THE WHAT? SLG Brands has sold its COLAB Dry Shampoo and Johnny’s Chop Shop haircare brands to US-based personal care company Thriving Brands.
THE DETAILS Financial terms of the transaction were not disclosed. Founded and developed by SLG Brands, COLAB has established itself as a science-led dry shampoo brand, while Johnny’s Chop Shop has built a presence in the men’s grooming category with products inspired by professional barbershops. Both brands are distributed through major retail partners. Thriving Brands, whose portfolio includes Right Guard and Dry Idea, said it plans to build on the brands’ existing market positions through its multi-brand growth platform. Following the sale, SLG Brands will continue to focus on developing new beauty brands and partnerships.
THE WHY? The transaction reflects the continued appetite for established challenger brands within the haircare and men’s grooming sectors. For SLG Brands, the divestment enables the company to recycle capital into brand creation, while Thriving Brands expands its portfolio with two recognised names in the personal care market.
Source: SLG Brands
