Forward Consumer Partners to Buy Welly Health

Forward Consumer Partners has signed an agreement to acquire Welly Health PBC, a leading first-aid and bandage brand, from Unilever.

Created in 2018 by serial entrepreneur Eric Ryan, Welly is a disruptive consumer healthcare brand built on the premise that cuts and scrapes are proof of a life well-lived. Today, Welly offers a full range of first aid products designed to clean, protect, and heal a variety of everyday injuries.

Welly marks Forward’s eighth investment since its inception in 2023. Matt Leeds, Forward’s Founder and Managing Partner, remarks, “Welly is a textbook Forward asset: a powerful brand that makes beloved products, with an enduring track record of success and significant untapped potential. This investment also expands Forward’s reach into new sectors of the fast-moving consumer goods landscape, marking our first consumer health investment. We are honored to be entrusted with the next chapter of the Welly story.”

Brandon Staub, Partner at Forward, adds: “Welly is a beloved consumer brand, and this transaction represents Forward’s approach to working with large strategics around powerful assets with significant opportunity ahead. Our ability to move with speed and integrity during transactions creates a template for many other such partnerships in the future. We are inspired by the opportunity that lies ahead for Welly and are excited to help the Company make progress toward its potential.”

Concurrent with closing, Forward is thrilled to announce that Eric Ryan will return to the business as a strategic advisor and member of the Board of Directors. The transaction is expected to close by the end of 2026, subject to certain closing conditions.