Belle Brands acquires premium hair care line Vegamour via foreclosure
What's the deal? Vegamour, the premium hair care line known for its anti-hair-loss serums, has been acquired by Belle BrandsDealroom has a profile for this one. Try Dealroom →, the beauty platform owned by private equity firm Windsong GlobalDealroom has a profile for this one. Try Dealroom →. Financial terms were not disclosed, but a source close to the business said Vegamour was acquired through foreclosure.
The players: Founded in 2016 by Daniel Hodgdon, Vegamour is best known for its $64 Gro Hair Serum, which it claims reduces hair shedding, alongside supplements and care products carrying "clean" beauty claims. Most of its business is direct-to-consumer, though it also sells through SephoraDealroom has a profile for this one. Try Dealroom →.
Why now? Vegamour raised $80 million from General Atlantic in 2021, when Hodgdon said the business would generate around $140 million in revenue that year. Actress Nicole Kidman invested in 2022, but leadership churned through four chief executive changes before Hodgdon returned in late 2025.
What's the endgame? Belle Brands specialises in assets with strong fundamentals that need operational rigour. It plans to stabilise the business, improve formulas, add products, and deepen its relationship with Sephora. "Vegamour was a pioneer in the hair and scalp health space," said Teresa Lo, global president of Belle Brands.
The restructuring: Lo said turning the business around will involve some restructuring and reducing overhead. "We cut the costs where there is truly fat, and then we can reinvest," she said. Belle Brands targets brands that grew fast on heavy funding and carry "a little bit of bloat," she added.
What could go wrong? Vegamour's first-mover advantage has eroded as rivals like Nutrafol and Prose crowd the market, alongside wider access to prescription solutions like minoxidil and finasteride. Brands trading on hair growth also frequently face allegations of poor performance or lawsuits from dissatisfied consumers.
The signal: The deal extends Belle Brands' buying spree — it acquired KVD BeautyDealroom has a profile for this one. Try Dealroom → in September 2025 and another line last month — as private equity platforms consolidate beauty brands that overextended during boom-era fundraising. Hair loss remains a growing concern, driven by GLP-1 uptake and hormonal factors, giving buyers a durable category to bet on.
Read more: businessoffashion.com
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