BOSTON – Yellow Wood announced the acquisition of Elida Beauty brands from Unilever. The portfolio of consumer brands acquired in the deal includes Q-tips, Caress, Ponds, Noxzema, and St. Ives and others.
In conjunction with the closing, Alfie Vivian has been appointed as CEO of Elida to work with the Yellow Wood team to develop the next chapter of the company’s growth. Mr. Vivian most recently served as senior vice president and general group manager of Tyson Foods.
Tad Yanagi, partner at Yellow Wood, commented, “We are excited to complete this carve out with Unilever and formally welcome Alfie Vivian and the Elida Beauty team into the Yellow Wood family. Elida Beauty’s brands are recognized around the world and align perfectly with our existing portfolio. Alfie’s and our collective brand building experience across North American and international markets will help unlock Elida’s global growth potential as a newly independent company.”
“Yellow Wood’s creativity, entrepreneurial spirit, and commitment to excellence combined with the Elida Beauty team’s experience will continue our evolution into a powerful multi-brand beauty company. Yellow Wood’s partnership allows us to build on the legacy of these brands and accelerate development of our product portfolio across global markets,” Vivian added.
Yellow Wood’s portfolio now includes over 50 consumer brands with total retail sales of approximately $3 billion.
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