Beauty
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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