Written on: January 22, 2026 by SprayTM
Suave Brands Co. and Elida Beauty completed a merger to create Evermark, LLC, a global platform of personal care brands. Both businesses are portfolio companies of Yellow Wood Partners, a consumer-focused private equity investment firm.
Evermark’s brand portfolio comprises household names spanning hair care, body care and lip care, including Suave, Pond’s, Caress, St. Ives, Noxzema, TIGI and ChapStick. Evermark will also include established personal care brands in international markets, including V05, Brut and Impulse.
Daniel Alter, CEO of Suave Brands, will serve as CEO of Evermark, and Alfie Vivian, formerly CEO of Elida, will become President of the European business. The current Suave management team, led by Alter, will remain in place to oversee the business with additional leaders joining from Elida.
Full scale integration efforts are underway. The transition to the Evermark name will occur gradually across systems and materials in the coming months.
