THE WHAT? Yellow Wood Partners LLC, a Boston-based private equity firm, announced the acquisition of Elida Beauty brands from Unilever.

THE DETAILS   The Elida Beauty portfolio includes renowned consumer brands such as Q-tips®, Caress, Ponds, St. Ives, Impulse, Noxzema, Monsavon, and Timotei.

We are excited to complete this carve out with Unilever and welcome Alfie Vivian and the Elida Beauty team into the Yellow Wood family,” said Tad Yanagi, Partner at Yellow Wood Partners. “Our experience in brand building across North American and international markets will help unlock Elida’s global growth potential as a newly independent company.

THE WHY?   With this acquisition, Yellow Wood’s portfolio now includes over 50 consumer brands with total retail sales of approximately US$3 billion, further solidifying its position in the beauty and personal care market.