SLG, the Cheltenham‑based global beauty business, has sold its cult haircare brands COLAB Dry Shampoo and Johnny’s Chop Shop to US-based Thriving Brands LLC, in a landmark deal for the Gloucestershire firm.
Founded by Miles Dunkley and headquartered in Cheltenham’s Brewery Quarter, SLG is recognised in the beauty industry as a pioneer of disruptive gen-z beauty brand creation and brand ownership.
The company created and developed both COLAB and Johnny’s Chop Shop within its creative studios and cosmetic lab in Cheltenham, growing them to be globally recognised indie challenger brands stocked by major retailers around the world, throughout 20,000+ stores worldwide in total.
The substantial deal marks an important milestone for the Gloucestershire business with the sale allowing it to now focus more heavily on its new wave of brand partnerships and beauty collaborations.
Over the years, SLG Brands has worked with a wide range of high-profile names across fashion and entertainment, including Zoella, Paul Smith, Sweaty Betty, White Fox, Bella Freud, Superdry, RuPaul and Little Mix, bringing them into the beauty market.
The company is now led by Lucy Beresford and Richard Buckland and creates design-led beauty collections in partnership with major international retailers including Boots and Superdrug in the UK, Target, Walmart and Ulta in the USA and South Korean beauty retailer Olive Young.
Miles Dunkley, Gloucestershire entrepreneur, owner and founder of SLG Brands, said: 'It’s a huge moment for our two main brands and for our company as a whole. One that conjures mixed feelings as we close the incredible chapter of these two great brands, whilst pushing forward with the next high-growth stage of the SLG journey.
'The brand partnerships division of our business is growing sharply under the leadership of Lucy Beresford and Richard Buckland, supported by the phenomenal team at SLG HQ in Cheltenham. We can focus very acutely on that division now, with even greater ambition.'
Thriving Brands LLC, based in Cincinnati, Ohio, specialises in personal care and consumer products and owns brands including Right Guard and Dry Idea. The company is backed by private investment firm Trive Capital and is led by a senior team with extensive experience across the global consumer goods sector.
The acquisition is expected to support the continued international growth of both COLAB and Johnny’s Chop Shop, while reinforcing SLG Brands’ position as one of Gloucestershire’s leading creative consumer businesses.
Craig Cappozzo, CEO of Thriving Brands, added: '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.'
