A-Frame Brands
- Company typePrivate
- Founded2019
- HeadquartersVenice, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
A-Frame Brands firmographics
Firmographics- Name
- A-Frame Brands
- Legal name
- A-Frame Brands
- Website
- https://aframebrands.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
A-Frame Brands industry classification
Industry- Product category
- Personal Care & Beauty Brand Portfolio
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (456)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Packaging & Brand Identity Creative Agencies (MPAAAAAN)
- akta.pro secondary industry
- Environmental & Experiential Brand Design (Retail/Exhibit/Signage) (MPAAAEAG)
Keywords
Where A-Frame Brands is headquartered
LocationHeadquarters
- HQ city
- Venice
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
A-Frame Brands business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Brand Building Services for Retailers: Co-creating private-label and exclusive product lines with the world's leading retailers. A-Frame handles the full process from opportunity identification to brand development, sourcing, production, and retail distribution.
- Celebrity-Backed Brand Development: Building standalone brands with world-class talent partners. The company partners with celebrities to create consumer brands targeting underserved markets. Brands like Proudly (with Gabrielle Union and Dwyane Wade) and Loved01 (with John Legend) have reached eight-figure valuations and 10,000+ retail stores.
- Product Sales: Revenue generated from sales of consumer product brands across beauty, personal care, fragrance, home care, and pet care categories through retail distribution partnerships.
Go-to-market motion1 record
Distribution channels7 records
Marketing channels5 records
A-Frame Brands product offering
Product offeringCore offering
A-Frame Brands is a Los Angeles-based brand-building incubator that operates two ways: (1) co-creating private-label and exclusive product lines with leading retailers such as Walmart, Target, and CVS, and (2) building standalone talent-led brands with celebrity partners such as John Legend, Gabrielle Union, and Dwyane Wade. The company develops, sources, and produces physical consumer products across beauty, personal care, fragrance, home care, and pet care categories, leveraging an AI-enabled process and a 'problem-first methodology' to identify cultural signals and category white space.
Product overview
A-Frame Brands is a Los Angeles-based brand-building incubator that operates in two primary ways: (1) co-creating private-label and exclusive product lines with the world's leading retailers, and (2) building its own portfolio of standalone brands with world-class talent partners. The company spans multiple consumer categories including beauty, personal care, fragrance, home care, and pet care. Its portfolio brands include LOVED01 (skincare with John Legend), Proudly (baby care with Gabrielle Union and Dwyane Wade), Kinlo (sun care), and Purrfect Paws (pet care). The company employs a 'problem-first methodology' leveraging design thinking, validated through retailer feedback before scaling, and an AI-enabled process to stay ahead of market dynamics. A-Frame Brands has successfully launched multiple eight-figure celebrity-backed brands into more than 10,000 retail stores.
Differentiator
Problem solved
Functional benefit
Brands
- LOVED01: Elevated self-care brand for all skin types, created with John Legend.
- Proudly
- Kinlo
- Purrfect Paws
Products and services
- LOVED01
Companies that use A-Frame Brands
Customer profileNamed customers7 records
Segments2 records
Ideal customer profiles2 records
A-Frame Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature3 records
A-Frame Brands partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, flagship and major.
- Hill HarpercoreCo-Founder of A-Frame Brands. Actor, activist, and entrepreneur who helps shape the development of talent-led brands addressing everyday needs of underserved communities.
- Gabrielle UnionflagshipCelebrity talent partner for Proudly baby care brand. Co-founded the first baby brand centering the unique skin and hair care needs of Black and brown babies. Brand launched into 10,000+ retail stores.
- Dwyane WadeflagshipCelebrity talent partner for Proudly baby care brand with Gabrielle Union. Brand expanded with 'Bum Care' collection and distributed into major retail chains.
- John LegendflagshipCelebrity talent partner for LOVED01, an elevated self-care brand. Described as putting all the care and intention of a luxury brand but made affordable and accessible.
- WalmartmajorMajor retail distribution partner for A-Frame's brand portfolio including Proudly and LOVED01 products.
- TargetmajorMajor retail distribution partner for A-Frame's brand portfolio.
- AmazonmajorE-commerce distribution partner for A-Frame's brand portfolio.
- CVSmajorRetail distribution partner for A-Frame's brand portfolio.
- QVCmajorRetail distribution partner for A-Frame's brand portfolio.
- JCPenneymajorRetail distribution partner for A-Frame's brand portfolio.
