Sugarbearhair

What Sugarbearhair does

Sugarbearhair, operating commercially as SugarBearPro, is a direct-to-consumer beauty and wellness supplement brand founded in 2015 by Dan Morris and Nicole Johnson, and headquartered in Oakland Park, Florida. The company develops and sells a portfolio of vegan gummy vitamins and topical serums across four core SKUs: Hair Vitamin Gummies (biotin-based formula for hair growth, thickness, and strength), Sleep Vitamin Gummies (5HTP-based sleep aid), LashCare serum, and BrowCare serum. All products are manufactured in the USA from globally sourced ingredients and carry vegan, OU Kosher, Halal, and third-party lab-tested certifications, with select formulations positioned as clinically studied.

The company operates a hybrid direct-to-consumer and retail distribution model. Its primary e-commerce storefront at sugarbearpro.com offers one-time purchases and subscription/autoship options alongside a loyalty rewards program, supported by a 100-day satisfaction money-back guarantee. Distribution is supplemented by mass-market and specialty retail partnerships with Target and ULTA Beauty, plus Amazon, and the brand ships to the United States, Canada, the United Kingdom, Germany, France, Australia, Japan, and the United Arab Emirates.

Since its founding, SugarBearPro has built category awareness through high-profile influencer and celebrity marketing partnerships, most notably with Kylie Jenner, a strategy later analyzed in Harvard Business Review as a case study on authenticity dimensions in influencer marketing. In July 2023, Sugarbearhair was acquired by Garden of Life, a Nestlé Health Science subsidiary, and now operates as a subsidiary within that strategic platform. The company has 11-50 employees and competes within the global haircare supplement market, which was valued at $1.28 billion in 2024 and projected to reach $2.02 billion by 2033.

Name

Sugarbearhair

Legal name

SugarBearPro

Website

https://sugarbearhair.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Sugarbearhair (d/b/a SugarBearPro) is a direct-to-consumer beauty supplement brand that develops and sells vegan gummy vitamins and topical serums for hair, sleep, lash, and brow health through its e-commerce storefront, Target, ULTA, and Amazon across eight countries.

Ownership category

akta.pro rank

Product category

Beauty and wellness supplements

NAICS

Nonchocolate Confectionery Manufacturing (31134)

SIC

Dairy Products (2020)

akta.pro primary industry

Hydrocolloids, Thickeners & Gelling Agents (Pectin, Xanthan, Carrageenan, Gelatin) (CRADAOAD)

Keywords

• Hair vitamin gummies
• Beauty supplements
• Vegan gummy vitamins
• Sleep gummies
• Lash and brow care

Headquarters

HQ city

Oakland Park

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel

Revenue model

1. Direct E-commerce Sales: The company sells directly to consumers through its e-commerce storefront at sugarbearpro.com, offering one-time purchases and subscription/autoship options for recurring revenue.
2. Retail Distribution: Products are available through retail partners including Target and ULTA Beauty stores, generating wholesale revenue through traditional retail distribution channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

SugarBearPRO manufactures and sells vegan gummy vitamins and topical serums for hair growth, sleep support, and lash/brow enhancement. The brand sells directly to consumers through its e-commerce site (with autoship/subscription) and via retail partners Target and ULTA Beauty. All products are made in the USA with globally sourced ingredients and carry vegan, OU Kosher, Halal, and 3rd-party lab-tested certifications.

Product overview

Sugarbearhair (operated as SugarbearPRO) is a direct-to-consumer beauty and wellness supplement brand offering a portfolio of vegan gummy vitamins and topical serums. The core product line consists of four main offerings: Hair Vitamin Gummies (hair growth and thickness), Sleep Vitamin Gummies (sleep support with 5HTP), LashCare serum (lash growth), and BrowCare serum (brow enhancement). All products are positioned together under the SugarbearPRO brand, share similar retail channels (available at Target, ULTA, and Amazon), and carry shared quality certifications (vegan, kosher, halal, third-party lab tested, clinically studied). The brand emphasizes its US-based manufacturing with global ingredients and offers a 100-day satisfaction guarantee across its product range.

Differentiator

Problem solved

Functional benefit

Products and services

• SugarbearPRO Hair Vitamin Gummies

Quantifiable outcome

• Hair growth improvements reported within 2 months of consistent use based on customer testimonials
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Garden of LifeflagshipStrategic or Co-development Partner · 1 July 2023SugarBearHair was acquired by Garden of Life in July 2023. Garden of Life is a major player in the supplement industry and this acquisition represents a strategic move to expand Garden of Life's presence in the hair supplement market segment.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Viviscal: Hair growth supplement brand owned by Church & Dwight, sold through major retail and DTC channels. Closely comparable on product form, target demographic (women with hair concerns), and clinical-efficacy positioning.
• Care/of: Personalized vitamin brand (owned by Bayer) with strong DTC and subscription mechanics. Comparable on subscription-driven revenue model and direct-to-consumer beauty/wellness positioning.
• Hum Nutrition: DTC beauty supplement brand offering gummy and capsule vitamins targeting hair, skin, and nails. Overlaps directly on product format (gummies), target consumer (beauty-conscious women), and clean/vegan ingredient positioning.
• Olly: Wellness gummy vitamin brand owned by Unilever, sold across mass retail and DTC. Comparable on gummy format, broad beauty/wellness portfolio, and mainstream retail distribution — a key shelf competitor at Target.
• Vegamour: Plant-based hair wellness brand offering both ingestible supplements and topical serums for hair, lash, and brow. Mirrors SugarBearPro's combined topical-plus-ingestible strategy and vegan/clean positioning.
• Ritual: DTC vitamin and supplement brand built on clinically-studied ingredients and modern branding. Comparable on subscription DTC model, clean-label certifications, and design-led direct-to-consumer acquisition.
• Nutrafol: Hair growth supplement brand acquired by Unilever, targeting similar consumers experiencing hair thinning and seeking clinically-backed natural solutions. Direct competitor in the hair wellness category with comparable ingredient-led positioning.

Emerging players

• The Nue Co: Beauty supplement and topical brand offering ingestible skin, hair, and wellness products. Comparable on beauty-from-within positioning, clinically-studied claims, and premium DTC distribution.
• Moon Juice: Beauty-from-within supplement brand emphasizing adaptogens and clean ingredients. Comparable on female-skewing beauty supplement positioning and premium DTC channel, though with broader wellness rather than hair-specific focus.

Broad incumbents

• Sports Research: Broader wellness supplement brand with Amazon-heavy retail presence across vitamins and beauty-related SKUs. Comparable as a multi-channel supplement brand competing for retail shelf space, though with broader (sports-focused) positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/SugarBearHair
• Facebookfacebook.com/SugarBearHair

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors2 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 Sugarbearhair