SOS BEAUTY GROUP
SOS Beauty Group is a Los Angeles-based beauty brand incubator that partners with founders to develop, manufacture, and manage beauty brands end-to-end. It serves a portfolio of nine brands including Merit, Ouai, Patrick Ta, and Yse Beauty across skincare, haircare, and cosmetics.
- Company typePrivate
- Founded2017
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What SOS BEAUTY GROUP does
SOS Beauty Group (legal entity SOS Beauty LLC) is a Los Angeles-based beauty brand incubator and product innovation company founded in 2017. The company partners with brand founders to create, develop, and manage beauty brands from concept through retail, offering end-to-end services including brand incubation, custom formula development, custom packaging design and engineering, product development with R&D focused on breakthrough ingredients, turnkey manufacturing coordination through global strategic partners, and ongoing brand management functioning as a remote extension of internal teams.
The company's portfolio comprises nine brands spanning skincare, haircare, color cosmetics, supplements, fragrance, and body care — including Merit, Ouai, Patrick Ta, Shani Darden, Fable & Mane, Nature Lab, Scotch Porter, Jupiter, and Yse Beauty. Yse Beauty, co-founded with actress Molly Sims, launched in 2023 with six clinically-focused products priced $45-$88, secured investment from Willow Growth Partners in 2024, and entered 361 Sephora stores nationwide in June 2025. The company's e-commerce operations are powered by Shopify.
The business operates on a professional services model, generating revenue from brand incubation fees, ongoing brand management retainers, and product innovation services for beauty entrepreneurs. The co-founders — Dustin Cash (CEO, FIDM Visual Communications background, board member of Beauty Industry West) and Charlene Valledor (Group President, B.S. Biochemistry and B.A. Chemistry from Cal State Long Beach) — anchor the strategic and scientific capabilities respectively. The company is privately held, has 11-50 employees, and reports a single North American (USA) operating geography.
SOS BEAUTY GROUP firmographics
Firmographics- Name
- SOS BEAUTY GROUP
- Legal name
- SOS Beauty LLC
- Website
- https://sosbty.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SOS Beauty Group is a Los Angeles-based beauty brand incubator that partners with founders to develop, manufacture, and manage beauty brands end-to-end. It serves a portfolio of nine brands including Merit, Ouai, Patrick Ta, and Yse Beauty across skincare, haircare, and cosmetics.
- Ownership category
- akta.pro rank
SOS BEAUTY GROUP industry classification
Industry- Product category
- Beauty Brand Incubation Services
- NAICS
- Industrial Design Services (541420)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Brand Strategy & Identity Systems (MPAAAEAA)
Keywords
Where SOS BEAUTY GROUP is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SOS BEAUTY GROUP business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Brand Incubation Services: Partnering with brand founders to create beauty brands with cult-like followings, providing product development, brand strategy, and go-to-market support.
- Brand Management: Ongoing brand management services providing hands-on support to help brands build and scale successfully, functioning as a remote part of internal teams.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
SOS BEAUTY GROUP product offering
Product offeringCore offering
SOS Beauty Group is a beauty brand incubator and management company that partners with brand founders to develop, launch, and scale beauty brands. It provides end-to-end services spanning brand incubation strategy, custom formula development with in-house R&D, custom packaging design and engineering, turnkey manufacturing oversight via global partners, and ongoing brand and retail management acting as a remote extension of each brand's internal team.
Product overview
SOS Beauty Group is a beauty brand incubator and product innovation company offering a platform of services including brand incubation, product innovation, and brand management. The company partners with passionate industry experts to create winning beauty brands, providing formula development, package development, turnkey manufacturing, retail management, and full-service brand support. Their portfolio of incubated brands includes Merit, Ouai, Patrick Ta, Shani Darden, FABLE & MANE, Nature Lab, SCOTCH PORTER, Jupiter, and Yse Beauty—spanning categories such as color cosmetics, skincare, haircare, supplements, fragrance, and body care.
Differentiator
Problem solved
Functional benefit
Companies that use SOS BEAUTY GROUP
Customer profileNamed customers9 records
Segments2 records
Ideal customer profiles2 records
SOS BEAUTY GROUP technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
SOS BEAUTY GROUP partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Yse BeautycoreBeauty brand founded by actress Molly Sims in 2023, developed in partnership with SOS Beauty Group after four years of COVID-era development. Yse Beauty launched DTC with six clinically-focused products ($45-$88) and secured investment from Willow Growth Partners. The brand entered 361 Sephora stores nationwide in June 2025.
