Henkel to acquire majority stake in fast-growing direct-to-consumer (D2C) business


Investment in innovative digital business models and premium brands in Beauty Care.

Henkel signed an agreement with Invincible Brands Holding, headquartered in Berlin, to acquire a 75 percent stake in a business comprising three fast-growing premium direct-to-consumer (D2C) brands: HelloBody, Banana Beauty and Mermaid+Me. Through this transaction, Henkel will significantly expand its D2C go-to-market footprint in Beauty Care and add strong digital capabilities in areas such as performance marketing, analytics and fast innovation.