Henkel will expand in emerging markets and strengthen its position in Africa/Middle East and Eastern Europe thanks to an agreement with Procter & Gamble to acquire a range of hair care brands that focus on these regions.

The transaction includes a portfolio of brands with leading positions in the entry-level price segment. Major brands are Pert, Shamtu and Blendax, focusing on the shampoo segment. Key countries are Russia, Saudi Arabia and Turkey. In the fiscal year 2015, sales of these brands reached close to $100 million.

  In May 2014, Henkel acquired the Pert brand in Latin America from P&G.