What OGX Beauty does

OGX Beauty is a U.S. mass-market hair care brand operated by Vogue International LLC, a wholly-owned subsidiary of the publicly traded consumer health company Kenvue Inc. (NYSE: KVUE). The legal entity is incorporated in New Jersey with its headquarters at 199 Grandview Road, Skillman, NJ, and the website explicitly targets U.S. residents only. The brand was founded in 2006 and holds documented #1 positions in the U.S. Hair Repair and Hair Oils categories based on Nielsen Scantrack data (52 weeks ending 11/16/24 and 04/12/25, total U.S. market, xAOC).

The product portfolio spans 65+ active SKUs across shampoos, conditioners, treatments, stylers, oils, and body care, organized around benefit-led collections. Core franchises include the ProGrowth + Peptide system (Shampoo, Conditioner, Scalp Serum, Serum Mist) developed with trichologist Greg Ruggeri for thinning/fine hair; the Bond Protein Repair system (Lightweight Shampoo, Lightweight Conditioner, 1-Minute Treatment Mask, Pre-Shampoo, Sealing Serum, 3-in-1 Oil Mist, 450°F Heat Protect Spray) for damage repair; and ingredient-based collections (Argan Oil of Morocco, Biotin & Collagen, Coconut Milk, Rosemary Mint). New lightweight formats—Mirror Shine Pre-Wash Gloss and Emulsion Conditioning Mists—target fine hair. Underlying technology consists of proprietary ingredient platforms including Lipi Pro Shield™ (lipid and protein protection), Dual-Action Bond Repair (inner cortex + cuticle binding), and Long7vity Complex™ (9%) in the ProGrowth Scalp Serum. Several legacy lines (Teatree Mint, Coconut Caffeine, select Curl and color ranges) have been discontinued as part of portfolio rationalization.

The business model is one-time-purchase consumer packaged goods: revenue is generated through wholesale shipments to mass retail (drug, mass, and specialty) channels plus direct-to-consumer sales at ogxbeauty.com, with marketing driven by content (blog), influencer/Instagram (@ogx_beauty), email, and trichologist/expert endorsement. Target segments are horizontal across consumer use cases—fine or thinning hair (primary), damaged hair, color-treated hair, curly/wavy hair, and oily scalp. Pricing is not publicly disclosed.OGX Beauty sits within Kenvue's personal care portfolio alongside other brands and reports no independent venture funding, IPO activity, M&A, or management changes in the source material.

Name

OGX Beauty

Legal name

Vogue International LLC

Website

https://ogxbeauty.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

OGX Beauty is a U.S. mass-market hair care brand under Vogue International LLC (a Kenvue subsidiary), selling 65+ shampoos, conditioners, treatments, oils, and body care products across drug, mass, and specialty retail plus direct e-commerce to consumers with diverse hair-care needs.

Ownership category

akta.pro rank

Product category

Hair Care

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

Keywords

• Hair care products
• Shampoo and conditioner
• Hair repair treatments
• Consumer beauty brand
• Hair oils and styling

Headquarters

HQ city

Clearwater

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations

Revenue model

1. Consumer Hair Care Product Sales: OGX Beauty generates revenue through the sale of hair care and body care products including shampoos, conditioners, treatments, styling products, and oils. Products are sold through major retail channels and direct-to-consumer e-commerce. Revenue is primarily one-time purchase driven, with no subscription model mentioned.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

OGX Beauty manufactures and sells branded hair care and body care products, including shampoos, conditioners, treatments, styling products, hair oils, scalp serums, body wash, and body lotion. Its portfolio is organized into collections such as ProGrowth + Peptide, Bond Protein Repair, Argan Oil of Morocco, Biotin & Collagen, Coconut Milk, and Rosemary Mint, sold through its own e-commerce site and major U.S. retailers.

