Brands – Fundamental Brands

Where Promising Products Become Fundamental Brands

Fundamental Brands is curating and scaling a portfolio of best-in-class consumer companies across beauty, fragrance, personal care, and private label.
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Each brand retains its unique identity while gaining access to the capital, expertise, distribution and resources that unlock its full potential. Together, our portfolio grows stronger, creating enduring value and consumer trust.

Portfolio Overview

Private Label

CVS’s private-label brands offer a comprehensive lineup of everyday essentials designed to enhance quality perception, support competitive pricing, and accelerate profitable growth.

Fundamental Brands is delivering formulation and manufacturing excellence across key items in this portfolio, reinforcing CVS’s brand equity while building a platform for accelerated product innovation and long-term growth.

The Fundamentals of Brand Growth

Brands under our portfolio gain:

Strategic Capital

Capital structured to accelerate growth while preserving the founder’s vision.

Operational Expertise

Hands-on support in manufacturing, marketing, and accounting that removes barriers to scale.

Expanded Market Reach

From retail shelves to Amazon and international distribution, we put brands everywhere our consumers are.

Product Innovation

Fueling product innovation with R&D and foresight to stay ahead of what consumers want.

Portfolio Synergy

Cross-pollination, shared resources, and collaboration fuel collective growth.

R&D and Manufacturing

Fundamental Brands is committed to product formulation and scalability, innovative research and development, and speed to market to fit each brand's unique growing demands.

This includes its own

Fundamental Research & Development Facility - Memphis, TN
(Planned Vertical Integration for Manufacturing)

Fundamental Brands has solid, flexible relationships with three manufacturers:

Cosmetic Solutions - Boca Raton, Fl
Ouachita Contract Manufacturing - Monroe, LA
Next Level Beauty - Boca Raton, FL