Liquid Assets

What Liquid Assets does

Liquid Assets, LLC is a privately held, regional professional beauty distributor headquartered in Baton Rouge, Louisiana. Founded in 2003 by industry veteran Sheila Phillips (joined by co-founder Jim Phillips), the company distributes a portfolio of 16+ prestige haircare brands — including KEVIN.MURPHY, Davines, Eleven Australia, Living Proof, K18 Biomimetic Hairscience, Brazilian Blowout, Jellua, Sunlights Balayage, Style Edit, Framar, Ethica, Mint Tools, CALECIM, Maria Nila, and Keune — to licensed salons, spas, stylists, and beauty schools across Louisiana, Mississippi, Alabama, and the Florida panhandle, with stated plans to expand further.

The company's operating stack consists of a physical distribution facility with showroom and training center (built in 2022 at 10932 Coursey Blvd.), an outside field-sales team of named Account Executives assigned by territory, and a basic online client portal for after-hours ordering. There is no proprietary technology product, no mobile app, no SDK/API, and no AI/ML capability disclosed. Value beyond product distribution is delivered through in-person and virtual education events, KEVIN.MURPHY and Davines credentialed educators, salon business consulting, and proprietary operational systems for sales growth and staff development.

Revenue is generated through B2B markup on products sold via account-based pricing managed by outside sales representatives, supplemented by education and consulting engagements. The customer base is highly fragmented across SMB salons and individual stylists, with revenue concentrated by brand rather than by individual account. The company is family-owned, operates as a Louisiana LLC, and has no disclosed institutional funding, parent company, or public listing.

Name

Liquid Assets

Legal name

Liquid Assets, LLC

Website

https://liquidassetsllc.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Liquid Assets is a privately held, family-owned regional distributor of prestige professional haircare brands (KEVIN.MURPHY, Davines, K18, Living Proof, and 12+ others) serving licensed salons, spas, stylists, and beauty schools across Louisiana, Mississippi, Alabama, and the Florida panhandle via field sales, an online portal, and a Baton Rouge showroom and training center.

Ownership category

akta.pro rank

Product category

Professional Beauty Product Distribution

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040), Wholesale-Computers & Peripheral Equipment & Software (5045)

akta.pro primary industry

Natural, Organic & Clean Beauty Distribution (CRAOAEAM)

Keywords

• Professional haircare distribution
• Salon product distribution
• Prestige beauty brands
• Salon business consulting
• Beauty industry education

Headquarters

HQ city

Baton Rouge

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product Distribution: Distributes professional haircare products to salons, spas, and stylists. Revenue generated through markup on products sold to professional clients in Louisiana, Mississippi, Alabama, and Florida panhandle.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Liquid Assets is a regional professional haircare distributor that sells prestige brands such as Kevin Murphy, Davines, Eleven Australia, Living Proof, K18, Jellua, Brazilian Blowout, Maria Nila, Keune, Sunlights, Style Edit, Framar, Mint Tools, Calecim, and Ethica to licensed salons, spas, stylists, and beauty schools across Louisiana, Mississippi, Alabama, and the Florida panhandle. The company supplements product distribution with online ordering, salon business consulting, and a dedicated showroom and training center for in-person and virtual education.

Product overview

Liquid Assets operates as a professional beauty industry distributor representing multiple prestige haircare brands. The company offers a portfolio of professional hair products including ELEVEN Australia, KEVIN.MURPHY, DAVINES, K18 BIOMIMETIC HAIRSCIENCE, LIVING PROOF, JELLUA, BRAZILIAN BLOWOUT, LEAF+FLOWER, SUNLIGHTS Balayage, STYLE EDIT, FRAMAR, ETHICA, MINT TOOLS, CALECIM, MARIA NILA, and KEUNE. Beyond product distribution, the company provides an online ordering portal for salon clients, maintains a showroom and training center for education, and offers salon business consulting services. The product portfolio spans haircare, hair treatments, styling products, and professional hair tools, serving salons across Louisiana, Mississippi, Alabama, and Florida panhandle.

Differentiator

Problem solved

Functional benefit

Products and services

• KEVIN.MURPHY

Quantifiable outcome

• Error-free commitment with double-check process on every order
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core and minor.