- ShopifycoreE-commerce platform powering SOS Beauty Group's online operations and storefronts, enabling the company to provide services to brand customers.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
SOS BEAUTY GROUP competitors and assessment
Company assessmentDirect peers
- Hatch Beauty Co. Beauty brand incubator and full-service product-to-shelf platform that launches and scales emerging beauty brands; competes with SOS for the same pool of founder-led beauty concepts.
- Beach House Group: Beauty-focused brand services and incubation firm offering strategy, product development, and go-to-market support for emerging beauty brands — directly overlaps SOS's service stack.
- Luxury Brand Partners: Brand incubation and management company that has built prestige beauty houses such as Bumble and bumble and Rodin Olio Lusso, operating a comparable founder-focused, multi-brand model.
- Maesa: Privately held beauty brand incubator and manufacturer that creates, formulates, and scales indie beauty brands — directly comparable to SOS's end-to-end brand incubation and custom formulation model.
Broad incumbents
- Procter & Gamble: Diversified CPG conglomerate with a beauty division that acquires and scales founder-led brands; a likely acquirer/strategic partner for SOS-incubated brands at maturity.
- Unilever Beauty & Personal Care: Mass and prestige beauty owner (e.g., owned Ouai via prestige portfolio plays) that operates brand incubators and acquires founder-led brands at scale, competing indirectly for retail shelf and founder mindshare.
- L'Oréal: World's largest beauty conglomerate with multiple brand incubation and acquisition programs; sets the strategic benchmark for beauty brand building and is the eventual acquirer of many incubated brands.
- The Estée Lauder Companies: Multi-brand prestige beauty holding company with active incubation and minority investment arms targeting emerging brands; represents the scale end of the beauty brand-building universe.
Emerging players
- The Honest Company: Multi-category, mission-driven beauty and household brand that scaled from incubator-era roots into mass retail, illustrating the trajectory SOS aims to enable for its portfolio.
- Glossier: Founder-led DTC-first beauty brand that scaled into retail by community- and celebrity-driven marketing — an aspirational trajectory for several SOS-incubated brands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
SOS BEAUTY GROUP social profiles
Digital presenceSOS BEAUTY GROUP financial estimates
Financial estimateRevenue estimate
Valuation estimate
SOS BEAUTY GROUP leadership team
Management profileNumber of profiles
Profiles2 records
SOS BEAUTY GROUP subsidiaries and ownership
Company hierarchySubsidiaries9 records
SOS BEAUTY GROUP funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SOS BEAUTY GROUP 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 SOS BEAUTY GROUP
What does SOS BEAUTY GROUP do?
SOS Beauty Group is a beauty brand incubator and management company that partners with brand founders to develop, launch, and scale beauty brands. It provides end-to-end services spanning brand incubation strategy, custom formula development with in-house R&D, custom packaging design and engineering, turnkey manufacturing oversight via global partners, and ongoing brand and retail management acting as a remote extension of each brand's internal team.
Is SOS BEAUTY GROUP a public or private company?
SOS BEAUTY GROUP is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SOS BEAUTY GROUP founded?
SOS BEAUTY GROUP was founded in 2017. It employs 11 to 50 people.
Where is SOS BEAUTY GROUP based?
SOS BEAUTY GROUP is headquartered in Los Angeles, United States, in the North America region.
How does SOS BEAUTY GROUP make money?
Two revenue lines are on record. Brand Incubation Services are the primary driver. The others are brand Management.
Who are SOS BEAUTY GROUP's main competitors?
Direct peers on record are Hatch Beauty Co., Beach House Group, Luxury Brand Partners and Maesa. Broad incumbents are Procter & Gamble, Unilever Beauty & Personal Care, L'Oréal and The Estée Lauder Companies. Emerging players are The Honest Company and Glossier.
Does SOS BEAUTY GROUP have an API?
No public API is recorded for SOS BEAUTY GROUP.
What industry is SOS BEAUTY GROUP in?
SOS BEAUTY GROUP's product category is Beauty Brand Incubation Services. Its primary akta.pro industry code is MPAAAEAA, Brand Strategy & Identity Systems. Its NAICS code is 541420 and its SIC code is 2840.