Who owns Suave (United States and Canada)?
Suave (United States and Canada) is owned by Yellow Wood Partners (the United States), which has owned the brand since 9 May 2023.[1] Before Yellow Wood Partners, Suave (United States and Canada) was owned by Unilever to 2023.[2][3]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: Yellow Wood Partners Completes Acquisition of Suave North American Beauty and Personal Care Brands from Unilever, 9 May 2023 (this link no longer opens the document). Last checked .
Key facts
- Current owner
- Yellow Wood Partners LLC reported
- Owned since
- Previous owner
- Unilever (?–2023)
- Owner HQ
- 🇺🇸 United States, Boston
- Origin
- 🇺🇸 United States
- Founded
- 1937
- Category
- Personal care & beauty › Hair care › Shampoo & conditioner
- Last verified
- · 3 sources
About Suave (United States and Canada)
Suave is a value hair and body care brand launched in 1937 and sold on matching more expensive brands at a fraction of the price. In the United States and Canada it belongs to Suave Brands Company, formed by Yellow Wood Partners, which completed its purchase of the brand from Unilever on 9 May 2023. Unilever kept Suave everywhere else.
Ownership timeline of Suave (United States and Canada)
- Until 2023 Unilever [2][3] verified
- 2023 – present Yellow Wood Partners [1] reported Held through Suave Brands Company, formed by Yellow Wood Partners. Covers the United States and Canada; Unilever kept Suave elsewhere.
Where Suave (United States and Canada) sits in Yellow Wood Partners
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Yellow Wood Partners ownership tree →
Other brands in shampoo & conditioner, and who owns them
The 56 brands in shampoo & conditioner on Brandtree belong to 31 owners. The largest is Unilever, with 7.
About the owner: Yellow Wood Partners
Yellow Wood Partners is a private-equity firm headquartered in Boston, United States. Brandtree records 1 brand under its control.
Yellow Wood Partners is a Boston-based private equity firm that invests in consumer brands. It formed Suave Brands Company to hold Suave in the United States and Canada, which it bought from Unilever in a deal completed on 9 May 2023.
Yellow Wood Partners: full profile, brands and acquisition history →
🇺🇸 Suave (United States and Canada) and other American brands
Brandtree records a controlling owner for 2,550 brands that began in the United States. 479 of them (19%) are now controlled by a company headquartered in another country; Suave (United States and Canada) is not one of them.
Frequently asked questions
Who is the parent company of Suave (United States and Canada)?
The parent company of Suave (United States and Canada) is Yellow Wood Partners, a private-equity firm headquartered in the United States.
Is Suave (United States and Canada) owned by Unilever?
No. Suave (United States and Canada) is owned by Yellow Wood Partners, not Unilever. Unilever owned Suave (United States and Canada) from until 2023.
Is Suave (United States and Canada) American?
Yes. Suave (United States and Canada) originated in the United States in 1937 and its owner, Yellow Wood Partners, is also headquartered in the United States.
Since when has Yellow Wood Partners owned Suave (United States and Canada)?
Yellow Wood Partners has owned Suave (United States and Canada) since 9 May 2023.
Who owned Suave (United States and Canada) before Yellow Wood Partners?
Before Yellow Wood Partners, Suave (United States and Canada) was owned by Unilever until 2023.
Is Suave (United States and Canada) still owned by Yellow Wood Partners?
Yes. As of 2 October 2026, Suave (United States and Canada) is still owned by Yellow Wood Partners. The ownership record was last checked against primary sources on that date.
Sources (3) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Yellow Wood Partners Completes Acquisition of Suave North American Beauty and Personal Care Brands from Unilever — Yellow Wood Partners, Official press release, published 9 May 2023; retrieved 2 October 2026. This link no longer opens the document.
- [2] Unilever PLC Annual Report on Form 20-F for 2025 — SEC EDGAR, SEC Form 20-F, published 12 March 2026; retrieved 16 September 2026.
- [3] Unilever announces the sale of Suave in North America — Unilever USA, Official press release, published 14 February 2023; retrieved 2 October 2026.
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