Our partnership with Forma positions us to share the laid-back luxury and effortless spirit of Playa Beauty and our haircare products with a larger global audience by leveraging Forma’s channels and reach.Shelby Wild, founder of Playa Beauty
Playa Hair Care launched in June 2017 as a direct-to-consumer clean haircare brand with five products. The goal of the brand is to create a simplified offering that delivers laid-back California style through clean, easy-to-use products.
Forma Brands (formerly known as Morphe Holdings) is growing it’s multi-branded and multi-category portfolio which includes; Morphe, Morphe 2, Jaclyn Cosmetics, Such Good Everything, and Playa Beauty. This transaction represents the company’s first entry into the haircare space, diversifying it’s range of products and distribution.
Each portfolio brand is thoughtfully selected, acquired, or created with creative and bold artists and founders.
Myles McCormick, CEO of Forma Brands, told WWD, “Shelby’s approach to clean formulas using natural active ingredients with botanicals, that, together with that effortless approach, feels like to us where the hair-care industry and the beauty industry at large is heading. As you think about bathroom makeover’s for the Millennial and Gen Z consumer, we think she just really checked all the boxes.”