Main Post Partners has agreed to sell DeMert Brands, the parent company of Not Your Mother's, to German consumer goods giant Henkel. The Tampa-based haircare brand was launched in 2010 by Rocky and Bethany Pagliarulo and has grown into one of the largest independently-owned mass haircare brands in the United States.

Main Post invested in Not Your Mother's in 2019 with the goal of scaling the business. Under their ownership, the brand built strong momentum through product performance and innovation while deepening retail partnerships. Sean Honey, managing partner at Main Post Partners, said the firm is proud of the brand's accomplishments since their 2019 investment.

Henkel, headquartered in Düsseldorf, holds a diverse portfolio spanning industrial and consumer businesses. The company's consumer products division includes hair care products, laundry detergents, fabric softeners, and adhesives. This acquisition represents Henkel's continued expansion in the North American haircare market as it seeks to strengthen its position among mass-market brands.