The Blooming Brands
The Blooming Brands is a private, San Fernando, California-based parent company that owns and operates four direct-to-consumer beauty brands—Blossom Beauty, Blue Cross, Mented Cosmetics, and SEVEN Haircare—selling cruelty-free cosmetics, professional nail care, and haircare products online to mass-market U.S. consumers, salon professionals, and women of color.
- Company typePrivate
- Founded2010
- HeadquartersSan Fernando, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Blooming Brands does
The Blooming Brands is a privately held parent company, headquartered in San Fernando, California, that operates a multi-brand portfolio in the mass-market beauty and personal care category. As of the input data, the company wholly owns four sub-brands: Blossom Beauty (affordable cosmetics for eyes, face, lips, nails, body care, and fragrance incorporating real flowers); Blue Cross (professional nail and cuticle care with brand heritage dating to 1933); Mented Cosmetics (vegan, cruelty-free cosmetics for women of color, founded in 2017); and SEVEN Haircare (salon-quality hair products blending natural ingredients with formulation science). Business is conducted exclusively through owned direct-to-consumer e-commerce storefronts for each brand; no wholesale, marketplace, or retail relationships are disclosed in the source material. The company positions itself around "conscious beauty," emphasizing cruelty-free, clean ingredients, sustainability, and inclusion as unifying themes across the portfolio. Headcount is 51-100 employees, founded in 2010 per firmographic data (sub-brand founding dates vary, with Blue Cross tracing to 1933). No revenue, funding rounds, patents, certifications, or management team details are disclosed.
The economic model is straightforward product commerce: revenue is generated through one-time sales of physical beauty and personal care SKUs via per-brand DTC websites, priced for accessibility rather than premium tiers (no specific pricing model is disclosed). Customer segmentation is horizontal, spanning general consumer beauty, salon professionals, women of color, and haircare consumers/professionals—each addressed by a distinct sub-brand. Geographic scope is domestic U.S. only. The corporate strategy articulated on the company website is portfolio aggregation through acquisition or partnership with like-minded brands in the conscious-beauty space, making this functionally a small beauty rollup rather than a single-brand operator. No core technology platform, proprietary software, AI features, or mobile app is disclosed in the source material.
Operationally, the company has the hallmarks of a bootstrap or parent-funded small business rather than a venture-backed company: no funding rounds are disclosed, no institutional investors are named, no senior leadership bios are public, and financial reporting is absent. Active corporate and sub-brand websites indicate ongoing operations. The principal observable risks are dependence on owned DTC channels (no diversification across marketplaces or retail), thin public financial disclosure limiting outside due diligence, and reliance on continued ability to integrate and grow acquired sub-brands. The principal opportunity is the latent whitespace in geographic expansion, additional conscious-beauty brand acquisitions, and cross-brand operational synergies in sourcing and formulation.
The Blooming Brands firmographics
Firmographics- Name
- The Blooming Brands
- Legal name
- The Blooming Brands
- Website
- https://thebloomingbrands.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Blooming Brands is a private, San Fernando, California-based parent company that owns and operates four direct-to-consumer beauty brands—Blossom Beauty, Blue Cross, Mented Cosmetics, and SEVEN Haircare—selling cruelty-free cosmetics, professional nail care, and haircare products online to mass-market U.S. consumers, salon professionals, and women of color.
- Ownership category
- akta.pro rank
The Blooming Brands industry classification
Industry- Product category
- Beauty and Personal Care
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Nail Color & Nail Art (Polish, Gel, Dip, Press-ons, Nail Art Color) (CRABACAD)
- akta.pro secondary industries
- Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Natural & Clean Fragrance (CRABADAG)
Keywords
Where The Blooming Brands is headquartered
LocationHeadquarters
- HQ city
- San Fernando
- HQ country
- United States
- HQ region
- North America
Markets served
The Blooming Brands business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Consumer Beauty Products Sales: Blooming Brands generates revenue through the direct sale of physical beauty and personal care products across multiple brand portfolios including cosmetics, nail care, haircare, and fragrance. Products are sold through owned e-commerce websites with pricing accessible to mainstream consumers.
Go-to-market motion1 record
Distribution channels4 records
The Blooming Brands product offering
Product offeringCore offering
The Blooming Brands is a parent company that owns and operates multiple beauty and personal care brands, including Blossom Beauty (affordable cosmetics and fragrance), Blue Cross (professional nail and cuticle care, founded 1933), Mented Cosmetics (vegan, cruelty-free cosmetics for women of color, founded 2017), and SEVEN Haircare (salon-quality hair products). Each brand operates its own dedicated direct-to-consumer e-commerce website, selling its own physical beauty products to retail and professional customers.
Product overview
Blooming Brands is a parent company of multiple beauty brands offering cruelty-free and clean beauty products. The portfolio spans four distinct sub-brands: Blossom Beauty (affordable cosmetics for eyes, face, lips, nails, body and fragrance featuring real flowers), Blue Cross (professional nail and cuticle care founded in 1933), Mented (cosmetics for women of color, founded 2017), and Seven (premium hair care products combining natural ingredients with scientific innovation). The company positions itself as a conscious beauty pioneer focused on accessibility, sustainability, and diversity.
