Strength of Nature enters into Agreement with Godrej Industries to Expand Global Footprint

(SAVANNAH, GA) April 2016 - Strength of Nature LLC, a fast growing global leader in the multi-cultural hair care industry, today announced an investment by Godrej Consumer Products Limited (GPCL), a leading India-based consumer goods company with significant operations in Africa and other global markets.  The investment will significantly expand Strength of Nature's ability to meet the evolving needs of the world's multicultural consumer. The transaction is expected to close this month, and is subject to customary conditions including regulatory reviews and approvals.

Strength of Nature's current management team, led by its founder and CEO Mario de la Guardia, will continue to manage the worldwide business.  Strength of Nature will continue to operate in its current facility in Savannah, GA., and existing relationships with retailers, wholesalers, distributors, brokers and suppliers will not change.  

Mario de la Guardia, founder and CEO of Strength of Nature, said: "Our vision and commitment is to provide the highest quality, most innovative hair care products that meet the diverse needs of our multicultural consumer worldwide.  While we have made significant strides in achieving this vision here in the US, this exciting strategic global partnership with GPCL provides us with a unique opportunity to better serve the huge number of potential consumers outside the US, especially in Africa.  The synergies between our strong US platform and Godrej's African footprint are compelling, as is our shared commitment to excellence and innovation for the betterment of our employees, consumers, customers and communities."

GPCL is a leading consumer goods company with geographic focus on Asia, Africa and Latin America, and with a strong worldwide share of the hair color and weaves/extensions market.  Adi Godrej, Chairman, Godrej Group, said: "This acquisition is a key piece in our strategy of bringing high quality hair care products to women of African descent in those areas where we have strong local operations, particularly in Africa itself.  We share the vision of Mario de la Guardia and his management team to drive Strength of Nature and its great brands to worldwide leadership, and look forward to working with them to make this happen through continued innovation and strong consumer focus".

"This strategic alliance will allow Strength of Nature to even better meet the needs of our worldwide consumer, and to expand our partnerships with media and influencers around the world.  All of us at Strength or Nature are excited about the global opportunities this will afford" says Charlene Dance, Global Marketing Director of Strength of Nature.

About Strength of Nature

Strength of Nature is one of the fastest growing companies in the multicultural hair care category, driven by its strong commitment to consumer understanding and product innovation.  A U.S.-based company with manufacturing facilities in Savanah, Georgia, Strength of Nature is committed to providing premium-quality hair care products at affordable prices to multicultural consumers around the world.  Strength of Nature markets a number of leading brands including African Pride®, Beautiful Textures®, Dream Kids®, Elasta QP®, Profectiv MegaGrowth®, Proline®, Soft & Beautiful®, Soft & Beautiful Botanicals®, TCB®, Motions® and Just for Me®.  

About Godrej Consumer Products Limited

Godrej Consumer Products Limited (GCPL) is part of the 118 year old Godrej Group, one of India's most trusted brands. GCPL is the largest home-grown home and personal care company in India with significant operations in Africa and other global markets. A leader in hair color and hair extension and weaves, as well as other consumer products, they are constantly innovating to delight their consumers with more exciting, superior quality products at affordable prices. The Group is consistently ranked as one of the best places to work in India and Asia, and has a commitment to women's empowerment, employee development and community involvement.

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Contact Strength of Nature

Camila Crews

Senior Communications & Marketing Manager

The Garner Circle PR

Eugenia Johnson

PR Director