Yellow Wood’s Suave Brands and Elida Beauty Complete Merger to Create Evermark

Fried Frank advised Suave Brands Company (Suave Brands) on the completion of its merger with Elida Beauty (Elida) to create Evermark, LLC (Evermark), a leading global platform of iconic personal care brands. Both Suave Brands and Elida are portfolio companies of Yellow Wood Partners (Yellow Wood), a leading consumer-focused private equity investment firm. The new name, Evermark, reflects a commitment to its millions of customers who use and trust these personal care brands daily. For more on the transaction, read the companies' press release.

This is the latest consumer-related transaction that the firm has provided counsel to Yellow Wood and its companies, including recently advising the private equity firm on its sale of a majority stake in BYOMA to Bansk Group, and on its acquisitions of Chapstick in 2024 and Suave Brands in 2023.

The Fried Frank team was led by corporate partners Steven J. Steinman and Roy Tannenbaum.

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