Henkel acquires three D2C brands

Henkel has acquired a 75% stake in Berlin based Invincible Brands Holding, a business that owns three fast-growing premium direct-to-consumer (D2C) brands- HelloBody, Banana Beauty and Mermaid+Me, which are mostly sold in Europe. These premium segment beauty brands also address the growing trend of sustainable and clean beauty. HelloBody is a skin, body and hair care brand, Mermaid+Me focuses on hair care products and Banana Beauty offers color cosmetics.The three D2C brands capture more than 1.5 million active consumers and will significantly strengthen Henkel Beauty Care’s digital footprint.“With this acquisition we will strengthen our portfolio with fast-growing premium brands in attractive categories. Through 1:1 interactions with consumers we will gain valuable insights that will help us to create meaningful innovations for the entire retail business,” said Jens-Martin Schwärzler, Executive Vice President and responsible for Henkel’s Beauty Care business.