Product overview

OGX Beauty is a hair care brand from Vogue International LLC (a Kenvue company), claiming to be the #1 Hair Repair Brand and #1 Hair Oils Brand in the U.S. The product portfolio consists of multiple collections organized around key benefit claims. The core offerings include: (1) ProGrowth + Peptide system - a 4-step scalp-first routine developed with trichologists featuring Shampoo, Conditioner, Scalp Serum, and Serum Mist, designed for visibly thicker, fuller hair with claims of 3x fuller hair after first use; (2) Bond Protein Repair collection - a comprehensive damage repair system including Pre-Shampoo, Lightweight Shampoo, Lightweight Conditioner, 1-Minute Treatment Mask, Sealing Serum, 3-in-1 Oil Mist, and 450°F Heat Protect Spray, utilizing Dual-Action Bond Repair technology; (3) Ingredient-based collections - Argan Oil of Morocco (repair), Biotin & Collagen (volumizing), Coconut Milk (nourishing), and Rosemary Mint (clarifying); (4) Mirror Shine Pre-Wash Gloss and Emulsion Conditioning Mists - new lightweight oil formats designed for fine hair; (5) Body care line including Body Wash and Body Lotion products. Several products have been discontinued including the Teatree Mint line, Coconut Caffeine line, Vibrant Color Vibes line, and certain curl-specific products.

Differentiator

Problem solved

Functional benefit

Products and services

• ProGrowth + Peptide Shampoo Exfoliating shampoo with 1.5% mandelic acid that clears scalp buildup to support a growth environment; part of the ProGrowth + Peptide line for fine, thinning hair.
• ProGrowth + Peptide Conditioner Conditioner with Lipi Pro Shield Technology that reinforces strands and reduces breakage for fine, thinning hair.
• ProGrowth + Peptide Scalp Serum Concentrated scalp serum powered by 9% Long7vity Complex that hydrates scalp and supports root strength.
• ProGrowth + Peptide Serum Mist Leave-in mist with 450°F heat protection that provides instant fullness and supports the styling routine.
• Bond Protein Repair Lightweight Shampoo Sulfate-free shampoo with Dual-Action Bond Repair technology that rebuilds hair bonds and prevents frizz.
• Bond Protein Repair Lightweight Conditioner Lightweight conditioner with Lipi Pro Shield Technology providing 2x more protein and lipid protection vs non-conditioning shampoo.
• Bond Protein Repair Sealing Serum Strengthening hair serum that delivers 2x smoother and up to 5x stronger hair after five washes; powered by OGX Bond Protein Complex.
• Bond Protein Repair 450°F Heat Protect Spray Heat protectant spray shielding hair from heat damage up to 450°F with 80% less breakage.
• Bond Protein Repair 3-in-1 Oil Mist Multi-benefit oil mist that strengthens, prevents frizz, and maintains shine for 24 hours.
• Bond Protein Repair Pre-Shampoo Pre-shampoo treatment (pre-poo) that mends over-processed hair and provides 3x the strength.
• Bond Protein Repair 1-Minute Treatment Mask Rapid protein-infused hair mask (6.7 fl oz) that deeply nourishes and visibly reduces signs of damage.
• Mirror Shine + Argan Oil Pre-Wash Gloss Silicone-free pre-wash treatment providing up to 48 hours of shine and 2x smoother hair.
• Mirror Shine + Coconut Oil Pre-Wash Gloss Silicone-free pre-wash treatment that mends up to 50% of split ends.
• Smooth Emulsion + Argan Oil Conditioning Mist Water-based conditioning spray with Argan Oil providing weightless hydration and heat protection up to 450°F.
• Plump Emulsion + Collagen Conditioning Mist Weightless conditioning spray with Collagen providing a plumping effect for up to 72 hours.
• Argan Oil of Morocco Shampoo Repair shampoo from the renewing collection that strengthens dry, damaged hair, now with Lipi Pro Shield Technology.
• Argan Oil of Morocco Conditioner Renewing conditioner with Argan Oil that repairs and strengthens hair.
• Argan Oil of Morocco Penetrating Oil Lightweight hair oil from #1 hair oils brand providing 24-hour frizz control and shine.
• Biotin & Collagen Shampoo Volumizing shampoo providing 72+ hours of volume and body for fine and flat hair.
• Biotin & Collagen Conditioner Volumizing conditioner that adds fullness and body with Biotin and Collagen.
• Biotin & Collagen Weightless Oil Mist Lightweight oil mist with vitamin B7 Biotin, Collagen, and hydrolyzed wheat protein for thicker, fuller hair.
• Volumizing Spray Texturizing spray with Niacinamide providing instant root lift and 2x more volume for 24 hours.
• Coconut Milk Shampoo Nourishing shampoo with Coconut Milk for dry or damaged hair repair.
• Coconut Milk Conditioner Nourishing conditioner with Coconut Milk for moisturizing dry hair.
• Coconut Miracle Oil Penetrating Oil Nourishing coconut oil for hair that provides moisture and helps with damage remedy.
• Rosemary Mint Shampoo Clarifying shampoo with Rosemary and Mint for scalp refresh and strength.
• Rosemary Mint Conditioner Clarifying conditioner with Rosemary and Mint for refreshing the scalp.
• Rosemary Mint Extra Strength Conditioner Extra strength clarifying conditioner with Rosemary, Peppermint, and Witch Hazel for oily scalp.
• Rosemary Mint Extra Strength Scalp Treatment Leave-in dry scalp treatment with Rosemary Oil and Peppermint that removes residue without stripping hair.
• OGX Body Wash Body cleansing product from the OGX body care line, sold alongside hair care items.
• OGX Body Lotion Body moisturizing product from the OGX body care line, sold alongside hair care items.

