Nameless CPG appears to have acquired Freck Beauty. It joins a portfolio at the holding company extending across beauty, sexual wellness, food and wellness with the brands Wander Beauty, Awkward Essentials, Wile, Ladybird Provisions, Everly, Nakey and Hilo.
Freck Beauty co-founder Remi Brixton, and Nameless CPG co-founders Albert Swantner and Kate Herling didn’t respond to requests for comment on the deal. In an out-of-office email message from Brixton, she says, “I am no longer involved with the day-to-day running of the company.”
In 2020, Freck Beauty secured funding from Stage 1 Fund and KarpReilly. At the time, the publication Women’s Wear Daily cited industry sources estimating it could do $10 million in 2021 retail sales. Known for its faux freckles product Freck OG, moisturizer Rich Bitch and lip and cheek tint Cheekslime, the brand is sold at Sephora.
The newsletter This Week in CPG spotted a Securities and Exchange Commission filing reporting Alpyn Beauty has raised $2.5 million in funding from undisclosed investors. The skincare brand is carried by Sephora, Bluemercury, Credo, The Detox Market, Goop, Aillea and Beauty Heroes.
Boldify’s hairline powders have rolled out across 3,100 Walmart stores, and the brand has launched at Target locations, too. Founded by Auckland-based Amazon expert Mike Viskovich in 2016, Boldify has been a bestseller on the giant e-commerce platform. In 2023, industry sources told the publication Women’s Wear Daily that its annual revenue was $15 million.
In the United States, Boldify has brought on board Stacey Smith Morton, former SVP at Mielle Organics, as chief revenue officer, and Rick Ely, a former senior marketing director at Johnson & Johnson, has acted as a fractional CMO.
Cloud Haircare, a brand from the maker of It’s a 10 Haircare, has launched at over 1,000 Walmart locations. It previously entered CVS.
PaintLab has expanded to over 2,000 Walmart stores with press-on nails. At the big-box megachain, it sells 18 stockkeeping units. Some new releases for spring are Pink Celestial, Periwinkle and Tortie Tips. PaintLab was part of the Walmart Start accelerator program in 2023 and bowed at around 900 Walmart stores that year. Its parent company is Los Angeles-based Beauty Concept Brands, which also has Skin Gym, Skin Camp, Youth Haus and Muffy in its brand stable.
Dermasuri has expanded to more than 1,600 Target locations. Inspired by Eastern skincare rituals, the brand’s assortment includes Deep Exfoliating Mitt Body Scrub, Deep Exfoliating Face Mitt and Foot Scrub Exfoliator Set. Dermasuri made its debut at Target in 2021.
Hume Supernatural has landed at 706 CVS stores in the East Coast, South and Midwest. The brand specializes in natural deodorants, including all-body deodorant. Former professional soccer player and gold medalist Alex Morgan has become a co-owner, ambassador and investor at Hume.
Seen has moved from 702 Ulta Beauty stores to full nationwide distribution at the chain with around 1,400 stores. Although the haircare brand, which was founded by Harvard University-trained dermatologist Iris Rubin, was previously in other retailers, Ulta has become its exclusive retail partner. It’s a top performer in the chain’s conscious haircare category.
The Shop, the grooming brand from LeBron James, has entered 1,400 CVS locations. The brand kicked off last year at 1,600 Walmart locations.
Allies of Skin has launched at Nordstom and Formula Fig. Products available at Nordstrom include the brand’s bestselling Multi Peptides & GF Advanced Lifting Serum, The One SPF 50 Invisible Sunscreen Gel, Molecular Silk Amino Hydrating Cleanser, and more. Products available at Formula Fig include Azelaic & Kojic Advanced Clarifying Serum and Multi Peptides & GF Advanced Lifting Serum. Among the brand’s other retailers are Lovely Skin, Dermstore, Heyday, Revolve, Beautylish, Mecca, Cult Beauty and Sephora in the United Kingdom and Asian countries.
Canviiy, a scalp care brand found at Walmart, Walgreens, Target and J.C. Penney, has become the official personal care sponsor of Florida A&M University’s softball team.
After 10 years in business, Finding Ferdinand has arrived at Credo. Helmed by sisters Nhu and My Le, the makeup brand is known for the viral product The Black Lip Balm, which it shares has sold out 10 times. Timed with its Credo launch, Finding Ferdinand is introducing a limited-edition raspberry shade of its lip balm.
L’Avant Collective has launched at Credo as well. The premium cleaning products, home goods and personal care brand is available at many other retailers, including Bristol Farms, Bluemercury and Nordstrom. Its assortment at Credo includes candles, hand lotion and dish soap.
Habelo, a high-end hand care brand, has become part of Violet Grey’s assortment with Activating Hand Serum and Treatment-Boosting Gloves.
Replenza, a supplement brand focused on GLP-1 support for muscle recovery, digestive health and skin elasticity, has landed at CVS. The retailer joins its retail and e-tail network that includes Amazon, Walmart and Publix.
Covered first by WWD, Facile, the Southern California med-spa concept and skincare product line, has premiered on Sephora’s website with nine items. It’s due to hit Next Big Thing displays at 276 Sephora stores in May. Beyond Sephora, Facile’s products are available at Erewhon, Revolve, Free People, Urban Outfitters, Anthropologie, Auberge Resorts, Milk + Honey and Happier Grocery.
ElliotCole, a wellness and fragrance brand from influencer Jeannette Aranda, whose Instagram account under the handle @shutthekaleup has 377,000 followers, has launched at Revolve with the rollerball Phases.
Patrick Harriman, business director at creative agency Baron & Baron, and Lucrecia Jovel, former head of global product development at Nars, have introduced The Root Project with a trio of products: $35 Clean Canvas, $50 Power Smooth and $35 Instant Pleasure. Knockout Beauty has picked up the premium haircare brand.
