Not Your Mother's is owned by Henkel Beauty Care.

American mass-market haircare brand founded in 2010 by married couple Rocky and Bethany Pagliarulo through their company DeMert Brands, conceived to bring salon-quality haircare to teens and young adults at accessible drugstore price points. Not Your Mother's launched quietly in approximately 400 Walmart stores with six products, expanding to over 25,000 stores across 10+ countries, and built its largest franchise around textured and curly hair care with lines such as Curl Talk. The brand became the top-ranked haircare brand among American teens in Piper Sandler's 2025 survey. Main Post Partners made the first institutional investment in the brand in 2019. Henkel acquired Not Your Mother's — along with its parent DeMert Brands — from Main Post Partners in March 2026 in a transaction estimated at approximately 800 million euros.