On March 9, 2026, Innovative Beauty Group did something quietly radical for a company best known for building other people’s brands. It launched Liva, its first fully owned hair and scalp care line, designed to simplify a crowded category and meet consumers with clarity, empathy, and credible performance, right where the mass market moves fastest: Walmart.
On March 9, 2026, Innovative Beauty Group did something quietly radical for a company best known for building other people’s brands. It launched Liva, its first fully owned hair and scalp care line, designed to simplify a crowded category and meet consumers with clarity, empathy, and credible performance, right where the mass market moves fastest: Walmart.
March 11, 2026
On March 9, 2026, IBG introduced Liva, its first fully owned hair and scalp care brand, developed under the IBG Lab incubator. Liva debuts at Walmart in 700+ stores and on Walmart.com with five SKUs built to work solo or as a routine, each priced under $16.
Liva’s core move is tonal. Instead of treating scalp concerns as a dramatic before-and-after problem, the brand frames care as a long-term habit, something you return to during seasons that can feel physically and emotionally tender. IBG’s own language is telling: simplify complexity, support vulnerability, deliver performance you can trust.
The assortment is intentionally tight, which is part of the strategy. Liva launches with five products designed to be used individually or as a complete routine:
In a category that often sells complexity, Liva sells repeatability. The pricing reads like permission to stay consistent.
Premium Beauty News focuses on the launch and pricing, while Liva’s own site spotlights ingredient messaging on hero products, especially the serum. The Rejuvenating Scalp Serum is positioned around pumpkin seed extract, caffeine, and rosemary oil, with claims centered on supporting fuller-looking hair and improving the appearance of density over time.
Liva was developed under IBG Lab, designed by Centdegrés, and operated by the IBG Lab incubator team. IBG describes applying its full spectrum of capabilities, from strategy and formulation to logistics and go-to-market execution, to a brand it owns outright.
Business context matters, too. Premium Beauty News cites IBG at €355 million in 2025 revenue (about $420 million) with 13% year-over-year growth, plus a track record of launching other brands across thousands of doors. Liva is the moment that experience turns inward, into equity.
March 9, 2026 is the date IBG steps into authorship. Liva’s Walmart debut reads like a modern mass thesis: scalp care as wellness, priced for everyday life, designed to feel calm, and built by a company that knows exactly how products win on shelf.
