About
Not Your Mother’s is a hair care brand founded in 2010 by Bethany and Rocky Pagliarulo, headquartered in Tampa, Florida, under Demert Brands. The brand was acquired by Henkel in March 2026. Products carry a Made in USA designation and are certified cruelty-free. The product line includes shampoo, conditioner, dry shampoo, styling products, and hair treatments formulated without aluminum, parabens, and sulfates. Formulations address a range of hair concerns, including curl care, moisture, heat protection, frizz control, and scalp care. Products are available in drugstores, grocery chains, and mass-market retailers nationwide.
