American Exchange Group has purchased the beauty and personal care company HatchCollective, marking a “significant step” into the beauty and personal care industry. 

Founded in 2009, HatchCollective is known for its trusted beauty and personal care brands including NatureWell, Found Active, Orlando Pita Play, TXTUR, and Paint & Petals. 

American Exchange Group has renamed HatchCollective as AX Beauty Brands but will continue to sell the same line of cosmetics and personal care products including NatureWell, Found Active, Orlando Pita Play, TXTUR and Paint & Petals to consumers at retailers such as Dillard’s, Macy’s, Amazon, Target, CVS and Walmart. These items are also made for owned brands and private labels offered at merchants such as Trader Joe’s and Sam’s Club. 

“This partnership will enhance our ability to innovate, expand into new markets, and deliver exceptional experiences to our valued customers,” said Hatch’s president and chief commercial officer, Kristin Bibb. 

“We look forward to a future filled with shared success and continued excellence in the beauty industry.”

American Exchange Group bought footwear companies Aerosoles and White Mountain, as well as creative services and digital marketing firm Giant Propeller, in the past two years. These acquisitions, along with the recent acquisition of HatchCollective, are consistent with the group’s broader development strategy of identifying brands, partnerships, and opportunities that add value to a diverse variety of consumers.