What BREAD BEAUTY SUPPLY does

BREAD BEAUTY SUPPLY is a clean, vegan haircare brand founded in 2020 by Maeva Heim, originally established in Perth, Australia and now headquartered in Santa Monica, California. The company develops and sells silicone-free, paraben-free, cruelty-free haircare products formulated primarily for textured, curly, coily, and 4C hair types, with secondary positioning for all hair types. Its product portfolio spans four categories — wash day (shampoos, conditioners, clarifying treatments), styling (gels, foams, oils), treatments/masks, and accessories (scrunchies, towels, scalp massagers) — with unit prices ranging from $12 to $38.

The brand's core technology rests on proprietary ingredient systems including TeraBond bond-building technology, biomimetic silk proteins, vegan keratin, and botanical actives such as starflower oil, Kakadu plum, argan oil, Yuzu Extract, Snow Mushroom, and Red Algae. Differentiated product architectures include a first-of-its-kind hybrid co-wash/shampoo (hair-wash) and a botanical styling gel formulated without the corrosive chemicals common in conventional gels. Products are manufactured under standard CPG supply-chain relationships and shipped from a West Coast US warehouse.

BREAD operates a hybrid go-to-market combining direct-to-consumer e-commerce (Shopify storefront with Subscribe + Save subscription offering 10–25% off and 30/60/90-day delivery cadence) with multi-channel retail distribution, including 100+ Sephora US doors and a full Ulta Beauty chain rollout beginning April 2025 under CODB Holdings ownership, plus international retail through Boots, SpaceNK, Selfridges, Cult Beauty, Sephora AU/NZ, and Amazon. The brand is supported by a community-led marketing model (the Breadlettes program, editorial blog, and community activations) and has won 40+ beauty industry awards. The company was acquired by Cost of Doing Business (CODB) Holdings in April 2025, with founder Maeva Heim retained as Chief Creative Officer.

Name

BREAD BEAUTY SUPPLY

Legal name

BREAD BEAUTY SUPPLY HOLDINGS LLC

Website

https://breadbeautysupply.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

BREAD BEAUTY SUPPLY is a clean, vegan haircare brand selling silicone- and paraben-free wash, styling, treatment, and accessory products primarily for textured, curly, and coily hair, distributed via DTC e-commerce and major retailers including Sephora and Ulta Beauty.

Ownership category

akta.pro rank

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Primary revenue stream through the brand's Shopify-powered e-commerce website where customers purchase products at listed retail prices. Offers subscription model (Subscribe + Save) for recurring revenue and customer retention.
2. Retail/Distribution Partnerships: Revenue generated through wholesale relationships with major retailers including Sephora, Ulta Beauty, Boots, SpaceNK, Selfridges, and Amazon. Products sold through retail partner websites and physical store locations.
3. International Retail: Products available internationally through Cult Beauty (UK), Selfridges (UK), Sephora AU, and Sephora NZ, generating revenue from international markets.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

BREAD BEAUTY SUPPLY is a clean, vegan, cruelty-free haircare brand that designs, manufactures and sells haircare basics — wash-day products, styling products, treatments/masks and accessories — for textured, curly, wavy and straight hair. The portfolio is sold directly to consumers via its own e-commerce site and through major retail partners including Sephora, Ulta Beauty, Boots, SpaceNK, Selfridges, Cult Beauty, Amazon and Sephora AU/NZ, with individual SKUs priced from $12 to $38.

Product overview

BREAD BEAUTY SUPPLY is a haircare brand offering a comprehensive portfolio of products organized into four main categories: Styling (gels, foams, oils), Wash Day (shampoos, conditioners, clarifying treatments), Treatments and Masks, and Accessories (scrunchies, towels, scalp massagers). The brand focuses on clean, vegan, cruelty-free formulations designed for all hair types, particularly textured and curly hair. Products range from $12-$38 for individual items, with bundled sets like the cereal-set providing value combinations. The portfolio includes both core styling and wash-day staples as well as accessories, collectively supporting a complete haircare routine from cleansing through styling.

