Key Takeaways:

• UK Beauty incubator SLG Brands sold two of its leading brands, COLAB Dry Shampoo and Johnny’s Chop Shop.
• US consumer goods company Thriving Brands is adding haircare to its portfolio, which includes Right Guard and Dry Idea.
• The deal allows SLG to focus on new brand incubation and collaborations.

UK beauty product incubator SLG has completed the sale of two of its flagship haircare brands to Thriving Brands.

WHO: Founded in 1985 by Miles Dunkley and headquartered in Cheltenham’s Brewery Quarter, SLG Brands has developed a portfolio of beauty and personal care products for both domestic and international markets. The business specializes in brand creation and licensing, having partnered with well-known high street names and celebrities, including Paul Smith, Superdry, Sweaty Betty, and White Fox Boutique. Its brands are distributed in over 20,000 stores worldwide. SLG is backed by private equity firm BGF.

COLAB Dry Shampoo is a science-led, vegan, and cruelty-free dry shampoo known for its invisible formulas that don't leave white residue. It is widely available at US retailers such as Walmart, Target, and CVS.

Johnny’s Chop Shop is a men’s grooming brand focused on professional barbershop-style hair and beard products for at-home use.

Thriving Brands, based in Cincinnati, Ohio, specializes in personal care and consumer products and owns brands including Right Guard and Dry Idea. The company is backed by private investment firm Thrive Capital and is led by a senior team with extensive experience across the global consumer goods sector.

WHY: The deal marks an important milestone for SLG allowing it to now focus on new brand partnerships and beauty...