BERLIN — Henkel AG is strengthening its entry-level hair-care offering — with a little help from Procter & Gamble Co.

The Düsseldorf-based company is acquiring a portfolio of brands from P&G that includes Pert, Shamtu and Blendax shampoos. The group of brands generated sales of nearly $100 million in 2015, according the Henkel, which already owns the Schwarzkopf and Taft hair-care lines.

Terms of the deal were not disclosed.

The move will strengthen Henkel’s presence in emerging markets and strengthen its core hair-care category, the company said. The regional focus of the deal lies in the Africa-Middle East and Eastern Europe regions, where the acquired brands are market leaders.

“This acquisition is part of our strategy to further strengthen our footprint in emerging markets and to invest in strong country category positions,” said Hans Van Bylen, Henkel’s executive vice president of beauty care, who will assume the role of chief executive officer on May 1. 

In 2014, Henkel acquired Pert in Latin America. The brand will now be fully integrated into its portfolio.

The deal with P&G is subject to approval of antitrust authorities.

Last year, Henkel tried and failed to acquire P&G’s entire hair-care business. Most of the brands, including  Wella and Clairol, were sold to Coty Inc.