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Unilever Makes Hair-care Play, Purchasing Quala’s Personal-care Arm

The Latin American Quala was founded in 1980.

LONDON — Unilever plans to buy the personal-care and home-care brands of Quala, the Latin American consumer-goods company that was founded in 1980 and has a strong hair-care business.

The terms of the deal revealed Monday were not disclosed. The acquisition is subject to regulatory approvals and customary closing conditions, Unilever said.

Quala’s personal-care and home-care portfolio includes leading local brands including Savital/Savilé, eGo, Bio-Expert, Fortident and Aromatel. The companies produce hair and skin care and fabric conditioners, and had a combined turnover of more than $400 million in 2016.

According to Unilever, Quala now has a strong presence in 10 countries in Latin America: Colombia, Ecuador, Mexico, Dominican Republic, Haiti, Peru, El Salvador, Honduras, Nicaragua and Guatemala.

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Paul Polman, Unilever’s chief executive officer, said Quala has done an “outstanding” job of building strong and competitive local brands.

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“The inclusion of these brands in our stable will consolidate our leading position in hair care globally, and contribute to our oral care and male grooming businesses, complementing very well our existing offering.”

Miguel Kozuszok, executive vice president, Latin America, Unilever, said Quala’s brands would give Unilever “an even sounder footing in Latin America, broadening our offering in Mexico, Colombia and Ecuador. We look forward to continuing to grow these great brands.”

Michael De Rhodes, chairman of Quala, said the sale followed a strategic review and the company would now like to focus its efforts and resources on accelerating growth on our core business.

“As a result of this transaction, Quala intends to increase its investment in innovation, continue broadening our product and brand portfolio, and maintaining our leadership positions in the region.”

Quala’s Savital/Savilé is the number-one brand in hair care by volume in Colombia and has a good presence in the rest of the North Latin America region, according to Unilever.

It uses aloe vera as the core ingredient across the brand, and incorporates other functional ingredients — such as Keratin, Biotin and Argan Oil — as variants that appeal to consumers.

“The acquisition of Quala’s personal-care and home-care business reinforces Unilever’s commitment to our long-term model of compounding growth and sustainable value creation. The active management of the portfolio through bolt-on acquisitions such as this one, and the sustained investment in our existing brands, will help us deliver continued growth ahead of our markets,” Polman added.

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