Differentiator

Problem solved

Functional benefit

Products and services

• slick-hold gel A firm, maximum-hold styling gel that smooths and sets edges on dense, curly and coily hair without flaking or feeling sticky; delivers long-lasting weather-resistant hold. Targeted at consumers with textured and 4C hair seeking defined slick-backs and edge control.
• hair-gel A medium-to-strong hold, everyday botanical styling gel that creates flexible, defined curls or slick-back styles without crunch. Botanical formula hydrates and repairs with ingredients including Yuzu Extract, Snow Mushroom and Red Algae. For all hair types seeking defined, soft-touch styles.
• hair-foam A soft-touch, fragrance-free mousse that defines and repairs while you wear it, creating swishable, featherlight curls without crispness, stick or crunch. Uses TeraBond clean vegan bond-building technology to repair damage from inside the hair shaft. For textured hair consumers wanting hold with conditioning.
• hair-oil (everyday gloss) A lightweight, scented multi-use styling gloss for everyday use that leaves skin and strands glossy, soft and hydrated without greasiness. For consumers wanting shine, hydration and softness across hair and body.
• hair-wash A sulfate-free, ultra-hydrating cleanser that is a first-of-its-kind hybrid of a co-wash and shampoo — moisturizing like a co-wash but thoroughly cleansing like a normal shampoo, with a milky texture that helps detangle thick, curly or textured hair. Award-winning (Women's Health Best Curl Shampoo; Elle Future of Beauty 2020). For textured-hair consumers wanting gentle yet effective cleansing.
• clear-wash A fragrance-free, foaming, clarifying shampoo that resets scalp and strands, removing buildup and impurities while reinforcing hair strength and resilience with a botanical formula. For consumers (including straight and wavy hair types) needing periodic clarifying.
• baby-soft A high-slip, ultra-soft, everyday ceramide detangling conditioner that protects the hair barrier and controls frizz via a ceramide complex. For all hair types needing seamless detangling and moisture.
• hair-mask A silicone-free deep conditioning mask that cushions hair in cloud-like softness, formulated with moisturizing super-fruits for shine and smoothness. For consumers needing intensive moisture and renewal across hair types.
• bread-puff An ultra-soft, super-stretchy vegan satin scrunchie designed for extra curly and thick hair, providing no-breakage styling support.
• baby bread-puff A 4-pack of smaller super-stretchy vegan satin scrunchies for braids, bubble knots, space buns and similar styles on extra curly, coily and thick hair.
• t-shirt towel An extra-long cotton-and-bamboo hair towel for drying and "plopping" curls, reducing friction, breakage and frizz while promoting smoother, softer hair.
• scalp-thingy A 100% silicone scalp-stimulator massager with extra-long bristles that breaks down buildup, increases blood flow and promotes hair growth while working gently through thick, curly and textured hair.
• puffy traveler An ultimate cosmetic travel bag with padded exterior that fits a full travel beauty lineup including hairdryer; expands and folds for easy packing.
• cereal-set A limited-edition wash-day bundle pairing full-size hair-wash shampoo and full-size hair-mask in a BREAD custom cereal box at $26 (down from $30). Provides a two-step hydrating, milky-moisture wash-day routine.

