brand-led
story-driven
built for what’s next

We are BAI
Beauty Alliance International

Rooted in decades of formulation and manufacturing know-how, our story begins in the UK, with a heritage that stretches back to 1896. What started as a personal care manufacturer has become a foundation for building brands with purpose and precision.

BAI is the next chapter. We build and distribute thoughtful beauty, hair, and wellness brands — and we offer white labelling and brand development services for those who want something made with care, intention, and identity.

We believe in the power of brand storytelling — in creating more than just products, but brands that connect, endure, and evolve.

We partner with people and companies that value quality, creativity and sustainable growth. And we grow alongside them.

We are BAI. Brand-led. Story-driven. Built for what’s next.

We believe in the power of brand storytelling in creating more than just products, but brands that connect, endure, and evolve.

our headline brands

additional brands

White-labelling with Beauty Alliance International

At BAI, white-labelling is more than placing a name on a product — it’s about building something authentic to your brand. With roots stretching back to 1896 through Richards & Appleby, we bring generations of expertise in formulation, product development, and manufacturing.

We’ve partnered with all major UK retailers — from Boots, Waitrose, and Superdrug — through to boutique names like Somerset Toiletries, Cath Kidston, Joan Collins and Mark Wright. That experience allows us to deliver both at scale and with care, adapting to the needs of brands at every stage.

In collaboration with Amirose PLC, we offer large-scale contract manufacturing, while our in-house facilities deliver flexible whitelabel and private label solutions across skincare, haircare, bodycare, and wellness. From concept to shelf, we provide formulation, packaging, compliance, and logistics — all backed by trusted UK standards.

With 3PL and brand incubation services, BAI is a complete partner for ambitious brands ready to launch or grow.

blog

The Future of Professional Beauty

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The beauty industry thrives on evolution. Every year brings new influences, new expectations, and new opportunities for salons and spas to reimagine what they offer…

Read More

Why We Chose BioBalance

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At Beauty Alliance International, we believe the brands you invite into your daily rituals should do more than sit pretty on the bathroom shelf. They…

Read More

get in touch

telephone

01685 843384

email

hello@wearebai.com

Contact Form - WEAREBAI

Pevonia is a world-leading professional skincare brand, trusted by professionals and chosen by consumers for over 30 years. Born in the spa, it pioneered the first cruelty-free professional skincare line, blending high-performance natural ingredients with advanced scientific formulations to deliver proven, visible results. Offering a complete range of face, body, and targeted solutions, Pevonia provides tailored care for every skin concern.

Today, it is the preferred brand in elite spas—including Banyan Tree, Four Seasons, Hyatt, and Sandals resorts—while also available direct to consumers in more than 100 countries. Pevonia continues to embody wellness, innovation, and professional excellence.

Visit the Pevonia website

The Hair Movement is a values-driven professional haircare brand, created by stylists to deliver exceptional results with integrity. Rooted in a commitment to clean beauty and sustainability, the brand blends high-performance formulations with carefully selected ingredients that care for both hair and the planet.

Designed to meet diverse hair needs, The Hair Movement offers solutions that restore strength, shine, and manageability while always focusing on the hair’s internal health. Each product is crafted for professionals and consumers alike, embodying performance, responsibility, and lasting hair wellness.

Visit The Hair Movement website

Nicky Clarke stands as one of Britain’s most iconic hairdressing names and tool brands, celebrated for creativity, innovation, and professional excellence. Built on a legacy shaped by styling some of the world’s most recognisable figures — including Princess Diana, David Bowie, Naomi Campbell, Gwyneth Paltrow, Brad Pitt, and Donatella Versace — the brand embodies artistry and influence that continues to inspire.

Today, Nicky Clarke tools carry forward this spirit, combining precision, performance, and timeless style with forward-thinking innovation, ensuring the brand remains a world-renowned symbol of effortless glamour for generations to come.

Visit the Nicky Clarke website

Julienne is a leading name in brow and lash tinting, recognised for delivering consistent colour, reliable formulations and professional performance. Trusted by professionals and embraced by consumers worldwide, the brand blends salon expertise with easy, effective application.

With innovation at its core, Julienne continues to meet the needs of modern beauty routines with vegan, cruelty-free formulations. Its reputation for dependable results makes it a go-to choice across professional and consumer markets. Defined, lasting results keep Julienne at the forefront of brow and lash care.

Visit the Julienne website

BioBalance creates a bridge between science and nature, offering advanced skin and hair solutions that restore harmony and promote lasting wellness. Rooted in botanical wisdom and supported by scientific research, the brand develops clean, high-performance formulas designed for every stage of life. From youthful complexions to mature care, BioBalance supports natural beauty across all ages.

Each product is dermatologically tested and crafted with proven ingredients, delivering visible, real-world results while staying true to the brand’s commitment to safety, efficacy, and wellbeing.

Visit the BioBalance website

Basicare is a global beauty brand recognised for its wide range of precision tools and accessories. Designed with quality and everyday practicality in mind, Basicare products bridge the gap between professional standards and consumer needs. With a focus on innovation, usability, and dependable performance, the brand has become a trusted choice for grooming and beauty routines worldwide.

From detail to durability, Basicare continues to set benchmarks in delivering tools that support confidence, care, and style.

Visit the Basicare website