ELIDA Beauty Products

Elida Beauty was established by Unilever in 2021 to manage a portfolio of smaller beauty and personal care brands, including Q-Tips, Caress, Tigi, Timotei, and MonSavon. In December 2023, Unilever sold Elida Beauty to Yellow Wood Partners, a Boston-based private investment firm. The acquisition was completed in mid-2024, with Alfie Vivian appointed as CEO of Elida Beauty to lead its growth and expansion.