Beauty developer Innovative Beauty Group — which has worked with brands including Touchland, Rare Beauty and Augustinus Bader — is entering a new chapter with a brand launch of its own.
Called Liva, the five-piece hair care range focuses on promoting scalp health and hair growth, and is now available online and rolling out to 700 Walmart stores. All products, which include a scalp scrub; shampoo and conditioner; hair tonic, and a caffeine-infused scalp serum, are priced under $16. Other active ingredients in the range include DHT-blocker pumpkin seed extract; rosemary oil; aloe vera, and rice and quinoa proteins.
“We identified a white space to build a brand that combines clinical credibility, emotional reassurance [around hair thinning] and accessible pricing,” said Youri Vaisse, who joined IBG in 2024 as the Paris-based company’s first director of owned brands. “Whether it’s stress, postpartum, hormonal changes or a GLP-1 side effect, Liva reframes hair loss as a normal life transition, not a crisis.”
Hair thinning and scalp health overall have become growing areas of importance for consumers since COVID-19, which prompted open conversations about hair changes across genders and age groups. More recently, hair care as a whole continues to be one of beauty’s faster-growing categories, outpacing skin care and makeup in 2025 but tracking behind fragrance, according to Circana.
Liva marks the first of four owned beauty brands to launch out of IBG by the end of 2027. The company, founded in 2019, has primarily been focused on working with brands and retailers across channels to formulate products and oversee supply chain operations. (IBG is not a manufacturer per se, but it helps brands facilitate those processes, too, via its own network.)
The company has 14 offices globally and reached roughly $420 million in revenue in 2025, up 13 percent versus the year prior. With its foray into owned brands, the company wants to broaden its reach and foster a new avenue of growth.
Liva’s Rejuvenating Scalp Serum is projected to be one of the brand’s heroes.
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“It came as an extension of what IBG was already doing,” said Vaisse, adding that the group’s upcoming brands involve fragrance, skin care and makeup products, and some will be in the prestige category. “We’re going to build the brands, speak with retailers, potentially have retail partners to launch with or launch them digitally native on direct-to-consumer and via Amazon and TikTok Shop.”
Liva will be available exclusively at Walmart for its first six months, and like with each of its upcoming brands, IBG is aiming the line will do between $3 million and $5 million in first-year sales. Five years from now, the company aims to bring in $100 million annually via its portfolio of owned brands.
Last summer IBG acquired Paris-based creative agency Centdegrés in a move meant to increase the company’s marketing and brand-building chops within its own portfolio and for its partner brands.
“That offers us the opportunity to be there at the very beginning of a brand’s journey, doing the brand positioning; packaging design; logo; brand storytelling; identifying market gaps, and so on,” the executive said.
As for the long-term plan for IBG’s owned brands, “our strategy is to scale them,” Vaisse said. “If there’s opportunity to sell a brand, we will sell a brand.”
