Beauty

AX Beauty Brands is owned by American Exchange Group.

American beauty and personal care incubator founded in Los Angeles in 2009 as HatchBeauty Brands, one of the first companies to offer both beauty brand incubation and retailer private-label development under one roof. Operating as a trend-science-led studio, the company creates, builds, and manages mass-market and masstige beauty and personal care brands distributed through major US retailers. The incubator's owned brand portfolio includes NatureWell, Orlando Pita Play, Txtur, Found Active, and Paint & Petals, alongside private-label manufacturing for retail partners such as Trader Joe's.

American Exchange Group acquired the company in August 2023 and renamed it AX Beauty Brands.

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Founded
2009
Headquarters
Los Angeles, CA
AX Beauty Brands owns at least 1 brand.

parent company

American Exchange Group

AX Beauty Brands

brand

NatureWell

Also owned by American Exchange Group

Allbirds