Suave (brand)

For other uses, see Suave (disambiguation).

Suave is a brand name based in Chicago, Illinois, used by the Unilever company^[1] in the United States, Argentina, Brazil, Mexico and Canada. Targeting discount stores, the brand represents more than 100 products including shampoo, lotions, soaps and deodorant.^[1][2][3]

Suave

Product type	Personal care
Owner	Suave Brands Company (2023–present; North America) Unilever (international)
Country	United States
Introduced	1937; 88 years ago (1937)
Markets	United States, Argentina, Mexico, Canada, Brazil
Previous owners	Helene Curtis Industries, Inc. Unilever (1996–2023; North America)
Website	www.suave.com

On May 9, 2023, the brand's North American rights were acquired by Yellow Wood Partners LLC and became controlled through a new entity, Suave Brands Company (SBC).^[4] Unilever still holds rights to the brand internationally.

History

Suave is a company that was started by National Mineral Company in the United States in 1937 as a hair tonic.^[5] The brand was later acquired by Helene Curtis Industries, Inc.^[5][6][7] which, in the 1970s, started expanding the Suave name beyond hair care into other areas. The brand targeted discount stores and grew its offerings to more than 100 products including shampoo, lotions, soaps and deodorant.^[1][2][3]

In 1996, Helene Curtis—and thus, Suave—was acquired by Unilever.^[8] Currently based in Chicago, the brand name is currently being used in the countries of the United States, Argentina, Brazil, Mexico and Canada.