La Bella Beauty, Inc.

La Bella Beauty, Inc. is a hair and personal care products company targeting Hispanic consumers. Newhall Laboratories, the parent company, sells products primarily under the La Bella brand name in four categories; hair styling, skin care, shampoos and conditioners and bath care. La Bella and Newhall Laboratories are headquartered in Santa Clarita, California.

History

In 1976, Cuban immigrant Al Rodriguez founded a company called Golden Sun Inc./Newhall Laboratories. Golden Sun, Inc./Newhall Laboratories initially sold vitamins to independent [...] stores and health food stores as its main product service.

In 1988, Golden Sun formed La Bella Beauty, Inc. La Bella (Italian for “the beautiful one”) European Salon Formulas in professional sizes are sold in drugstores and beauty supply outlets throughout the United States. Because the words "La Bella" translates similarly in Spanish, the sales in areas with a high Hispanic concentration were double and triple of other markets where La Bella was looked upon as strictly a beauty item.

In June of 2007 the company went through a recapitalization, and controlling interest was acquired by Paralell Investment Partners based in Dallas Texas. In January of 2009, La Bella’s founder Al Rodriguez stepped down and handed over the reigns to Frank Loffa, who assumed the titles of CEO and President. In addition Thai Ngo was appointed CFO.

Spokespersons

Sissi (model) Fleitas, a Cuban model and co-host of Sábado Gigante on Univision, is the current spokesperson for La Bella Beauty Inc.
In 1992, A.C. Green of the Los Angeles Lakers was spokesperson for La Bella's African-American product line called Rebound Hair Care.