Differentiator
Problem solved
Functional benefit
Brands
- Blossom Beauty: Affordable and fun products for eyes, face, lips, nails, body care and fragrance, incorporating real flowers into every product.
- Blue Cross
- Mented Cosmetics
- SEVEN Haircare
Products and services
- Blossom Beauty Affordable and fun beauty products for eyes, face, lips, nails, body care and fragrance, incorporating real flowers into every product; targeted at mainstream consumers.
- Blue Cross Nail and cuticle care products for salon professionals and consumers; founded in 1933 as a heritage professional nail care brand.
- Mented Cosmetics Leading vegan, cruelty-free cosmetic line providing best-in-class products specifically formulated for women of color, using natural ingredients.
- SEVEN Haircare Salon-quality hair products crafted with a blend of high-quality natural ingredients and innovative science, marketed for both professional stylists and at-home consumers.
Companies that use The Blooming Brands
Customer profileSegments4 records
Ideal customer profiles4 records
The Blooming Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Blooming Brands partnerships and signals
Strategic signalRecent moves5 records
Expansion highlights4 records
The Blooming Brands competitors and assessment
Company assessmentDirect peers
- Juvia's Place: Color cosmetics brand built around richly pigmented shades for deeper skin tones, sold DTC and through select retail. Directly comparable to Mented's women-of-color positioning and shade-range-led differentiation.
- Briogeo: Clean, high-performance haircare brand sold DTC and through prestige retail. Closely comparable to SEVEN's positioning around natural ingredients, clean formulations, and salon-quality results.
- Olive & June: Modern, digitally native nail care brand with strong DTC presence and at-home manicure system. Comparable to Blue Cross as a nail-focused brand competing for the same at-home nail consumer.
- Pat McGrath Labs: Prestige cosmetics brand with extensive shade ranges including foundations formulated for diverse complexions. Comparable to Mented as a color-cosmetics brand purpose-built for women of color.
- Beautycounter: Clean-beauty brand with strong cruelty-free and vegan positioning across skincare and color cosmetics. Comparable to Blooming's clean, conscious-beauty thesis and category-spanning brand portfolio.
- e.l.f. Beauty: Multi-brand beauty holding (e.l.f., Well People, Keys Soulcare, Rhode, Naturium) operating a value-oriented DTC plus mass-retail model. Closely comparable to Blooming in the multi-brand, category-spanning portfolio strategy and cruelty-free positioning.
- Sundial Brands / SheaMoisture: Hair and skin care brand historically focused on women of color and textured hair; now part of Unilever. Comparable to Mented in its targeted underserved-segment positioning and to SEVEN in textured haircare.
- The Honest Company: Clean, cruelty-free consumer brand house spanning beauty, baby, and household categories. Comparable to Blooming in its values-led, clean-ingredient positioning across multiple consumer product verticals.
Broad incumbents
- Wella Company (OPI): Global professional beauty parent that owns OPI, the dominant salon-channel nail brand. Comparable to Blue Cross in professional nail distribution but operates as a much broader beauty incumbent.
- Burt's Bees: Established clean, natural personal-care brand with broad distribution across drug, grocery, and mass channels. Comparable to Blooming's clean-beauty positioning at materially larger scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
The Blooming Brands social profiles
Digital presenceThe Blooming Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Blooming Brands leadership team
Management profileNumber of profiles
Profiles1 record
The Blooming Brands subsidiaries and ownership
Company hierarchySubsidiaries4 records
The Blooming Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Blooming Brands 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 The Blooming Brands
What does The Blooming Brands do?
The Blooming Brands is a parent company that owns and operates multiple beauty and personal care brands, including Blossom Beauty (affordable cosmetics and fragrance), Blue Cross (professional nail and cuticle care, founded 1933), Mented Cosmetics (vegan, cruelty-free cosmetics for women of color, founded 2017), and SEVEN Haircare (salon-quality hair products). Each brand operates its own dedicated direct-to-consumer e-commerce website, selling its own physical beauty products to retail and professional customers.
Is The Blooming Brands a public or private company?
The Blooming Brands is a private company. It is classified as unknown and is currently operating.
When was The Blooming Brands founded?
The Blooming Brands was founded in 2010. It employs 51 to 100 people.
Where is The Blooming Brands based?
The Blooming Brands is headquartered in San Fernando, United States, in the North America region.
How does The Blooming Brands make money?
One revenue line is on record: consumer Beauty Products Sales.
Who are The Blooming Brands's main competitors?
Direct peers on record are Juvia's Place, Briogeo, Olive & June, Pat McGrath Labs, Beautycounter, e.l.f. Beauty, Sundial Brands / SheaMoisture and The Honest Company. Broad incumbents are Wella Company (OPI) and Burt's Bees.
Does The Blooming Brands have an API?
No public API is recorded for The Blooming Brands.
What industry is The Blooming Brands in?
The Blooming Brands's product category is Beauty and Personal Care. Its primary akta.pro industry code is CRABACAD, Nail Color & Nail Art (Polish, Gel, Dip, Press-ons, Nail Art Color), with a secondary code of CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments). Its NAICS code is 456120 and its SIC code is 2844.