Suave Brands Company and Elida Beauty have completed a merger to create Evermark, LLC, a leading global platform of iconic personal care brands.

The new name, Evermark, reflects a commitment to the company’s millions of customers who use and trust these personal care brands daily. 

Both businesses are portfolio companies of Yellow Wood Partners (Yellow Wood), a leading consumer-focused private equity investment firm. 

The joint power of this combined platform under the new name, Evermark, will build upon the existing legacy of both Suave Brands and Elida to ensure the continued growth of brands that have stood the test of time and established themselves in daily routines for customers around the world. 

Evermark is positioned to be a leading independent personal care company in terms of household penetration, with annual retail sales of approximately $1.9 billion. 

With its portfolio of brands, steady cash flow, and loyal customer base, Evermark is well-positioned to benefit from operational scale and drive long-term value creation, with diversification across brands, categories, and customers. 

Evermark’s brand portfolio comprises iconic household names spanning hair care, body care, and lip care, including Suave, Q-tips, ChapStick, Pond’s, Caress, St. Ives, Noxzema, and TIGI. 

Evermark will also include established personal care brands in international markets, including V05, Brut, Impulse, Alberto Balsam, Timotei, and Monsavon.

Daniel Alter, Chief Executive Officer of Suave Brands, will serve as CEO of Evermark, and Alfie Vivian, formerly Chief Executive Officer of Elida, will become President of the European business. 

The current Suave management team, led by Alter, will remain in place to oversee the business with additional leaders joining from Elida.

Alter said,

“Personal care brands play an important role in consumers’ daily lives, with loyalty built on trust and consistent performance. By bringing Suave and Elida together, we can further strengthen our relationship with our customers, combine complementary strengths to invest in product quality, innovation, and accessibility, while preserving the product identities consumers already know and love.”

Full-scale integration efforts are underway. The transition to the Evermark name will occur gradually across systems and materials in the coming months. The company will continue to work closely with retail, supplier, and strategic partners throughout this transition.