European-based beauty group Sodalis has acquired HRB Brands, parent of Alberto VO5 and Brut, from private equity firm Tengram Capital Partners for an undisclosed amount.

HRB’s portfolio of hair care and skin care brands also includes Zest, Coast, Pert, Sure, Zero Frizz, Rave, SGX NYC, and Thicker Fuller Hair, among others. The brands, known for their quality and accessible price points, are present in more than 30 million households across the Americas.

After being acquired by Tengram in 2020, the company has completed four strategic transactions and expanded its footprint to Latin America.

Jim Daniels, CEO of HRB, said becoming part of Sodalis Group is an “exciting new chapter” for the company. 

“Our combined teams are already working well together to leverage each other’s talents and brand portfolios to rapidly grow our combined European, North and Latin America businesses,” Daniels added.

Fabio Granata, CEO of Sodalis Group, said the acquisition marks its entry into the US market.

“We believe in an important growth plan for Sodalis USA both for the evolution of the current business and as a great platform to launch our European power brands in North America and South America and to complete new acquisitions.”

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