Yellow Wood Partners unveils Evermark LLC following Suave and Elida Beauty merger
Yellow Wood intends to use Evermark as a platform for further acquisitions, expanding into additional categories
USA – Yellow Wood Partners, an American consumer-focused private equity firm, has successfully merged its portfolio companies, Suave Brands Company and Elida Beauty, to form Evermark LLC.
This establishes a dominant global platform for time-tested personal care brands with roughly USD 1.9 billion in annual retail sales.
This strategic combination enhances scale across hair care, body care, skin care, and lip care categories, enabling improved product innovation, quality, accessibility, and service to consumers and retailers while upholding brand legacies.
Daniel Alter, CEO of Suave Brands, stated, “By bringing Suave and Elida together, we can further strengthen our relationship with our customers, combine complementary strengths to invest in product quality, innovation, and accessibility, while preserving the product identities consumers already know and love.”
“Dana, Tad and the rest of the Yellow Wood team have been instrumental in executing on this vision, and I look forward to continuing to work with them, along with the Elida team, to establish Evermark as a premier platform for some of the world’s most loved personal care brands.”
Evermark unites powerhouse U.S. brands such as Suave, the leading wash-and-care product by volume in nearly half of American households, Q-tips, the top cotton swab; ChapStick, which dominates lip balm sales; plus Pond’s, Caress, St. Ives, Noxzema, and TIGI.
It also incorporates international favourites like V05, Brut, Impulse, Alberto Balsam, Timotei, and Monsavon, creating diversified revenue streams with strong household loyalty and broad distribution.
Daniel Alter, previously CEO of Suave Brands, now serves as Evermark’s CEO, leading the retained Suave management team alongside Elida contributors.
Concurrently, Alfie Vivian, formerly chief executive officer of Elida, heads European operations.
Alter emphasized uniting strengths to boost consumer relationships and invest in beloved products, crediting Yellow Wood’s Dana Schmaltz and team for the vision.
The merger, completed in January 2026, from the Hackensack, New Jersey, headquarters, positions Evermark for sustained growth, potential acquisitions, and future exits, such as an IPO.
This move strengthens Yellow Wood’s position as a private equity player in consumer goods, while giving Evermark the brand depth and global reach to compete more aggressively in the beauty and personal care market.
Meanwhile, Yellow Wood Partners acquired Elida Beauty from Unilever in 2023.
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