Not Your Mother's Haircare

What Not Your Mother's Haircare does

Not Your Mother's (NYM) is a U.S. consumer packaged goods haircare brand founded in 2010 and headquartered in Tampa, Florida. The company operates under parent DeMert Brands and offers a full line of shampoos, conditioners, stylers, treatments, dry shampoos, kids' haircare, and travel-size products organized by both product type and benefit (curl care, color care, moisture, de-frizz, texture/volume, scalp care, strengthen/repair, heat protection, and hold/finish). NYM targets mass-market U.S. consumers seeking salon-quality results at an affordable price point, with clean formulation standards (aluminum-free, paraben-free, sulfate-free, cruelty-free, recyclable packaging) and U.S. manufacturing across the assortment.

The company's core product technology centers on proprietary formulations rather than software. Flagship science-based lines include the Tough Love bond-repair complex, positioned as a faster, more affordable alternative to premium bonding treatments, and the Aura Boost ritual system, which pairs peptides, magnesium, and signature fragrances into targeted thickening, anti-frizz, and restore variants. SKUs are priced at $9.99–$10.99 per unit and sold through a hybrid go-to-market: a brand-operated Shopify DTC storefront (notyourmothers.com) with free shipping on orders over $30 and a Hearts Club loyalty program, alongside major U.S. mass retail partnerships with Ulta Beauty and Target.

Revenue is generated primarily through wholesale mass retail and DTC unit sales, with the brand generating approximately €190 million (~$221 million) in fiscal 2025 sales with consistent double-digit growth and strong gross margins. Marketing is content- and influencer-driven, with active presence across blog, email, Facebook, Instagram, Twitter, YouTube, and TikTok, plus earned-media coverage in Teen Vogue, BuzzFeed, Byrdie, and Greatist. In April 2026, Henkel AG & Co. KGaA completed the acquisition of Not Your Mother's via DeMert Brands, adding the brand to its Consumer Brands portfolio to complement Henkel's core hair business and expand its North American footprint.

Name

Not Your Mother's Haircare

Legal name

Demert Brands

Website

https://nymbrands.com

Company type

Private

Founded year

2010

Headcount range

51–100 employees

Short description

Not Your Mother's is a U.S. mass-market haircare brand (founded 2010, Tampa, FL) selling affordable, clean-ingredient shampoos, conditioners, stylers, treatments, kids, and travel products through Ulta Beauty, Target, and its own DTC storefront, acquired by Henkel in April 2026.

Ownership category

akta.pro rank

Product category

Hair Care Products

NAICS

Health and Personal Care Retailers (456)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Kids’ & Baby Apparel Retail (CRAAABAD)

akta.pro secondary industries

Baby, Kids & Maternity DTC (CRAFACAI), Baby, Kids & Maternity Online Retailers (CRAFADAI), Baby, Kids & Maternity Marketplaces (CRAFABAG), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG), Kids Fragrance (CRABAJAN), Kids’ Haircare (CRABABAJ)

Keywords

• Shampoo and conditioner
• Hair styling products
• Dry shampoo
• Curl care products
• Salon quality haircare

Headquarters

HQ city

Tampa

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Direct-to-consumer product sales: One-time purchases of haircare SKUs (shampoos, conditioners, stylers, treatments, kids, travel sizes) through the brand's own Shopify e-commerce storefront at notyourmothers.com, with $30+ free shipping threshold and a flat $8 ground option.
2. Mass retail / wholesale product sales: Wholesale distribution into mass retail channels in North America (e.g., Ulta Beauty, Target), which drove approximately €190 million (~$221 million) in fiscal 2025 sales with consistent double-digit growth and strong gross margins.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Not Your Mother's is a consumer packaged goods haircare brand that formulates, markets and sells shampoos, conditioners, treatments, stylers, dry shampoos, kids' products and travel sizes under collections such as Clean Freak, Curl Talk, Beach Babe, Plump for Joy, All Eyes on Me, Aura Boost and Tough Love. Products are manufactured in the U.S. and distributed through the brand's own Shopify DTC storefront and U.S. mass retail partners (Ulta Beauty, Target).

Differentiator

Problem solved

Functional benefit

Products and services

• Clean Freak Dry Shampoo A dry shampoo line designed to refresh hair between washes; positioned as an affordable alternative to higher-priced dry shampoos and used by editors and influencers. Sold through the NYM DTC site and mass retail.
• Curl Talk A curl-care collection of shampoos, conditioners, stylers and treatments formulated for curly hair types. Sold through DTC and mass retail.
• Beach Babe A texture and beach-wave styling collection of sprays and stylers designed to create tousled, beachy hair looks.
• Plump for Joy A volume-focused styling collection including mousse and other stylers aimed at adding lift and fullness to hair.
• All Eyes on Me A styling collection featured among the brand's flagship lines, focused on finishing and hold products.
• Aura Boost Shampoo & Conditioner Rituals A premium shampoo and conditioner ritual line powered by peptides and magnesium, offered in three variants (Thickening, Anti-Frizz, Restore) at $10.99 per SKU; available at Ulta Beauty and Target in addition to the DTC storefront.
• Tough Love Bond-Repair Treatment A bond-repair hair treatment built on proprietary bonding technology for repair and strengthening of damaged hair.
• NYM Kids A haircare line formulated for children, offering gentle shampoos, conditioners and stylers aimed at parents looking for kid-friendly formulations.
• Travel Collection A line of travel-size haircare SKUs offering portable versions of the brand's shampoos, conditioners and stylers.
• Color Care Collection A haircare line formulated for color-treated hair to help maintain color and keep treated hair looking fresh.