Quantifiable outcome

• 40+ beauty awards including Best Curl Shampoo (Women's Health) and Elle Future of Beauty 2020
• +1 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• CODB Holdings (Cost of Doing Business)coreStrategic or Co-development Partner · 1 April 2025Acquired Bread Beauty Supply through holding company CODB Holdings, founded by Topicals creator Olamide Olowe and president Sochi Mbadugha. The acquisition aims to expand Bread's retail presence and operational capacity, with plans for Ulta Beauty and Sephora expansion. Founder Maeva Heim remains as chief creative officer.
• Ulta BeautycoreChannel Partner/ Reseller/ Distributor · 1 April 2025Major retail expansion announced with full rollout across all Ulta Beauty stores beginning April 2025 under new CODB ownership. Represents significant retail footprint expansion beyond Sephora presence.
• SephoracoreChannel Partner/ Reseller/ DistributorPrimary retail partner with over 100 store doors before CODB acquisition. Products sold through Sephora's US stores and Sephora AU/NZ internationally. Strategic retail presence for brand visibility and accessibility.
• Cult BeautyminorChannel Partner/ Reseller/ DistributorUK-based online beauty retailer carrying BREAD products for international customers in the United Kingdom.
• SelfridgesminorChannel Partner/ Reseller/ DistributorUK luxury department store carrying BREAD products for international customers.
• BootsminorChannel Partner/ Reseller/ DistributorUK-based health and beauty retailer carrying BREAD products internationally.
• SpaceNKminorChannel Partner/ Reseller/ DistributorUK luxury beauty retailer carrying BREAD products for international market.
• AmazonminorChannel Partner/ Reseller/ DistributorMarketplace partner providing e-commerce accessibility for BREAD products through Amazon platform.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Topicals: Sister brand under the CODB Holdings umbrella founded by Olamide Olowe; focuses on skincare for melanin-rich skin sold DTC and at Sephora. Closest comparable because of shared ownership, overlapping retail relationships, and similar community-driven brand voice targeting chronically underserved consumers.
• Pattern Beauty: Haircare brand founded by Tracee Ellis Ross targeting curly, coily, and tight-textured hair, with strong Sephora and DTC presence. Comparable in target customer, retail footprint, and mission-driven brand positioning around textured hair.
• Carol's Daughter: Black-founded haircare and body-care brand originally sold at Sephora and acquired by LVMH in 2014. Comparable as a Black-founded, textured-hair-focused brand with deep Sephora roots and award-winning heritage.
• DevaCurl: Specialist curly-hair brand with a salon heritage, sold at Ulta, Sephora, and DTC. Comparable as a curly/textured-hair-focused brand with chemically informed formulations and a similar mid-premium price band.
• Mielle Organics: Textured- and natural-haircare brand founded by Monica Angulewicz; acquired by P&G in 2023 for ~$1B. Directly comparable as a textured-hair specialist scaled into mass-retail channels (Target, Sally Beauty, Ulta) with broad product breadth in washes, treatments, and styling.

Emerging players

• The Doux: Independent textured-haircare brand founded by Maya Smith, sold through Sally Beauty and DTC. Comparable as a smaller, founder-led textured-hair brand with salon heritage targeting similar curly/coily consumers.

Broad incumbents

• SheaMoisture: Long-standing natural and textured-hair care brand now owned by Unilever, distributed across mass grocery, Target, Ulta, and Walmart. Comparable as an established textured-hair incumbent with broad assortment and wide retail penetration.
• Cantu: Mass-market textured-hair brand owned by Henkel, sold at Target, Walmart, CVS, and Sally Beauty. Comparable as a textured-hair-focused brand with broad accessibility, though at lower price points than BREAD.
• Olaplex: Public bond-building haircare brand sold through Sephora, Ulta, salons, and DTC. Comparable as a bond/ingredient technology-driven haircare brand with similar proprietary technology claims (BREAD's TeraBond) and broad retail distribution.
• Moroccanoil: Premium haircare brand built around argan-oil-infused treatments, distributed through salons, Sephora, and DTC. Comparable as a prestige haircare brand with strong Sephora presence and ingredient-led positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC05nHmr_m4OtZb45X5s_VNQ
• Instagraminstagram.com/bread
• TikToktiktok.com/@bread#
• Pinterestpinterest.com.au/breadbeauty
• Xx.com/bread_beauty
• Facebookfacebook.com/breadbeauty
• LinkedInlinkedin.com/company/bread-beauty-supply

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BREAD BEAUTY SUPPLY