Henkel to acquire a majority stake in the direct-to-consumer unit of Invincible Brands.

Henkel, a German chemical and consumer goods company, agreed to acquire a majority stake in the direct-to-consumer unit of Invincible Brands, an e-commerce brand builder. Financial terms were not disclosed. The transaction comprises the three attractive brands HelloBody, Banana Beauty and Mermaid+Me, which are mostly sold in Europe. The brands offer premium beauty care products and they also address the growing trend of sustainable and clean beauty. HelloBody is active in the skin, body and hair care categories, Mermaid+Me focuses on hair care products. Banana Beauty offers decorative cosmetics such as lipsticks and eyeliners. "As part of our strategic framework for purposeful growth we pursue value-adding acquisitions to strengthen our businesses. This agreement is a proof point of how we consistently implement our strategy. It is also in line with our objective to strengthen our competitive edge in the area of digitalization by expanding our direct-to-consumer activities," Carsten Knobel, Henkel CEO.