|
| Industry | Personal care products |
| Predecessors |
|
| Founded | 2023 (as Suave Brands Company) |
| Headquarters | |
Area served | Worldwide |
Key people | Daniel Alter (CEO) |
| Products | ChapStick, Q-Tips, Suave, Pond's |
| Owner | Yellow Wood Partners LLC |
Evermark is an American personal care company formed in January 2026 by the merger of Elida Beauty and the Suave Brands Company, both of which were owned and managed by private equity firm Yellow Wood Partners.[2]
History
[edit]Suave Brands Company
[edit]In February 2023, Unilever sold the North American ownership of the Suave brand to Yellow Wood Partners, a private equity firm which focuses exclusively on investing in the consumer market.[3] Suave Brands Company was then established as a standalone portfolio company, with Unilever retaining the rights to the brand internationally.
In January 2024, Haleon sold the rights to the ChapStick brand to Suave Brands Company for $150 million.[4]
Elida Beauty
[edit]In April 2021, Unilever established Elida Beauty as a standalone beauty business, which owned and managed a number of the company's non-core heritage brands including Brut, Q-tips, Noxema, TIGI, VO5, Pond's, and Elida.[5]
In December 2023, Alida Beauty was sold to Yellow Wood Partners following their acquisition of Suave earlier in the year.[6] Reliance Consumer Products, a subsidary of Indian conglomerate Reliance Industries, would purchase the Brylcreem, Matey, Badedas, and Toni & Guy brands from Alida Beauty in January 2026.[7]
Brands
[edit]References
[edit]- ↑ Dorbian, Iris (January 20, 2026). "Yellow Wood-backed Suave Brands and Elida Beauty merge to form Evermark". PE Hub. Retrieved August 4, 2026.
- ↑ "Suave Brands and Elida Beauty merge to form personal care giant Evermark". Premium Beauty News. Archived from the original on February 18, 2026. Retrieved August 4, 2026.
- ↑ "Unilever announces the sale of Suave in North America to Yellow Wood Partners LLC". BusinessWire. February 14, 2023.
- ↑ Caldwell, Georgina (June 5, 2024). "Suave Brands acquires ChapStick". Global Cosmetics News. Retrieved August 4, 2026.
- ↑ "Unilever Establishes Elida Beauty". Happi. April 30, 2021. Retrieved August 4, 2026.
- ↑ "Unilever to sell Q-Tips maker Elida Beauty to Yellow Wood". Reuters. Archived from the original on July 25, 2025. Retrieved August 4, 2026.
- ↑ "Reliance Retail Snaps Up Brylcreem, Toni & Guy, Badedas, and Matey". beautymatter.com. Retrieved August 4, 2026.