Yellow Wood Partners Merges Suave & Elida Beauty To Create Evermark

Suave Brands Company and Elida Beauty have completed a merger to create Evermark LLC, a  “global platform” of personal care brands, according to parent company Yellow Wood Partners.

Both businesses are portfolio companies of the consumer-focused private equity investment firm. The new name, Evermark, reflects a “commitment to the company’s millions of customers who use and trust these personal care brands on a daily basis,” said Yellow Wood in a media statement.

Terms of the transaction were not disclosed at press time.

The Happi Top 50 company acquired both Suave and Elida Beauty from Unilever in 2023, as reported in Happi.

Evermark’s portfolio features brands across hair care, skin care, body care and personal care. It includes Suave, Chapstick, Q-tips, Caress, St. Ives, Pond’s, Noxzema, Tigi and more.

It will also include established personal care brands in international markets including V05, Brut, Impulse, Alberto Balsam, Timotei and Monsavon.

The transition to the Evermark name will occur gradually across systems and materials in the coming months. The company will continue to work closely with retail, supplier, and strategic partners throughout this transition.

Evermark Leadership

Daniel Alter, chief executive officer of Suave Brands, will serve as CEO of Evermark.

Alfie Vivian, formerly chief executive officer of Elida, will become president of the European business.

The current Suave management team, led by Alter, will remain in place to oversee the business with additional leaders joining from Elida.

Executive Insight

“Personal care brands play an important role in consumers’ daily lives, with loyalty built on trust and consistent performance,” said Alter. “By bringing Suave and Elida together, we can further strengthen our relationship with our customers, combine complementary strengths to invest in product quality, innovation, and accessibility, while preserving the product identities consumers already know and love. Dana, Tad and the rest of the Yellow Wood team have been instrumental in executing on this vision, and I look forward to continuing to work with them, along with the Elida team, to establish Evermark as a premier platform for some of the world’s most loved personal care brands.”

“Bringing these two companies together creates a platform of leading personal care brands that are valued and used daily by tens of millions of consumers across the globe,” said Dana Schmaltz, partner at Yellow Wood. “With its new larger scale and diversification, Evermark will be able to build on its extraordinary brand portfolio to better reach and serve consumers, retail partners and stakeholders. Utilizing Dan and his team’s agile managerial expertise, we can continue to bring innovative new products and solutions to the consumer market, and are excited to see the portfolio of Evermark brands evolve to meet our customers’ needs. We look forward to building on the existing platform and potentially adding additional great brands and product lines to the company as we build and maintain a world-class consumer personal care packaged goods company.”