Branded Acquires Fresh Heritage

Unilever Acquires Personal Care Brand Wild

April 1, 2025

Consumer Products

Unilever has acquired Wild, a UK-founded digitally native personal care brand known for refillable, plant-based deodorants, lip balms and bodycare products. The acquisition — terms undisclosed — is intended to strengthen Unilever's premium and sustainable personal care portfolio and accelerate Wild's growth across DTC, retail and international markets.

HRB Brands Acquires Mass‑Market Personal Care Brands from Helen of Troy

June 8, 2021

Consumer Products

HRB Brands LLC, a portfolio company of Tengram Capital Partners, acquired a portfolio of 12 mass‑market personal care brands (including Brut, Pert, Sure, Ammens, Seabreeze and Infusium) from Helen of Troy Limited. The deal expands HRB Brands' hair‑care and skin‑cleansing portfolio and was financed by White Oak and Wells Fargo with advisory from Hilco Global.

BRANDED Group Acquires Puracy

October 6, 2021

Consumer Products

BRANDED Group has completed the full acquisition of Puracy, a plant-based household cleaning and personal care brand founded in 2013. The deal pairs Puracy's natural-product portfolio and founder team with BRANDED's e-commerce infrastructure and resources to accelerate brand growth and global expansion.

New Heritage Capital Makes Majority Investment in Brilliant

September 19, 2024

Marketing & Advertising

New Heritage Capital has made a majority investment in Brilliant, a San Francisco–based provider of corporate gifting and branded merchandise, using its Private IPO structure to provide liquidity and growth capital while leaving operating control with Brilliant's management. Terms were not disclosed; the capital will be used to accelerate Brilliant's growth and scale its technology-enabled gifting and global fulfillment capabilities.

Traub Capital Acquires Signature Brands Unit from The Hero Group

October 29, 2018

Consumer Products

Swiss consumer goods company The Hero Group has sold its U.S. decoration business, Signature Brands, to investors Traub Capital. The divestment allows Hero to focus on core categories such as baby food and healthy snacks; financial terms were not disclosed.

BRANDED Acquires Heyday to Form Essor

September 5, 2024

Consumer Products

BRANDED has acquired Heyday and combined the businesses to form Essor, a digitally-native consumer products (CPG) platform that will house a portfolio of challenger health & wellness and lifestyle brands. Essor will operate brands across DTC and major retailers, has approximately $400 million in annual revenue across the consolidated portfolio, secured new equity and a credit facility, and will be led by BRANDED and Heyday leadership.