Not Your Mother's Haircare

Not Your Mother’s (NYM) is a contemporary haircare brand that was founded in 2010 in Tampa, Florida. The brand was established by DeMert Brands, a company with deep roots in professional and salon haircare, led by B.L. ‘Beb’ Branscomb. It quickly gained popularity by offering salon-inspired, 'clean' formulas at an accessible price point, specifically targeting younger demographics such as Gen Z and Millennials through vibrant packaging and social media-driven marketing.

While the brand maintains its creative and operational heart in sunny Florida, its products are manufactured within the United States. In 2022, the brand reached a new chapter in its growth when DeMert Brands was acquired by the global consumer goods investment firm Gryphon Investors. Despite this acquisition, the brand continues to operate with its focus on cruelty-free, innovative styling products and high-quality ingredients.