Innovative Beauty Group presents Liva, its first brand devoted exclusively to hair care, available in over 700 Walmart stores in the United States.
Innovative Beauty Group (IBG) has launched Liva, a brand dedicated entirely to hair and scalp care, which makes its debut at Walmart, with distribution in over 700 outlets as well as on Walmart.com. Youri Vaisse, IBG's Director of Own Brands, comments: « Liva reflects our ambition to simplify routine and support people in moments of vulnerability with clarity, accessibility and efficiency. ». This initiative is part of the company's wider strategy to offer affordable products to consumers who are often faced with a lack of accessible solutions.
A response to market needs
Designed to respond to the daily variations of hair and scalp, the Liva brand combines clinically reliable formulas with competitive pricing to target a market segment generally considered expensive. Liva's modular system enables flexible use, whether as part of a complete program or by segmenting products. Xavier Leclerc de Hauteclocque, CEO of IBG, commented: « Brand builders, because we're capable of creating a brand from A to Z if need be, and brand boosters, because we have a perfect command of the key elements required to animate a brand and make it desirable throughout its existence. ». He thus underlines the strategic and integrated approach of the company, which recently recorded sales of 355 million euros in 2025, with growth of 13 % over the previous year.
A strong presence right from the launch
The products in the Liva range, including a revitalizing scalp scrub, a strengthening shampoo and a rejuvenating serum, have been designed to meet the highest quality and safety standards. These products will be available from day one in a nationwide network, with the ambition of expanding distribution selectively while maintaining Walmart as the main partner. Product prices range from 13.99 $ for the shampoo to 15.99 $ for the serum.
This launch marks another important step for IBG, which is seeking to establish itself in the US market with a clear value proposition and national coverage from the outset.
