Playa
Playa Beauty is a self-funded, direct-to-consumer fragrance and haircare brand relaunched in May 2026 by founder Susan Yara, selling a three-SKU Nuevasol line of layered, fragrance-depositing products through playabeauty.com to masstige beauty consumers.
- Company typePrivate
- Founded2024
- HeadquartersVenice, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Playa does
Playa Beauty LLC is a privately held, direct-to-consumer fragrance and haircare brand that relaunched on May 1, 2026 under founder Susan Yara after she acquired the Playa trademark from Forma Brands following its bankruptcy. The company operates from Coral Gables, Florida with a team of 1-10 employees and ships only within the contiguous 48 US states. Its commercial model is exclusively DTC through a Shopify-powered storefront at playabeauty.com, with no physical retail, marketplace, or wholesale distribution.
The product offering is intentionally narrow: three SKUs in the Nuevasol fragrance collection priced at the masstige tier ($28-$34 individual, $54 bundle), designed to be layered for fragrance longevity. The Nuevasol Fragrance-Depositing Gloss Rinse is an acidified in-shower treatment that uses lamellar deposition technology to selectively deposit conditioning agents and fragrance on damaged hair areas, claiming 72-hour frizz control and 55% frizz reduction at 80% relative humidity. The Nuevasol All-Over Perfume Mist is a 360-degree body spray using glycerin and humectant-based fragrance technology. Both products were developed in partnership with premium fragrance houses Givaudan and Robertet, and are accompanied by an Illuminating Complex ingredient system combining Lactic Acid and Red Algae.
The go-to-market relies entirely on founder-led, organic channels: Susan Yara's Mixed Makeup YouTube channel, the GlowLab podcast, Instagram, an email newsletter, and a formal creator partnerships program accepting influencer applications via Google Forms. There is no subscription model, no paid advertising layer described, and no institutional capital; the business is self-funded by Yara. Target customers are masstige beauty consumers and Susan Yara's existing beauty community, sold a beach/sun-inspired lifestyle positioning anchored by Yara's Mexican heritage and Miami background.
Playa firmographics
Firmographics- Name
- Playa
- Legal name
- Playa Beauty LLC
- Website
- https://playabeauty.com
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Playa Beauty is a self-funded, direct-to-consumer fragrance and haircare brand relaunched in May 2026 by founder Susan Yara, selling a three-SKU Nuevasol line of layered, fragrance-depositing products through playabeauty.com to masstige beauty consumers.
- Ownership category
- akta.pro rank
Playa industry classification
Industry- Product category
- Haircare and Fragrance
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD)
- akta.pro secondary industries
- Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Body Sprays & Mists (CRABADAC)
Keywords
Where Playa is headquartered
LocationHeadquarters
- HQ city
- Venice
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Playa business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations
Revenue model
- Direct Product Sales: One-time purchase of fragrance and haircare products through the brand's e-commerce platform. Products include the Nuevasol All-Over Perfume Mist ($28), Nuevasol Fragrance-Depositing Gloss Rinse ($32), and bundled offerings ($54). No subscription or recurring revenue model mentioned.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Nuevasol All-Over Perfume Mist - $28 |
| Unit Pricing | Pay-as-you-go | Nuevasol Fragrance-Depositing Gloss Rinse - $32 |
| Unit Pricing | Pay-as-you-go | Nuevasol Gloss Rinse + Perfume Mist Bundle - $54 (was $60) |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
Playa product offering
Product offeringCore offering
Playa Beauty sells fragrance-focused haircare and body care products through its own e-commerce site, currently featuring the Nuevasol collection: a Fragrance-Depositing Gloss Rinse ($32), an All-Over Perfume Mist ($28), and a bundle combining both ($54, 10% discount). The products are built around proprietary lamellar deposition fragrance technology and partnerships with fragrance houses Givaudan and Robertet, and are sold exclusively direct-to-consumer within the contiguous 48 U.S. states.
Product overview
Playa Beauty is a fragrance-focused beauty brand offering a unified product line centered on the Nuevasol fragrance collection. The portfolio consists of three products designed to be layered together for long-lasting fragrance experiences: the Nuevasol Fragrance-Depositing Gloss Rinse (an in-shower haircare treatment), the Nuevasol All-Over Perfume Mist (body spray), and their bundled combination. All products share the same signature Nuevasol scent profile—bright florals and sensual musk inspired by sun and vacation memories—with technology engineered for fragrance longevity across hair and body.
Differentiator
Problem solved
Functional benefit
Brands
- Nuevasol: The primary fragrance sub-brand of Playa Beauty, featuring the signature scent launched in 2026 — described as a fragrance born in the sun with notes of bright florals and sensual musk. Products include the Nuevasol All-Over Perfume Mist and Nuevasol Fragrance-Depositing Gloss Rinse for Hair.
Products and services
- Nuevasol Fragrance-Depositing Gloss Rinse For Hair Acidified in-shower treatment for all hair types that instantly detangles, conditions, boosts hair color, and delivers visible shine while depositing the Nuevasol fragrance via lamellar deposition technology. Priced at $32 per 8.45 fl. oz. (250 mL) bottle.
