Yellow Wood Partners has completed its acquisition of Elida Beauty brands from Unilever. The new company has a global reach with offices in Dallas, London, and Paris.
 
The Elida Beauty portfolio includes Q-tips, Caress, Ponds and St. Ives (for North America and Europe only), Impulse, Noxzema, Monsavon, and Timotei, among others. 
 
Tad Yanagi, Partner at Yellow Wood Partners, 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 Woods Partners has appointed C-lever consumer packaging goods exec, Alfie Vivian to CEO of Elida. Vivian will help grow and develop the company. He previously worked at Unilever in senior management and brand-building roles for roughly 30 years. 
 
Vivian, CEO of Elida Beauty, said, 
 
“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.”
 
Yellow Wood Partners now oversees over 50 consumer brands including Suave, which recently finalized its acquisition of ChapStick; Beacon Wellness Brands; PlusOne; Isle of Paradise; Byoma; PPI Beauty; and more. 

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