Thriving Brands acquires COLAB and Johnny’s Chop Shop
The financial terms were not disclosed.
USA – SLG Brands, the UK-based beauty incubator founded by Miles Dunkley, has sold COLAB Dry Shampoo and Johnny’s Chop Shop to Thriving Brands LLC, a Cincinnati-based company that buys and grows everyday personal care brands. The financial terms were not disclosed.
COLAB Dry Shampoo is a science-led haircare brand built around the dry shampoo category, while Johnny’s Chop Shop is a men’s grooming brand designed to deliver barber-style results at home.
Both brands have built strong distribution with major retail partners.
Under the leadership of CEO Lucy Beresford and CFO Richard Buckland, SLG Brands has developed its own brand portfolio, including COLAB and Johnny’s Chop Shop, while also partnering with lifestyle, fashion, creator, and influencer-led brands to help bring them into the beauty market.
Beresford said the deal reflects exactly what SLG does, noting that the company created and grew both brands into internationally recognised names, and that the sale allows SLG to focus on its next phase.
Thriving Brands, whose portfolio already includes Right Guard and Dry Idea, operates a growth platform across multiple categories and markets.
Craig Cappozzo, CEO of Thriving Brands, stated, “COLAB and Johnny’s Chop Shop are the kind of brands that win on shelf because they were built with genuine consumer insight and cultural relevance.”
“Our job is to protect what makes them work and scale what makes them grow. SLG established an exceptional foundation, we’re here to build the next chapter.”
SLG Brands is headquartered in Cheltenham and describes itself as a fully integrated beauty incubator that creates, develops, and scales culturally relevant consumer brands.
Its owned portfolio has included COLAB, Johnny’s Chop Shop, and Velvotan, and it also works with lifestyle, fashion, and creator brands to expand them into beauty while distributing through leading health and beauty retailers globally.
Thriving Brands is backed by Trive Capital and focuses on acquiring and scaling brands in personal care and adjacent consumer categories.
The acquisition comes at a time when the global beauty and personal care market is projected to reach USD 698.38 billion in 2026, with the personal care segment alone accounting for USD 302.98 billion, according to a report by Statista.
In the United States, the market is expected to generate USD 107 billion in 2026, making it the largest single-country contributor.
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