A New Era for Black-Owned Beauty Brands
In a groundbreaking partnership, CODB Holdings — the newly launched holding company led by Olamide Olowe, founder and CEO of Topicals, and Sochi Mbadugha, President of Topicals — has acquired Bread Beauty Supply, the cult-favorite haircare brand founded by Maeva Heim. This isn’t just a business transaction — it’s a culture-forward alignment aimed at building the future of inclusive beauty.
The Players: Who’s Behind the Deal
CODB Holdings: Beauty Meets Business Savvy
CODB (short for Cost of Doing Business) is a holding company born out of Topicals’ meteoric rise in the skincare world. With an eye on cultural impact and community empowerment, CODB is designed to scale and sustain Black-owned beauty brands, not just fund them.
Bread Beauty Supply: Haircare for the Culture
Bread Beauty is known for its minimalist, clean, and textured-hair-first approach. With a strong presence in Sephora and recent expansions into Ulta Beauty, Bread has carved out a niche as a Gen Z-loved, TikTok-viral favorite with real ingredient integrity.
Topicals’ Marketing Playbook — The Blueprint for Modern Beauty
One reason this acquisition is such a perfect fit? Topicals changed the game in beauty marketing. Under Olowe’s leadership, Topicals:
- Used meme marketing and authentic Gen Z humor to connect deeply with their audience
- Leveraged mental health advocacy as a core brand pillar, not just a campaign
- Prioritized data-backed influencer partnerships for real results over vanity metrics
- Built a cult community that feels like an insider club, not just consumers
“Topicals isn’t just skincare — it’s storytelling, it’s identity, it’s movement. And now that formula is being brought to Bread Beauty.”
Scaling Without Selling Out
Bread Beauty is staying true to its core. Founder Maeva Heim will now serve as Chief Creative Officer, ensuring the brand retains its voice and vision. CODB brings operational horsepower and strategic growth plans — but doesn’t dilute the cultural identity that made Bread a standout.
With Topicals’ proven ability to balance commerce with community, Bread is poised to scale without becoming just another beauty brand on a shelf.
The Mission — Redefining Ownership in Beauty
This venture is more than corporate synergy. It’s a reimagination of how brands can grow while remaining independent and Black-owned. At a time when DEI budgets are shrinking, this move proves that Black-led brands can win on their own terms.
“We don’t just want to survive — we have to win.” — Olamide Olowe
CODB’s long-term vision includes subsidizing marketing efforts for emerging brands and investing in culturally relevant infrastructure — think creative studios, content arms, and retail innovation powered by people who get it.
What’s Next: Bread x CODB Expansion Plans
- April 2025: Bread launches across all Ulta Beauty stores
- 2025+: Expansion to more Sephora shelves, powered by CODB strategy
- New creative campaigns, social storytelling, and potential product extensions
With the Topicals touch behind the scenes and Heim still steering the creative ship, the future of Bread looks beautifully bold.
Final Thoughts: Why This Is the Moment
The beauty industry has long underestimated the power of cultural nuance. But this partnership — anchored by Topicals’ marketing genius and Bread’s authentic brand voice — is redefining what ownership, growth, and longevity look like for Black-owned brands.
It’s not just a win. It’s a movement.
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