Quantifiable outcome

• 3x fuller hair after first use with ProGrowth + Peptide routine
• +9 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Greg Ruggeri (Trichologist)coreStrategic or Co-development PartnerRenowned trichologist Greg Ruggeri partnered with OGX to develop the ProGrowth + Peptide product line. This trichologist partnership provides expert scientific backing for the scalp-first hair growth system, ensuring formulas are rooted in expert hair science and trichology expertise.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Redken: L'Oréal's professional salon brand. While OGX is mass-market and Redken is salon-channel, both compete for hair repair and bond-building share, and Redken's product technology (e.g., Acidic Bonding Concentrate) sets the bar OGX must clear to retain credibility in repair claims.
• Paul Mitchell: Professional salon hair care brand offering shampoos, conditioners, treatments, and styling. Overlaps with OGX on product categories and consumer occasions (repair, color care) and is a comparable benchmark for ingredient-led hair care positioning.

Emerging players

• Moroccanoil: Premium hair oil brand anchored by argan oil treatments. Directly competes with OGX in the hair oils sub-category where OGX is #1 per Nielsen, but at significantly higher price points and a salon-led distribution model.
• Mielle Organics: Fast-growing multicultural hair care brand strong in scalp oils, rosemary, and biotin-infused products. Competes with OGX in the Rosemary Mint, Biotin & Collagen, and hair oil lines, particularly with younger and multicultural consumers.
• Olaplex: Bond-repair specialist brand that helped define the bond-repair category OGX now addresses with its Bond Protein Repair line. Competes on the same consumer occasions (color/heat damage repair) but at premium price points and primarily through salon and prestige channels.

Direct peers

• Head & Shoulders: P&G's leading anti-dandruff shampoo brand. While focused on scalp care, it competes with OGX in the same mass/drug channel and is increasingly adjacent in the scalp-health narrative OGX pursues with ProGrowth + Peptide.
• Dove Hair: Unilever mass-market hair care range emphasizing nourishment and damage repair. Shares OGX's broad target consumer and similar benefit-claim positioning in the same retail channels.
• L'Oréal Paris Elvive: L'Oréal's mass hair care line offering shampoos, conditioners, treatments, and oils across benefit sub-lines. Closely mirrors OGX's go-to-market and product architecture in U.S. mass retail.
• TRESemmé: Unilever-owned mass-market hair care brand sold through similar retail channels. Competes head-to-head with OGX on volume, repair, and styling claims at comparable mass price points.
• Pantene: Procter & Gamble's flagship mass-market hair care brand. Directly competes with OGX across shampoo, conditioner, and treatments in the same drug/mass channel with similar price positioning and breadth of benefit-based product lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/ogx_beauty
• Xx.com/ogxbeauty
• Facebookfacebook.com/OGXbeauty
• LinkedInlinkedin.com/company/ogxbeauty

Revenue estimate

Valuation estimate

Number of profiles

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 OGX Beauty