What Elida Beauty does

Elida Beauty is a London-headquartered consumer packaged goods company that owns and revitalizes a portfolio of heritage personal care and beauty brands, operating legally as TIGI International Limited. The company's portfolio spans approximately 16 named heritage brands across haircare, skincare, body care, baby care, and men's grooming — including POND'S (since 1846), Q-Tips, Noxzema (100+ years), Caress, St. Ives, VO5, Bed Head by TIGI, Brut, Williams, Fissan, Monsavon, Impulse, Lever 2000, Timotei, Alberto Balsam, and Alberto European. Elida Beauty produces approximately 420 million units of product annually through third-party manufacturing partners and distributes through major retail chains and Amazon marketplace across the UK, US, Canada, France, Australia, Egypt, and Turkey.

The company was carved out of Unilever and acquired by US private equity firm Yellow Wood Partners in June 2024, subsequently merging with Suave Brands in January 2026 to form Evermark, LLC — a global personal care platform with combined annual retail sales of approximately $1.9 billion, backed by $1.6 billion in private debt financing from Ares Management Corp. Post-merger leadership placed Daniel Alter (formerly Suave CEO) as CEO of Evermark, with Alfie Vivian (former Elida CEO) as President of the European business. The company's go-to-market is traditional CPG distribution through retail partners and e-commerce platforms, with mass-market and multi-generational consumers as primary customer segments, supplemented by AI-powered advertising campaigns deployed through agency partner Code3 using Skai's Celeste AI platform.

Elida Beauty's business model is straightforward physical-product sales: it sells accessible, mass-market-priced beauty and personal care products through retail and e-commerce channels, monetizing the latent equity of heritage brands through brand revitalization, packaging modernization, and targeted digital marketing rather than through new brand creation. Pricing is not publicly disclosed but is positioned at mass-market price points across categories. The company employs approximately 180 permanent staff and operates offices in London (UK headquarters), Lewisville Texas (US), plus legal entities in France, Canada, and Australia.

Name

Elida Beauty

Legal name

TIGI International Limited (t/a Elida Beauty)

Website

https://elidabeauty.com

Company type

Private

Founded year

2024

Operating status

Acquired

Headcount range

101–250 employees

Short description

Elida Beauty is a London-based consumer packaged goods company that owns and revitalizes a portfolio of heritage personal care brands including POND'S, Q-Tips, Noxzema, St. Ives, Caress, and Bed Head by TIGI, producing 420 million units annually across global retail and e-commerce channels. In January 2026 it merged with Suave Brands to form Evermark.

Ownership category

akta.pro rank

Product category

Personal Care and Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Beauty & Personal Care Omnichannel (CRAFAEAB)

akta.pro secondary industry

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

Keywords

• Personal care products
• Heritage beauty brands
• Consumer packaged goods
• Skincare haircare products
• Mass market beauty

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Consumer packaged goods sales: Elida Beauty generates revenue through the sale of physical beauty and personal care products including skincare, haircare, body care, and grooming products. The company produces approximately 420 million units of product each year across its portfolio of heritage brands.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Elida Beauty is a consumer packaged goods company that owns and revitalizes a portfolio of heritage beauty and personal care brands spanning skincare, haircare, body care, baby care, and men's grooming categories. The company produces approximately 420 million units annually through third-party manufacturing partners and distributes them through major retail chains and e-commerce platforms including Amazon.

Product overview

Elida Beauty is a portfolio company comprising 16 heritage consumer brands across haircare, body care, skincare, and men's grooming categories. The company operates as a multi-brand platform (not a single unified product) where each brand functions independently with its own product lines and market positioning. Brands include Alberto Balsam, Alberto European, Bed Head by TIGI, Brut, Caress, Fissan, Impulse, Lever 2000, Monsavon, Noxzema, POND'S, Q-Tips, St. Ives, Timotei, VO5, and Williams. The company was acquired by Yellow Wood Partners in June 2024 and merged with Suave Brands in January 2026 to form Evermark. Elida Beauty produces approximately 420 million units of product annually through third-party manufacturing facilities.

Differentiator

Problem solved

Functional benefit

Brands

• Alberto Balsam: Affordable, everyday haircare brand made with fruity fragrances and pro-vitamin B5 to leave hair looking great, feeling soft, and smelling fresh.
• Alberto European
• Bed Head by TIGI
• BRUT
• Caress
• FISSAN
• Impulse
• Lever 2000
• Monsavon
• Noxzema
• POND'S
• Q-Tips
• St. Ives
• Timotei
• VO5
• Williams

Products and services

• Alberto Balsam

Quantifiable outcome

• 17.7x more attributed revenue generated through Amazon creative campaigns compared to brand-produced video
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor and core.

• Code3minorGTM or Marketing Partner · 17 June 2026Digital marketing agency Code3 received industry awards for its AI-powered advertising work and multicultural digital commerce campaign for Elida Beauty brands POND'S, Noxzema, and Caress. Using Skai's Celeste AI platform, Code3 identified $839K in incremental Q4 revenue opportunity and drove 12-19% increases in new-to-brand sales.
• Suave Brands CompanycoreStrategic or Co-development Partner · 20 January 2026Suave Brands Company and Elida Beauty completed their merger in January 2026 to form Evermark, LLC. The combined entity includes iconic brands such as Suave, ChapStick, Q-tips, POND'S, St. Ives, Caress, Noxzema, and TIGI, spanning hair care, body care, and lip care categories.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• e.l.f. Beauty: High-growth mass-market beauty brand with strong Gen Z and digital-native consumer base. Comparable in mass-market price point and channel mix, though with newer brand positioning versus Elida's heritage portfolio.
• The Honest Company: Multi-category consumer products company (clean beauty, baby, personal care). Comparable in product categories and omnichannel retail strategy, though with a digital-native brand positioning.

Broad incumbents

• Coty Inc. Global beauty company covering fragrance, color cosmetics, and skin/body care (CoverGirl, Max Factor, Hugo Boss, Gucci). Overlaps with Elida in mass-market beauty and fragrance categories like Brut and Impulse.
• Henkel: German multinational with significant Beauty Care and Laundry & Home Care divisions (Schwarzkopf, Dial, Persil). Comparable as a mass-market personal care multi-brand platform with global footprint.
• Unilever Personal Care: Former parent of Elida Beauty, Unilever remains the largest mass-market personal care company globally (Dove, Axe, TRESemmé, Vaseline). Direct comparable for category, channels, and consumer demographics.
• Kao Corporation: Japanese multinational with personal care and beauty brands (Kao, Jergens, Curél, John Frieda). Comparable multi-category personal care platform with strong heritage brand portfolio.
• Revlon: Global beauty company with mass-market and prestige brands (Revlon, Elizabeth Arden, Almay). Operates a multi-brand beauty/personal care portfolio with similar retail and e-commerce channels.

Direct peers

• Church & Dwight: Diversified mass-market personal care and household products company (Arm & Hammer, Trojan, OxiClean, Batiste). Highly comparable as a multi-brand, mass-market CPG platform with similar channels and consumer demographics.
• Edgewell Personal Care: Owns Schick, Banana Boat, Playtex, and Hawaiian Tropic — a mass-market personal care platform with overlapping categories in shaving, body care, and sun care. Directly comparable business model and retail distribution.
• Prestige Consumer Healthcare: Owns mass-market personal care and consumer health brands (Licefreee, Dramamine, BC/Goody's, Summer's Eve). Comparable multi-brand platform serving mass-market consumers through retail channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/theelida-beauty/jobs

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Elida Beauty