• Kevin MurphycoreChannel Partner/ Reseller/ DistributorPremium haircare brand distributed by Liquid Assets. Products combine high-tech scientific knowledge with natural ingredients, inspired by skincare and designed to recreate high-fashion runway looks.
• DavinescoreChannel Partner/ Reseller/ DistributorSustainability-focused haircare brand committed to beauty and ethics. Liquid Assets distributes their products which emphasize individuality, diversity, and sustainable beauty practices.
• Eleven AustraliacoreChannel Partner/ Reseller/ DistributorAustralian lifestyle brand for hair and body care launched in 2011. Known for simple, self-explanatory product names and cruelty-free, PETA-approved formulas using Australian natural ingredients.
• Living ProofcoreChannel Partner/ Reseller/ DistributorProfessional haircare brand distributed by Liquid Assets featuring innovative hair science and performance-driven products.
• K18 Biomimetic HairsciencecoreChannel Partner/ Reseller/ DistributorPatented K18Peptide technology that permanently repairs damaged hair in 4 minutes by penetrating the cortex and reconforming disulfide bonds. Revolutionary biomimetic haircare solution.
• JelluacoreChannel Partner/ Reseller/ DistributorHaircare brand featuring squid ink as a key ingredient, containing 18 amino acids for repairing and restructuring damaged hair. Includes oils of lavender, orange, and antioxidant-rich ingredients.
• Brazilian BlowoutcoreChannel Partner/ Reseller/ DistributorProfessional smoothing and straightening treatment brand recently launched through Liquid Assets distribution.
• Leaf+FlowercoreChannel Partner/ Reseller/ DistributorRecently launched brand in Liquid Assets portfolio offering professional haircare products.
• Sunlights BalayagecoreChannel Partner/ Reseller/ DistributorProfessional balayage products and education founded by celebrity stylist Candy Shaw. Known for THE BALAY BOX and professional balayage lightener that revolutionized hair painting.
• Style EditcoreChannel Partner/ Reseller/ DistributorHaircare brand dedicated to solving difficult hair concerns with a super-edited collection of effective products for salon-worthy hair at home.
• FramarcoreChannel Partner/ Reseller/ DistributorHair tools and accessories brand from Niagara Falls, Ontario, specializing in high-quality innovative products for the color room including foil, brushes, clips, and accessories.
• Ethica BeautycoreChannel Partner/ Reseller/ DistributorMulti-benefit haircare line that adapts to individual hair and scalp needs. Positioned as a tech company that makes shampoo, using clinically-backed active ingredients.
• Mint Professional Hair ToolscoreChannel Partner/ Reseller/ DistributorProfessional hair tools crafted by hairstylists for hairstylists, combining efficiency and industrial artistry with lightweight, ergonomic, and aesthetically pleasing designs.
• CALECIMcoreChannel Partner/ Reseller/ DistributorScience-backed hair loss treatment featuring PTT-6 patented complex that stimulates dormant hair follicles and promotes regrowth. Administered as salon service.
• Maria NilacoreChannel Partner/ Reseller/ DistributorSwedish hair care brand founded in 1999, 100% vegan and cruelty-free. B Corp certified and carbon neutral with color-protecting professional performance products.
• KeunecoreChannel Partner/ Reseller/ DistributorProfessional hair care brand distributed by Liquid Assets offering premium styling and color products.
• Green Circle SalonsminorStrategic or Co-development PartnerBeauty industry sustainability initiative pioneering solutions for repurposing, recycling, and capturing 95% of salon and spa waste since 2009. Liquid Assets is a green-minded business partner committed to reducing environmental footprint.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Ulta Beauty: Large national beauty retailer with both professional and consumer offerings. Adjacent in the prestige haircare space but serves end consumers rather than licensed stylists, representing potential disintermediation risk.

Direct peers

• Beauty Systems Group (BSG): Henkel-owned national distributor of professional salon products through CosmoProf and Armstrong McCall stores. Closest like-for-like competitor in scale and product breadth, with multi-state coverage and a direct field-sales model.
• SalonCentric: A L'Oréal-owned wholesale distributor of professional salon products across the U.S. Directly comparable as a multi-brand professional beauty distributor serving stylists and salons with field sales, e-commerce, and education.

Others

• Pravana: Professional haircare brand sold through authorized distributors to salons. Comparable as a brand-side counterpart whose distribution arrangements with regional players like Liquid Assets define the channel economics.
• Modern Salon Media / Salon Today: Trade media and education platform serving the professional salon industry. Not a distributor but a comparable ecosystem participant that connects brands, distributors, and stylists — useful adjacency for content and education partnerships.
• Green Circle Salons: Sustainability platform and network for salons. Liquid Assets already partners with Green Circle Salons; comparable as an ecosystem enabler that drives salon loyalty and differentiation in the same customer base.

Regional players

• Salon Service Group: Multi-state professional beauty distributor operating across the Western U.S. Comparable as a field-sales-driven distributor carrying multiple professional brands, though serving different regional markets.
• Salon Galleria: Regional professional beauty distributor serving the Mid-South and Southeast. Comparable in offering multi-brand professional products and education services to salons.
• State Beauty Supply: A regional professional beauty distributor serving Oklahoma, Texas, and surrounding states. Comparable business model (multi-brand distribution to salons with outside sales) but geographically adjacent rather than overlapping.

Emerging players

• Salon Interactive: Technology provider offering e-commerce and digital ordering tools to salon product distributors. Adjacent and enabling — comparable insofar as it represents the digital ordering layer that distributors like Liquid Assets are building.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Liquid Assets