Quantifiable outcome

• ~€190 million (~$221 million) in sales in fiscal 2025
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered flagship / core, core (parent), flagship retail and core retail.

• Henkel AG & Co. KGaAflagship / coreStrategic or Co-development Partner · 28 April 2026Henkel completed its acquisition of Not Your Mother's (NYM) in April 2026, adding the brand (Clean Freak, Curl Talk, Beach Babe, Plump for Joy, All Eyes on Me) to its Consumer Brands portfolio. The deal is positioned to complement Henkel's core hair business and strengthen its North American Consumer Brands footprint.
• DeMert Brandscore (parent)Strategic or Co-development Partner · 1 March 2026DeMert Brands is the parent company of Not Your Mother's; the Henkel agreement was structured as an acquisition of DeMert Brands to expand Henkel's North American consumer hair segment. DeMert Brands is also the named copyright holder on the NYM website.
• Ulta Beautyflagship retailChannel Partner/ Reseller/ DistributorUlta Beauty is a major U.S. mass beauty retail partner carrying Not Your Mother's products, including the new aura boost thickening shampoo and conditioner line, and is featured in co-branded launch creative.
• Targetcore retailChannel Partner/ Reseller/ DistributorTarget is a major U.S. mass-market retail partner carrying Not Your Mother's products, including the aura boost anti-frizz shampoo and conditioner, and is featured in co-branded launch creative.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SheaMoisture: SheaMoisture is a U.S. mass haircare and body-care brand with clean, naturally derived formulations targeting textured, curly, and coily hair — the same hair-type segmentation Not Your Mother's uses for its Curl Talk and curl/moisture lines. It is a directly comparable specialty clean haircare peer at similar price points and channels.
• Cantu: Cantu is a mass-market haircare brand focused on textured, curly, and coily hair with affordable collections sold through Walmart, Target, and drug chains. Its product structure (by hair type and benefit) and channel footprint closely mirror Not Your Mother's, making it a strong direct peer.
• Mielle Organics: Mielle Organics is a U.S. clean, ingredient-led haircare brand whose core range covers curl care, moisture, scalp, and bond-repair concerns at mass-accessible prices — the same proposition Not Your Mother's sells. Recently acquired by Procter & Gamble, Mielle is the most closely comparable peer in scale, growth profile, and channel mix.
• OGX: OGX is a U.S. mass-market haircare brand sold through drug, mass, and beauty retail channels with a comparable affordable salon-quality positioning and broad shampoo/conditioner/styler range. It is now also owned by Henkel (via Vogue International), making it the most direct portfolio peer for Not Your Mother's post-acquisition.
• Carol's Daughter: Carol's Daughter is a U.S. mass haircare and body-care brand with naturally inspired, clean-leaning formulations sold through Target, Walmart, and Ulta. Its positioning across textured hair, curl care, and moisture overlaps directly with Not Your Mother's benefit-segmented collections.

Broad incumbents

• TRESemmé: TRESemmé is Unilever's mass-market salon-inspired haircare brand spanning shampoo, conditioner, treatments, and styling sold through Walmart, Target, and drug channels. As a large incumbent competing on affordable salon-quality positioning, TRESemmé is a primary mass-channel competitor to Not Your Mother's.
• Pantene: Pantene is a flagship P&G mass-market haircare brand sold across grocery, drug, mass, and online channels with broad shampoo, conditioner, and treatment coverage. As one of the dominant incumbents NYM competes with on Ulta and Target shelves, Pantene anchors the broader mass haircare competitive set.
• Dove Haircare: Dove Haircare is Unilever's mass-market haircare brand focused on nourishment, repair, and damage treatment at drug and mass price points. It is a broad incumbent peer with overlapping product benefits (moisture, repair, strength) and similar clean-leaning formulation claims.
• Garnier Fructis: Garnier Fructis is L'Oréal's mass-market haircare brand sold through Walmart, Target, drug, and grocery channels, with shampoo, conditioner, treatment, and styling lines at affordable prices. It is a direct broad incumbent competitor on the same shelves where NYM's affordability positioning is most exposed.

Emerging players

• Olaplex: Olaplex pioneered the bond-repair haircare category with at-home and salon-grade treatments at premium price points. NYM's Tough Love bond-repair technology is explicitly positioned as a more affordable, faster alternative to Olaplex, making Olaplex the closest technology-overlap peer even though it sits at a higher price tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/notyourmothers
• Facebookfacebook.com/notyourmothers

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Not Your Mother's Haircare