On January 27, 2026, a major shift took place in the beauty and personal care industry with the announcement of the merger between Suave Brands Company and Elida Beauty, two portfolio companies of the private equity firm Yellow Wood Partners. This strategic consolidation has resulted in the creation of Evermark, a global personal care platform poised to strengthen the market presence of several widely recognized household brands across the U.S. and beyond.
The merger unites a collection of iconic consumer brands under one corporate entity, including Suave, Q-tips, ChapStick, St. Ives, Pond’s, Noxzema, Caress, and Impulse. Together, these brands have built a strong foundation of consumer trust and loyalty over decades. Now, under the Evermark banner, the newly formed company is anticipated to generate annual retail sales of approximately US $1.9 billion, a significant figure that reflects the scale and potential of this powerful consolidation. Executives behind the merger emphasize that Evermark will focus not only on preserving the legacy of these well-known brands but also on driving future growth through innovation, greater accessibility, and a commitment to maintaining the high standards that have made these products household names.
In a rapidly evolving consumer market, where preferences shift quickly and competition is fierce, the merger is designed to provide Evermark with the tools needed to navigate these changes. One key focus of the newly merged company is to bolster its reach across both traditional brick-and-mortar retail outlets and digital platforms. As consumer shopping habits continue to evolve in 2026, Evermark is keenly aware of the growing importance of online retail. The company’s strategy includes not only expanding its presence in physical stores but also improving its digital footprint, meeting consumers where they increasingly prefer to shop. By embracing digital transformation, Evermark aims to connect with a broader, tech-savvy audience and respond to the increasing demand for online shopping experiences that are seamless and personalized.
The new company’s leaders are keen to strike a balance between leveraging the power of their established brands and creating new avenues for product innovation. They recognize that while the foundation of the business is built on the enduring popularity of products like Suave, ChapStick, and St. Ives, it is essential to continue evolving the offerings to match changing consumer preferences. The focus will be on developing new products that are aligned with the needs and desires of modern consumers, incorporating trends such as sustainability, natural ingredients, and multi-purpose products that cater to busy, value-conscious individuals.
Furthermore, Evermark’s leaders plan to invest in expanding their portfolio of brands by exploring new product lines and adapting existing ones to reflect the latest market trends. The personal care industry is known for its fast-paced innovations, and Evermark is setting itself up to capitalize on emerging trends such as wellness, clean beauty, and eco-conscious products. The company also aims to improve accessibility, ensuring that its products are available in a wide range of retail environments, from high-end department stores to mass-market retailers and online platforms.
The merger between Suave Brands and Elida Beauty marks the beginning of an exciting new chapter in the personal care sector. By consolidating their resources and expertise, the companies have created a formidable new player in the industry with the potential to influence both retail and digital markets. As Evermark moves forward, it will be interesting to see how it navigates the challenges of an ever-changing market and continues to build on the legacy of its iconic brands. This merger reflects broader trends in the industry where consolidation and innovation are crucial for staying competitive and responding to the evolving needs of the modern consumer.
