Suave
Suave is a mass-market personal care brand offering affordable hair care, body wash, deodorant, and skincare products distributed across 60,000+ U.S. retailers. Now operating within Evermark following its 2026 merger with Elida Beauty.
- Company typePrivate
- Founded1937
- HeadquartersEnglewood Cliffs, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Suave does
Suave Brands Company LLC is a U.S. mass-market personal care company operating the Suave brand, founded in 1937 with the stated mission of making trusted personal care formulas broadly accessible. The portfolio spans hair care (shampoos, conditioners, treatments, styling), body wash, deodorants and antiperspirants, hand and body lotions, men's grooming products, and children's lines featuring licensed characters (Minions, Paw Patrol, Disney Frozen, Spider-Man). Product features emphasize premium-inspired ingredients — keratin, collagen, hyaluronic acid, amino acids, ceramides, glycolic acid, camellia oil — sold at unit prices of $1.99 to $6.99, materially undercutting premium brands such as Oribe and Amika. Manufacturing relies on standard consumer packaged goods formulation and production processes; proprietary product technologies include "Bonding Infusion" bond-repair with amino acids and citric acid, sulfate-free haircare formulas, and a Hydra Gloss line featuring glycolic acid and camellia flower oil.
The brand operates a product-led go-to-market model across 60,000+ U.S. retail points including Walmart, Target, CVS, and Amazon, supplemented by a direct-to-consumer Shopify storefront and an email marketing program via Klaviyo. Revenue is generated through one-time product sales rather than subscriptions. The customer base is horizontal and broad — primarily value-conscious mass-market consumers seeking premium-inspired results at accessible prices, with secondary segments targeting men's grooming, families with children, and Gen Z consumers reached through social-first campaigns on Instagram and TikTok.
The corporate trajectory is one of private-equity-driven consolidation. In 2023, Yellow Wood Partners acquired Suave alongside Elida Beauty from Unilever. In January 2024, Suave acquired the ChapStick brand from Haleon for $510 million ($430M cash plus an $80M equity stake retained by Haleon). In January 2026, Suave Brands merged with Elida Beauty to form Evermark, a unified global personal care platform with combined annual retail sales of approximately $1.9 billion, financed in part by a $1.6 billion private debt package from Ares Management Corp. Daniel Alter, previously CEO of Suave Brands, was appointed CEO of the merged company. The brand's operating geographies are currently the United States and, since June 2026, Canada via an exclusive Walmart Canada launch.
Suave firmographics
Firmographics- Name
- Suave
- Legal name
- Suave Brands Company LLC
- Website
- https://suave.com
- Company type
- Private
- Founded year
- 1937
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Suave is a mass-market personal care brand offering affordable hair care, body wash, deodorant, and skincare products distributed across 60,000+ U.S. retailers. Now operating within Evermark following its 2026 merger with Elida Beauty.
- Ownership category
- akta.pro rank
Suave industry classification
Industry- Product category
- Mass-Market Personal Care
- NAICS
- Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
Keywords
Where Suave is headquartered
LocationHeadquarters
- HQ city
- Englewood Cliffs
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Suave business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Consumer Personal Care Product Sales: Suave generates revenue through the sale of mass-market personal care products including hair care, body wash, deodorants, and skincare. Products are sold through retail partners (Walmart, Target, CVS, Amazon) and direct-to-consumer via suave.com. The brand targets value-conscious consumers with premium-inspired formulas at accessible price points.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Mass-Market Pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Suave product offering
Product offeringCore offering
Suave manufactures and sells mass-market personal care products including shampoos, conditioners, body washes, deodorants, hand soaps, lotions, and dedicated men's and kids' lines. The brand offers premium-inspired formulas featuring ingredients such as keratin, collagen, hyaluronic acid, coconut oil, and ceramides at accessible price points between $1.99 and $6.99, distributed across more than 60,000 U.S. retailers and direct-to-consumer via suave.com.
Product overview
Suave is a mass-market personal care brand offering a comprehensive portfolio of affordable hair care, body care, deodorant, and men's and kids' products. The product lineup includes multiple collections such as Hydra Gloss (sulfate-free with glycolic acid), Moisture Repair (with hyaluronic acid and aloe vera), Bonding Infusion (amino acid bond repair), and Keratin Infusion (smoothing). Body care encompasses body washes, hand soaps, and lotions across various fragrance families. The brand emphasizes premium-inspired formulas at accessible price points ($1.99 to $6.99), positioning performance-driven beauty for all consumers. Suave products are distributed across more than 60,000 U.S. retailers and have recently expanded internationally. In January 2026, Suave Brands merged with Elida Beauty to form Evermark, creating a $1.9 billion personal care platform.
Differentiator
Problem solved
Functional benefit
Brands
- Suave Men: Men's personal care line including hair care, body wash, deodorant, and men's-specific formulations.
