Innovative Beauty Group (IBG), a global leader in beauty solutions for brands and retailers, has launch of Liva, its first fully owned hair and scalp care brand. Developed under the brand incubator IBG Lab, Liva will debut at Walmart in more than 700 stores nationwide and on Walmart.com.
With this launch, IBG intends to build on the global success of hair care products.
“Liva reflects our ambition to simplify a complex category and support people through moments of vulnerability with clarity, empathy, and credible performance,” said Youri Vaisse, Director of Owned Brands for Innovative Beauty Group. “We wanted to build something rooted in real consumer needs, effective, accessible, and designed for long-term use.”
Liva debuts with five SKUs designed to be used individually or as part of a complete routine: an Invigorating Scalp Scrub (US$ 14.99), a Strengthening Shampoo (US$ 13.99), a Restorative Conditioner (US$ 13.99), a Transformative Hair Tonic (US$ 14.99), and a Rejuvenating Scalp Serum, (US$ 15.99).
The brand was designed by Centdegrés, developed within the IBG ecosystem, and is operated by the IBG Lab incubator team. With Liva, IBG applied its full spectrum of expertise, spanning strategy, brand development, formulation, design, manufacturing coordination, logistics, and go-to-market execution, to a brand it owns outright.
IBG, which generated EUR 355 million (approximately USD 420 million) in revenue in 2025 and achieved 13% year-over-year growth, has previously built and launched brands including Levitate Beauty and Crown Hair Society, distributed in more than 6,000 doors in the U.S.; Curls Matter, across more than 500 doors in Europe; and Doucéa, focused on sensitive skin solutions for children in China and Europe.
