Today, Creative Laboratories and United Hair Care are rebranding as Creative Beauty Brands. Together with a shared vision, strategy and collective strength, Creative Beauty Brands will continue the mission to grow and scale multiple brands into market leaders across North America.
Built on a third-generation family legacy that’s rooted in ethics, quality, and long-term innovation, Creative Beauty Brands holds itself to the highest standards to scale high-performing, clean beauty brands people can trust. It operates on a vertically integrated approach allowing them to oversee the entire process from start to finish and ensure all products receive the highest level of care, precision, and excellence.
Contract manufacturing remains central to that foundation and is a legacy the company carries forward. For decades, Creative Labs has developed and manufactured haircare and skincare products for partner brands, applying the same formulation expertise, quality standards, and vertically integrated capabilities that support its own portfolio. Creative Beauty Brands will continue to invest in this business, partnering with brands that share its commitment to clean, high-performing products and helping bring them to market with precision and consistency at scale.
“Creative Labs has always been more than manufacturing, it’s about creating quality products for brands that will ultimately stand the test of time,” says Brett Simmons, CEO of Creative Beauty Brands. “This change better reflects who we are today and where we’re heading for the future. We’re excited to use the legacy we’ve built to continue growing and inspiring the industry and our team.”
With its new identity, the company is positioned to use its longstanding expertise in developing, manufacturing, and scaling the next generation of brands with a clear goal of nurturing brands that set the standard in performance, integrity, accessibility, and experience.
“We’re looking to create and scale a portfolio of category-defining beauty brands, each designed to meet a distinct consumer need,” says Simmons. “The goal is to grow multiple brands into market leaders across North America.”
Today Creative Beauty Brand’s company portfolio includes Keracolor, Aluram, BLVD & CO, Shibui, European Gold, and Malibu Hemp which can be found at professional distribution channels and leading retailers including Amazon, Walmart, Ulta Beauty, Target, and Sally Beauty.
ABOUT CREATIVE BEAUTY BRANDS
Based in Eagan, MN, Creative Beauty Brands (formerly Creative Labs) has decades of experience and a commitment to ethics, quality, and long-term thinking. The company is a manufacturer and developer of branded and contract-manufactured haircare and skincare products. The Company owns a diverse portfolio of growing brands sold across channels and supported by its vertically integrated operations. For more information, visit creativebb.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20260917930953/en/
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