American Exchange Group, the parent of the Aerosoles and White Mountain footwear brands, moved into the beauty space by acquiring HatchCollective, the manufacturer of beauty and personal care brands under the NatureWell, Found Active, Orlando Pita Play, TXTUR, and Paint & Petals labels.

HatchCollective reported it will rebrand AX Beauty Brands. It sells its products at Dillard’s, Macy’s, Amazon, Target, CVS, and Walmart. It also makes private-label products for Trader Joe’s and Sam’s Club.

American Exchange Group said that over the past two years, it had acquired footwear brands Aerosoles and White Mountain and creative services and digital marketing company Giant Propeller. The acquisitions align with its goal to build a portfolio of consumer lifestyle brands.

“Just like the recent addition of Aerosoles and White Mountain footwear brands to our portfolio, both of which are celebrated for their comfort and innovation, we’ve consistently aimed to provide our customers with trend-right products that offer value at an affordable price point,” said Alen Mamrout, CEO of American Exchange Group. “This acquisition is a tremendous opportunity for us to not only expand our footprint but also to deepen our commitment to delivering products that resonate with our customers’ evolving needs.”

Steve Velasquez, chief strategy officer at American Exchange Group, said, “In today’s consumer marketplace, there’s an undeniable surge in demand for health and wellness products that enhance our everyday lives. Beauty and personal care are one of the fastest-growing categories, and with this acquisition, we are positioned to be the next dominant leader in the space. We are not only embracing a strategic opportunity for expanded growth but also aiming to introduce HatchCollective and their internationally recognized and amazing product lines to our well-established retailer portfolio.”

Photo courtesy HatchCollective