Suave Brands Company

Suave Brands Company is one of the oldest American hair-care brands in business today. It launched its first “hair tonic” in 1937 and was purchased by Unilever in 1996 for $770 million as part of the sale of conglomerate Helene Curtis Industries, which also included value brands like Finesse and Salon Selectives. Unilever ran Suave worldwide for nearly three decades before selling the U.S. business, which includes Canada, to private equity group Yellow Wood Partners, LLC in 2023 for an undisclosed amount. The group hired a new executive team, built a company of 75 people and relaunched the brand as a standalone business called Suave Brands. Unilever still owns and operates Suave internationally. While the brand never disappeared from shelves, its unofficial U.S. relaunch happened on February 18 with the release of 34 new products, its largest NPD release in decades. Read more: https://lnkd.in/eEjJr8Fd

“We saw the early seeds of [the drugstore hair-care shopping trend], but honestly, it’s just a bit of luck,” Rachel Behm, svp of marketing for Suave Brands Company, told Glossy. “It’s been a nice surprise that we’re so happy to be a part of.” Suave is one of the oldest American hair-care brands in business today. It launched its first “hair tonic” in 1937 and was purchased by Unilever in 1996 for $770 million as part of the sale of conglomerate Helene Curtis Industries, which also included value brands like Finesse and Salon Selectives. Unilever ran Suave worldwide for nearly three decades before selling the U.S. business, which includes Canada, to private equity group Yellow Wood Partners, LLC in 2023 for an undisclosed amount. The group hired a new executive team, built a company of 75 people and relaunched the brand as a standalone business called Suave Brands. Unilever still owns and operates Suave internationally. While the brand never disappeared from shelves, its unofficial U.S. relaunch happened on February 18 with the release of 34 new products, its largest NPD release in decades. Story by Lexy Lebsack

We are thrilled to announce that Suave has been recognized as the most trusted shampoo & conditioner brand in the US by Newsweek's 2025 BrandSpark? Most Trusted Awards! https://lnkd.in/g8RvJ5nG

Affordable Hair Care is Having a Moment! TikTok is redefining beauty trends once again, and this time it’s bringing drugstore shampoos back to the forefront. Viral videos are celebrating trusted, affordable brands delivering real results without the luxury price tag. We’ve always believed that everyone deserves accessible, high-quality products that work—and we’re thrilled to share that Suave was just named the #1 Clarifying Shampoo by Good Housekeeping! The drugstore hair care comeback is here to stay! #Suave #DrugstoreShampoo #TikTokBeauty #GoodHousekeeping

Suave Brands Company lands in the GQ Magazine 2024 Grooming Awards for the Men's Sensitive Skin Body Wash! https://lnkd.in/eK6EkhuW

So excited to see Suave Brands Company’s Clover Honey Chapstick and Suave Men’s Sensitive Skin Body Wash on the list! Just wait and see what new products are coming in 2025. ????

Suave Brands Company lands in the GQ Magazine 2024 Grooming Awards for the Men's Sensitive Skin Body Wash! https://lnkd.in/eK6EkhuW

We’re beyond excited to share that Suave has been awarded TIME’s World’s Best Brands 2024! ??? This recognition goes out to our incredible team, partners, and supportive community—it reflects our commitment to raising the standard of beauty and personal care by making high-quality products accessible to all. Here’s to more milestones, big ideas, and creating unexpectedly good personal care.??? ? Big congratulations to the whole Suave Brands Company team for this amazing achievement!?#Suave #WorldsBestBrands2024

In the first episode of the Mahaley Family season on Military Makeover, Suave Brands Company makes a heartfelt gesture by presenting a beautifully curated gift basket. Filled with essentials like shampoo, body wash, and lotion, this thoughtful gift is a token of appreciation for the family's service and sacrifice. Suave’s commitment to honoring veterans shines through their initiatives, providing a touch of comfort during this transition. Discover more about Suave’s support for our heroes at militarymakeover.tv. #VeteranSupport #HomeMakeover #HonoringHeroes #MilitaryFamilies

Yesterday, the Suave Brands Company team set sail on the Hudson River for an unforgettable team outing. It was a great day of fun, bonding, and stunning views. Here's to many more adventures and a summer full of creativity, collaboration, and success!