- Bath & Body WorksmajorRetail distribution partner for A-Frame's brand portfolio.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
A-Frame Brands competitors and assessment
Company assessmentBroad incumbents
- SKIMS: Kim Kardashian-led celebrity-founded brand that scaled from a single product into a multi-category powerhouse with mass and direct retail, illustrating the talent-led CPG trajectory A-Frame is pursuing across personal care.
- The Honest Company: Jessica Alba-founded mission-driven CPG brand spanning baby, beauty, and household personal care with mass retail distribution, comparable to A-Frame's category breadth and Proudly's baby-care positioning.
Others
- Slauson & Co. portfolio companies: Slauson & Co. is an early-stage VC investing in diverse founders building consumer brands; portfolio companies include similar talent-led or multicultural CPG brands that overlap with A-Frame's target customer segments and capital partner ecosystem.
- Maesa Magic (private-label division peers): Private-label beauty and personal care manufacturers serving mass retailers are the natural counterparties (and potential competitors) for A-Frame's retailer private-label and co-creation services line.
Direct peers
- Maesa: Maesa is a CPG brand incubator and private-label manufacturer that creates and scales beauty and personal care brands for retailers and entrepreneurs, directly comparable to A-Frame's dual model of retailer private-label plus owned brands.
- Beach House Group: Celebrity-backed brand incubator that builds, markets, and distributes celebrity-founded beauty and lifestyle brands into mass retail, sharing the same talent-led CPG model and retailer go-to-market as A-Frame.
- HatchBeauty / Hatch Beauty Labs: Hatch Beauty is a beauty brand incubator that develops, formulates, and launches celebrity and entrepreneur-led beauty brands into mass and prestige retail, mirroring A-Frame's talent-partnered brand-building approach in the personal care space.
- Pattern Brands: Pattern Brands is a multi-brand CPG holding company that builds and acquires specialty consumer brands across home, food, and personal care, providing a comparable platform-style approach to brand incubation and scaling.
Emerging players
- Founders Factory: Global brand-building incubator and venture studio that partners with corporates and founders to launch consumer brands, comparable to A-Frame's structured brand-building methodology for retailers and talent partners.
- LolaVie: Jennifer Aniston-founded hair care brand distributed through retail and DTC, a comparable celebrity-led personal care brand operating in adjacent hair/skin care categories where A-Frame also fields brands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
A-Frame Brands social profiles
Digital presenceA-Frame Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
A-Frame Brands leadership team
Management profileNumber of profiles
Profiles11 records
A-Frame Brands funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
A-Frame Brands M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about A-Frame Brands
What does A-Frame Brands do?
A-Frame Brands is a Los Angeles-based brand-building incubator that operates two ways: (1) co-creating private-label and exclusive product lines with leading retailers such as Walmart, Target, and CVS, and (2) building standalone talent-led brands with celebrity partners such as John Legend, Gabrielle Union, and Dwyane Wade. The company develops, sources, and produces physical consumer products across beauty, personal care, fragrance, home care, and pet care categories, leveraging an AI-enabled process and a 'problem-first methodology' to identify cultural signals and category white space.
Is A-Frame Brands a public or private company?
A-Frame Brands is a private company. It is classified as venture growth investor backed and is currently operating.
When was A-Frame Brands founded?
A-Frame Brands was founded in 2019. It employs 11 to 50 people.
Where is A-Frame Brands based?
A-Frame Brands is headquartered in Venice, United States, in the North America region.
How does A-Frame Brands make money?
Three revenue lines are on record. Brand Building Services for Retailers are the primary driver. The others are celebrity-Backed Brand Development and product Sales.
Who are A-Frame Brands's main competitors?
Broad incumbents on record are SKIMS and The Honest Company. Others are Slauson & Co. portfolio companies and Maesa Magic (private-label division peers). Direct peers are Maesa, Beach House Group, HatchBeauty / Hatch Beauty Labs and Pattern Brands. Emerging players are Founders Factory and LolaVie.
Does A-Frame Brands have an API?
No public API is recorded for A-Frame Brands.
What industry is A-Frame Brands in?
A-Frame Brands's product category is Personal Care & Beauty Brand Portfolio. Its primary akta.pro industry code is MPAAAAAN, Packaging & Brand Identity Creative Agencies, with a secondary code of MPAAAEAG, Environmental & Experiential Brand Design (Retail/Exhibit/Signage). Its NAICS code is 45612 and its SIC code is 7311.