Belle Brands targets hair wellness growth with Vegamour deal
Key takeaways
- Belle Brands has acquired Vegamour to expand its clean, clinically-backed hair wellness portfolio.
- The acquisition aims to accelerate Vegamour’s growth while maintaining its focus on community, efficacy, and accessibility.
- Belle Brands plans to invest in product development, retail partnerships, and Vegamour’s position in the hair longevity category.
Belle Brands has acquired biotech-powered hair longevity brand Vegamour. The acquisition strengthens the platform company’s position in clean, clinically-backed hair wellness while bolstering Vegamour’s scalability.
Belle Brands, which was formed by consumer-focused private investment firm Windsong Global, boasts a growing beauty portfolio including JVN Hair, Pipette, Kat Von D Beauty, and Versed.
Teresa Lo, global president at Belle Brands, says that the company looks for brands with clinically-backed product development, an established community, and a focus on accessibility when building its portfolio.
“[Vegamour is] a pioneer in the hair wellness space with exclusive retail distribution at Sephora, a stalwart in beauty that has helped bring hair health front and center to countless consumers,” says Lo.
Sweedler states that Vegamour combines clean beauty, modern hair wellness, and efficacy. With the acquisition, Windsong aims to bolster its relationship with Sephora and invest in new products that maintain Vegamour’s position in the hair longevity category.
“Belle Brands provides what a single business is often challenged to deliver alone,” says William Sweedler, chairman of Belle Brands and CEO and managing partner at Windsong.
“Across our portfolio, this approach has reduced operating expenses to facilitate more investment in product development, retail partnerships, and consumer marketing.”
