Strength of Nature, a global leader in the $700-million ethnic haircare industry, announced the acquisition of the Motions, Just for Me, Consort, and Groom & Clean brands from Unilever. Strength of Nature also acquired the TCB brand’s business in Africa, making the company full owner of TCB.
“The Motions, Just for Me, Consort, Groom & Clean and TCB brands are beloved and trusted with a strong legacy, high awareness and great potential. Each provides an excellent foundation for renewed growth and expanded innovation. We look forward to building these brands” says Mr. Mario de la Guardia, CEO of Strength of Nature.
“Strength of Nature is committed to serving the haircare needs of people with textured hair from curly to coily,” says Charlene Dance, global marketing director. “We want to ensure that [the] consumer has unlimited hair maintenance and styling options for their particular hair type, and are very excited to add these brands to our portfolio.”
With a solid salon legacy, Motions has served the haircare needs of women of color for over 20 years. Just for Me is the leading haircare brand for kids, while both Consort and Groom & Clean are trusted men’s haircare lines. These acquisitions strongly complement Strength of Nature’s portfolio, with the goal of bringing innovative solution- driven quality products to the multicultural consumer around the world.
Strength of Nature is one of the fastest growing companies in the multicultural haircare category, driven by its strong commitment to consumer understanding and product innovation. A U.S.-based company with manufacturing facilities in Savannah, Georgia, Strength of Nature is committed to providing value-priced, premium-quality haircare products to multicultural consumers around the world.
Strength of Nature markets a number of leading brands including African Pride®, Beautiful Textures®, Dream Kids®, Elasta QP®, Profectiv MegaGrowth®, Proline®, Soft & Beautiful®, Soft & Beautiful Botanicals®, and TCB®.
Author Chanel Martin (@ChanelEbone) is a co-founder and chief operations officer of Techturized (@Techturized) Inc. She is also a wife, new mom, and lover of all things hair. She works full-time at Techturized. Techturized’s first product, Myavana (@Myavanahair), provides haircare personalization for female consumers around the world. Learn more www.myavana.com and www.chanelemartin.com.