Unilever to shed Soft & Beautiful, TCB and Pro-Line Comb-Thru brands

LONDON and ROTTERDAM, Netherlands — Unilever is looking to sell its Soft & Beautiful, TCB and Pro-Line Comb-Thru brands to Strength of Nature. The sale excludes TCB’s business in Africa.

Terms of the deal were not disclosed and it is expected to close in early December.

“Soft & Beautiful, TCB and Pro-Line Comb-Thru are each terrific brands with a long legacy in the ethnic hair care category. These brands are part of one of the fastest growing categories in the personal care sector and we believe their potential can now be more fully realised with Strength of Nature,” Kees Kruythoff, president of Unilever North America stated.

“We are extremely pleased to add these great brands to our expanding portfolio. Soft & Beautiful, Soft & Beautiful Botanicals, TCB and Pro-Line Comb-Thru are brands with strong consumer following, high awareness and a long tradition of serving their consumers. We are excited about their potential, and strongly believe they each provide an excellent foundation for expanded innovation and product improvement,” Mario de la Guardia, Strength of Nature CEO added.


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