- Nuevasol All-Over Perfume Mist All-over body spray fragrance mist with 360-degree spray technology that delivers a long-lasting Nuevasol scent (bright florals and sensual musk) for body and hair. Contains glycerin and red algae for hydration. Priced at $28 per 3.7 fl. oz. (110 mL) bottle.
- Nuevasol Gloss Rinse + Perfume Mist Bundle Bundled offering combining one Nuevasol Fragrance-Depositing Gloss Rinse and one Nuevasol All-Over Perfume Mist at a 10% discount, priced at $54 (original price $60), designed for layering to achieve long-lasting fragrance.
Quantifiable outcome
- 72-hour frizz control at 80% relative humidity
- +2 more outcomes
Companies that use Playa
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Playa technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Playa partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- GivaudancorePremium fragrance house partnership for developing and crafting the brand's signature fragrances. Givaudan is a leading global fragrance and flavor company providing expertise in fragrance creation and ingredients for the Playa brand.
- RobertetcorePremium fragrance house partnership for developing and crafting the brand's signature fragrances. Robertet is a French fragrance house specializing in natural and organic fragrance ingredients, contributing to the brand's fragrance development.
- ShopifycoreE-commerce platform powering the brand's online store and website operations. Shopify provides the technical infrastructure for product sales, payment processing, order management, and customer data handling.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Playa competitors and assessment
Company assessmentDirect peers
- Ouai: Founder-led (Jen Atkin) masstige haircare brand with strong fragrance identity and DTC-plus-retail distribution. Comparable as a celebrity/influencer-founded haircare brand anchored in signature scent experiences at $28–$40 price points.
- Gisou: Founder/influencer (Negin Mirsalehi) haircare brand built around a hero natural ingredient (miracle honey) and social-content-led GTM. Directly comparable to Playa's founder-led, content-driven, fragrance-anchored haircare model.
- Moroccanoil: Iconic fragrance-infused haircare brand built around a signature scent experience across multiple hair products. Closely comparable to Playa's strategy of layering a hero fragrance (Nuevasol) across haircare and body products at masstige price points.
- Fable & Mane: Fragrance-first Ayurvedic haircare brand with signature scent across hair and body products at premium price points. Comparable to Playa's strategy of hero fragrance + hair/body layering with a cultural storytelling narrative.
- Pattern Beauty: Founder-led (Tracee Ellis Ross) haircare brand with community-driven GTM and prestige positioning. Comparable as another influencer/founder-built haircare brand that scaled from DTC into Ulta and Sephora retail — illustrating a plausible growth trajectory for Playa.
- Sol de Janeiro: DTC-native fragrance body care brand (Brazilian Bum Bum Cream) with strong cultural identity, masstige pricing, and viral community marketing. Closely matches Playa's beach/lifestyle positioning, fragrance layering concept, and founder-driven organic growth model.
- Dossier: DTC fragrance brand offering prestige-inspired scents at accessible masstige prices ($28–$40), built on a community/influencer-led GTM. Comparable to Playa's masstige fragrance positioning and direct-to-consumer distribution model.
Broad incumbents
- Kérastase: L'Oréal-owned prestige haircare brand with broad salon and retail distribution and fragrance-layered product lines. Comparable as the benchmark for fragrance-integrated haircare at premium price points that Playa is positioning against in the masstige segment.
- Olaplex: Public haircare brand whose entire identity is built around a proprietary technology claim (bond-building). Comparable to Playa as a haircare brand differentiated by quantified efficacy claims and ingredient/technology storytelling rather than purely aesthetic positioning.
Emerging players
- DedCool: Fragrance-led body care brand (founded by Carina Chaz) extending into haircare. Comparable to Playa as a smaller, emerging player pushing the fragrance-first body and hair care crossover with a similar DTC/community-driven approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Playa social profiles
Digital presencePlaya compliance and trust
Trust signalCompliance1 record
Playa financial estimates
Financial estimateRevenue estimate
Valuation estimate
Playa leadership team
Management profileNumber of profiles
Profiles1 record
Playa funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Playa 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 Playa
What does Playa do?
Playa Beauty sells fragrance-focused haircare and body care products through its own e-commerce site, currently featuring the Nuevasol collection: a Fragrance-Depositing Gloss Rinse ($32), an All-Over Perfume Mist ($28), and a bundle combining both ($54, 10% discount). The products are built around proprietary lamellar deposition fragrance technology and partnerships with fragrance houses Givaudan and Robertet, and are sold exclusively direct-to-consumer within the contiguous 48 U.S. states.
Is Playa a public or private company?
Playa is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Playa founded?
Playa was founded in 2024. It employs 1 to 10 people.
Where is Playa based?
Playa is headquartered in Venice, United States, in the North America region.
How does Playa make money?
One revenue line is on record: direct Product Sales.
Who are Playa's main competitors?
Direct peers on record are Ouai, Gisou, Moroccanoil, Fable & Mane, Pattern Beauty, Sol de Janeiro and Dossier. Broad incumbents are Kérastase and Olaplex. DedCool is listed as an emerging player.
Does Playa have an API?
No public API is recorded for Playa.
What industry is Playa in?
Playa's product category is Haircare and Fragrance. Its primary akta.pro industry code is CRADANAD, Personal Fragrances (Perfume, Cologne, Body Sprays), with a secondary code of CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments). Its NAICS code is 456120 and its SIC code is 2844.