Windsong Global has added the hair wellness brand Vegamour to Belle Brands, a multi-brand beauty platform the consumer-focused private investment firm has assembled at pace since 2024. Belle Brands was built on the thesis that “exceptional beauty brands can be advantaged by scale while not undermining the distinction and authenticity of their brand or connection with their community,” according to William Sweedler, chairman of Belle Brands and chief executive and managing partner of Windsong. He described Vegamour as “a natural fit.” Belle Brands was formed in 2024 after Windsong acquired JVN Hair and Pipette out of the bankruptcy of their former parent, Amyris, reportedly for $1.25m and $1.75m respectively.

KVD Beauty followed in late 2025, bought from LVMH-owned incubator Kendo - the first time the group had ever sold a brand. Versed, the clean skincare and colour line founded by Katherine Power, joined in July 2026. Vegamour now extends the portfolio into hair longevity, a segment none of the existing brands directly occupies.

Founded in 2016 by Daniel Hodgdon, a plant-sourcing veteran, the brand helped define the “hair wellness” category with plant-based serums, supplements, and scalp treatments sold direct-to-consumer and, increasingly, through prestige retail. It secured an $80m minority growth investment from General Atlantic in 2021, cementing its position as a category leader during a period of rapid direct-to-consumer expansion. Its exclusive distribution through Sephora was a central draw.

According to Teresa Lo, global president of Belle Brands, Vegamour ticked every box the firm looks for. “Brands with a clinically-backed approach to product development, a deeply passionate community, and a focus on accessibility are the kind of brands Belle Brands looks for when it comes to building out our portfolio; Vegamour has all of those attributes and more,” she said, pointing to its role in bringing hair health “front and center to countless consumers.” Lo, who spent time in marketing at Sephora earlier in her career, added that the firm was focused on “maximizing its potential” rather than overhauling what works. The strategic emphasis on the retail relationship was echoed by Michael Dill, a partner at Windsong and a Belle Brands board member. He said the platform was intent on “invigorating our relationship with Sephora” and investing in new products to defend Vegamour’s position in the category.

For Windsong, founded in 2006 and focused squarely on the branded consumer sector, Vegamour deepens a long track record in beauty and wellness that spans past and present holdings such as Algenist, This Works, and Tone It Up. The firm and its predecessor funds have completed 60 transactions totalling more than $10bn in enterprise value. With five brands now under one roof spanning hair, skin, colour, baby care, and hair wellness, Belle Brands is fast becoming one of the more acquisitive independent beauty platforms in the market, and Vegamour is unlikely to be its last purchase.