Windsong Global’s portfolio company JVN Hair is set to launch across 700 Ulta Beauty stores and online on 20 July, marking a major milestone for the brand just 19 months after its acquisition, according to a report by Glossy.

Originally founded by “Queer Eye” star Jonathan Van Ness and incubated by biotech group Amyris, JVN Hair faced uncertainty following Amyris’ bankruptcy in August 2023. Windsong Global acquired the brand for $1.25m through a bankruptcy auction in December 2023, with Van Ness retaining an equity stake.

The private equity-backed turnaround has shown early signs of success. The brand has returned to profitability over the past two quarters, according to company president Teresa Lo. She credits much of the growth to a surge in TikTok Shop activity, which has driven a tenfold increase in sales across all platforms, including Sephora.

The Ulta rollout is designed to enhance national distribution and reach untapped regions across the US. Lo noted that while Sephora has been a valued partner, its store footprint is concentrated in major cities. “A majority of our community members are not shopping online. They still want to go into stores, and they want to meet Jonathan,” she said.

To support the Ulta launch, JVN Hair is hosting masterclasses in cities including Chicago, Dallas, Austin, and Los Angeles. Tickets are priced at $35 and come with a gift card and product samples. The brand will also host Ulta’s top stylists at its internal Celebrate U event, where Van Ness will introduce the products and share styling tips.

The Ulta partnership reflects Windsong Global’s ability to revitalise purpose-driven consumer brands through targeted growth strategies and strategic retail expansion. The move also signals confidence in the continued demand for inclusive and value-aligned beauty offerings in physical retail.

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