Beauty Industry

Unilever Sells VO5 in the USA

The company agreed to sell the Alberto VO5 brand in the US and Puerto Rico, and the Rave brand globally to Brynwood Partners VI L.P.

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By: Jamie Matusow

Editor-in-Chief

Unilever has agreed to sell the Alberto VO5 brand in the United States and Puerto Rico from the Alberto Culver portfolio and the Rave brand globally from the Unilever portfolio to private equity firm Brynwood Partners VI L.P.

The deal is subject to approval by the US Department of Justice and the divestiture is required by the US DOJ in conjunction with Unilever’s $3.7 billion acquisition of the Alberto Culver Company, which was completed on May 10, 2011. The Alberto Culver acquisition included brands TRESemmé, Nexxus, Motions, St. Ives and Simple, which the company said complement Unilever’s portfolio of brands including Dove, Clear, Suave, TIGI (Bed Head, Catwalk and SFactor) and Sunsilk in hair care and Pond’s and Vaseline in skin.

The Alberto VO5 brand in the US and Puerto Rico includes shampoos, conditioners and hair-styling products, and the Rave brand consists of aerosol and non-aerosol hairsprays. Outside the United States and Puerto Rico, the Alberto VO5 brand will remain in Unilever’s portfolio.

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