Suave (brand)

Suave is a brand name based in Chicago, Illinois, used by the Unilever company[1] in the United States, Argentina, Brazil, Mexico and Canada. Targeting discount stores, the brand represents more than 100 products including shampoo, lotions, soaps and deodorant.[1][2][3]

For other uses, see Suave (disambiguation).
Suave
Product typePersonal care
Owner
  • Suave Brands Company
  • (2023–present; North America)
  • Unilever
  • (international)
CountryUnited States
Introduced1937 (1937)
MarketsUnited States, Argentina, Mexico, Canada, Brazil
Previous owners
Websitewww.suave.com

On May 9, 2023, the brand's North American rights were acquired by Yellow Wood Partners LLC and became controlled through a new entity, Suave Brands Company (SBC).[4] Unilever still holds rights to the brand internationally.

History

Suave is a company that was started by National Mineral Company in the United States in 1937 as a hair tonic.[5] The brand was later acquired by Helene Curtis Industries, Inc.[5][6][7] which, in the 1970s, started expanding the Suave name beyond hair care into other areas. The brand targeted discount stores and grew its offerings to more than 100 products including shampoo, lotions, soaps and deodorant.[1][2][3]

In 1996, Helene Curtis—and thus, Suave—was acquired by Unilever.[8] Currently based in Chicago, the brand name is currently being used in the countries of the United States, Argentina, Brazil, Mexico and Canada.

References
  1. "Suave®". unileverusa.com.
  2. Gianna Passarelli. "Suave for final". slideshare.net.
  3. "How Suave Repositioned from a Value Brand to a Quality Beauty Brand by Connecting the Dots for Mom". chicagonow.com.
  4. "Yellow Wood Partners Completes Acquisition of Suave North American Beauty and Personal Care Brands from Unilever". Happi. Retrieved 2023-09-11.
  5. "History of Helene Curtis Industries, Inc. – FundingUniverse". fundinguniverse.com.
  6. Eben Shapiro (September 14, 1989). "Helene Curtis's Secrets: Innovation and Timing". The New York Times.
  7. Suave(c) (PDF)
  8. Collins, Glenn (1996-02-15). "Unilever Agrees to Buy Helene Curtis". The New York Times. ISSN 0362-4331. Retrieved 2019-05-14.
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