- Suave Kids
Products and services
- Hair Care Products
- Body Wash
- Deodorants and Antiperspirants
- Men's Personal Care Line (Suave Men)
- Kids Personal Care Line (Suave Kids)
- Hand Soap
- Hand and Body Lotion
- Hydra Gloss Sulfate-Free Shampoo and Conditioner
- Moisture Repair Sulfate-Free Haircare
- Bonding Infusion Repairing Shampoo and Conditioner
- Keratin Infusion Smoothing Shampoo and Conditioner
- Bonding Infusion Purple Shampoo
- Bonding Infusion Repairing Hair Mask
- Max Hold Aerosol Hairspray
- Ocean Charge 2-in-1 Shampoo and Conditioner
- Purely Fun Moisturizing 3-in-1 Shampoo, Conditioner, Body Wash
- Exfoliating Body Wash Collection
- Advanced Healing Hand & Body Lotion
Quantifiable outcome
- 79% of Canadians would switch from premium brands to more affordable alternatives if performance was comparable (Cost of Smelling Good Index survey)
Companies that use Suave
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Suave technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Suave partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor, core and flagship.
- Sarah Nicole LandryminorBody-confidence advocate Sarah Nicole Landry partnered with Suave to promote the brand and its Cost of Smelling Good Index survey findings during the exclusive Walmart Canada launch, leveraging her influence to connect with cost-conscious consumers.
- Born SocialcoreBorn Social is Suave's global creative agency partner that developed the brand's first fully social-first marketing campaign called 'Smell Like Your Ex(foliating Body Wash)' targeting Gen Z consumers on Instagram and TikTok.
- Stella RisingminorStella Rising handled media buying for Suave's 'Smell Like Your Ex' social-first campaign developed with Born Social.
- Elida BeautyflagshipSuave Brands and Elida Beauty completed a merger to form Evermark, a unified global personal care platform with approximately $1.9 billion in annual retail sales. The combined entity includes iconic brands such as Suave, Q-tips, ChapStick, Pond's, St. Ives, and Caress.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Suave competitors and assessment
Company assessmentDirect peers
- Pantene (Procter & Gamble): Pantene is a leading mass-market hair care brand from P&G with broad retail distribution. It competes directly with Suave's shampoo and conditioner lines across similar consumer segments and retail channels.
- Old Spice (Procter & Gamble): Old Spice is P&G's mass-market men's grooming brand spanning body wash, deodorant, and hair care. It directly competes with Suave Men in the affordable men's grooming segment.
- Dove (Unilever): Dove is Unilever's flagship mass-market personal care brand spanning hair care, body wash, and deodorants. It directly competes with Suave across multiple categories at a slightly higher price tier, making it the closest like-for-like competitor.
- Tresemmé (Unilever): Tresemmé is Unilever's mass-market premium hair care brand. It competes with Suave at a slightly higher price tier and shares the same mass retail distribution channels.
- Degree (Unilever): Degree is Unilever's mass-market women's deodorant and antiperspirant brand. It competes directly with Suave's deodorant portfolio at comparable price points.
- Softsoap (Colgate-Palmolive): Softsoap is Colgate-Palmolive's mass-market hand and body wash brand. It directly competes with Suave in body wash and hand soap categories at similar value price points.
- Axe (Unilever): Axe is Unilever's mass-market men's grooming brand focused on body spray, deodorant, and body wash. It directly competes with Suave Men products at similar price points.
- Caress (Unilever): Caress is a mass-market body wash brand focused on fragrance and moisturization. It now sits within Evermark alongside Suave but historically competed directly with Suave's body wash portfolio.
- Nivea (Beiersdorf): Nivea is a global mass-market body care and deodorant brand with broad retail distribution. It competes with Suave in body wash, lotion, and deodorant categories.
Broad incumbents
- Edgewell Personal Care: Edgewell owns mass-market personal care brands including Ban deodorant, Schick razors, and Wet Ones. It is a broader incumbent competitor in adjacent mass-market personal care categories overlapping with Suave's deodorant portfolio.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Suave social profiles
Digital presenceSuave financial estimates
Financial estimateRevenue estimate
Valuation estimate
Suave leadership team
Management profileNumber of profiles
Profiles1 record
Suave subsidiaries and ownership
Company hierarchySubsidiaries1 record
Suave funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Suave M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Suave
What does Suave do?
Suave manufactures and sells mass-market personal care products including shampoos, conditioners, body washes, deodorants, hand soaps, lotions, and dedicated men's and kids' lines. The brand offers premium-inspired formulas featuring ingredients such as keratin, collagen, hyaluronic acid, coconut oil, and ceramides at accessible price points between $1.99 and $6.99, distributed across more than 60,000 U.S. retailers and direct-to-consumer via suave.com.
Is Suave a public or private company?
Suave is a private company. It is classified as private equity controlled and is currently operating.
When was Suave founded?
Suave was founded in 1937. It employs 1 to 10 people.
Where is Suave based?
Suave is headquartered in Englewood Cliffs, United States, in the North America region.
How does Suave make money?
One revenue line is on record: consumer Personal Care Product Sales.
Who are Suave's main competitors?
Direct peers on record are Pantene (Procter & Gamble), Old Spice (Procter & Gamble), Dove (Unilever), Tresemmé (Unilever), Degree (Unilever), Softsoap (Colgate-Palmolive), Axe (Unilever), Caress (Unilever) and Nivea (Beiersdorf). Edgewell Personal Care is listed as a broad incumbent.
Does Suave have an API?
No public API is recorded for Suave.
What industry is Suave in?
Suave's product category is Mass-Market Personal Care. Its primary akta.pro industry code is CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils). Its NAICS code is 32561 and its SIC code is 2844.