Our Corporate Family
Crave Theory — A Maison Ysaline Brand
Crave Theory is a modern hair care brand dedicated to helping people with damaged and broken hair achieve stronger, healthier-looking, more manageable hair through thoughtfully developed products and practical hair care solutions.
Crave Theory operates under Maison Ysaline, its parent company, and is affiliated with 66 Century Corporation, forming part of a broader organization focused on developing, managing, marketing, and growing quality consumer brands.
Our corporate structure gives Crave Theory the ability to maintain the personality, creativity, and specialized focus of an independent beauty brand while benefiting from the business experience, operational support, and long-term vision of a larger organization.
The Crave Theory Brand
Crave Theory was created around a simple belief: effective hair care should combine performance, education, and an enjoyable daily routine.
Our growing collection focuses on products designed to cleanse, condition, hydrate, protect, strengthen, repair, and improve the appearance and manageability of different hair types.
From shampoos and conditioners to leave-in treatments, serums, and specialized hair care solutions, Crave Theory is committed to helping customers build routines that address the everyday challenges associated with dry, damaged, chemically treated, color-treated, fragile, and over-processed hair.
Our goal extends beyond selling products. We want customers to better understand their hair, recognize what it needs, and develop consistent routines that can support healthier-looking hair over time.
Maison Ysaline — Our Parent Company
Maison Ysaline is the parent company of Crave Theory and serves as a platform for developing distinctive beauty, personal care, wellness, and lifestyle brands.
Maison Ysaline is built around the idea that everyday personal care can combine functionality, quality, sophistication, and an elevated customer experience.
Through Maison Ysaline, Crave Theory receives strategic brand support while continuing to develop its own identity within the professional and consumer hair care market.
The relationship allows Crave Theory to concentrate on what matters most to its customers: innovative hair care products, effective routines, education, and a consistently high standard of customer experience.
Affiliated With 66 Century Corporation
Maison Ysaline and Crave Theory are affiliated with 66 Century Corporation, a diversified organization with experience in business development, retail, wholesale, ecommerce, marketing, brand development, consulting, and growth strategy.
The affiliation provides access to broader commercial knowledge and infrastructure that can support areas such as:
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Ecommerce development and operations
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Retail and wholesale distribution
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Brand strategy and positioning
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Digital marketing and customer acquisition
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Supply-chain development
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Business consulting
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Sales strategy
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Strategic partnerships
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Market expansion
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Long-term brand development
This broader corporate relationship enables Crave Theory to pursue ambitious growth while maintaining the specialized focus expected from a modern hair care company.
Built for Customers. Positioned for Growth.
Crave Theory is being developed with both the individual customer and the professional beauty community in mind.
As the brand grows, our objective is to build relationships with consumers, hairstylists, salons, beauty professionals, retailers, distributors, affiliates, creators, and strategic partners who share our commitment to exceptional hair care experiences.
Our vision is to establish Crave Theory as a trusted hair care brand recognized for quality products, thoughtful formulations, effective routines, compelling education, and a strong relationship with the people who use and recommend our products.
One Organization. Distinctive Brands. Shared Standards.
Although Crave Theory, Maison Ysaline, and 66 Century Corporation serve different purposes within the organization, they share several fundamental principles:
Quality
We strive to offer products and experiences that customers are proud to incorporate into their lives.
Customer Experience
Every interaction with our brands should reinforce trust, professionalism, and care.
Innovation
We continually explore new products, ideas, technologies, and opportunities that can improve the customer experience.
Education
We believe informed customers make better choices, which is why education is an important part of the Crave Theory philosophy.
Growth
We are building brands designed not simply for today's marketplace, but for long-term development and expansion.
Partnership
We value strong relationships with customers, professionals, creators, retailers, distributors, suppliers, and business partners.
Our Corporate Structure
66 Century Corporation
Affiliated corporate organization providing broader business, strategic, commercial, and growth support.
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Maison Ysaline
Parent company and consumer brand development platform.
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Crave Theory
Specialized hair care brand focused on hair health, repair, hydration, protection, maintenance, and professional-quality hair care experiences.
Looking Ahead
Crave Theory represents an important part of Maison Ysaline's vision for building meaningful consumer brands.
Supported by Maison Ysaline and its affiliation with 66 Century Corporation, Crave Theory is positioned to expand its product portfolio, strengthen its ecommerce presence, develop professional and retail partnerships, grow its affiliate and creator network, and introduce the brand to customers across the United States and beyond.
We are building more than a collection of hair products.
We are building a hair care brand designed to become part of the way people care for, understand, protect, and celebrate their hair.
Crave Theory
A Maison Ysaline Brand
Affiliated with 66 Century Corporation