# PJ Brice

> PJ Brice is a Los Angeles-based consumer products entrepreneur and co-founder of Beach House Group, publicly listed as its CEO. Previously president of Allegro, he co-founded Cheeky in 2014, pairing tableware sales with meal-supporting donations. His work connects product development, retail partnerships, brand operations and investment in beauty and lifestyle businesses.

- **Role:** Co-Founder and CEO at Beach House Group (listed by public business directories; current company leadership page does not list Brice)
- **Organizations:** Beach House Group, Beach House Ventures, Cheeky, Allegro, Conair, No Kid Hungry, Los Angeles Regional Food Bank
- **Nationality:** British
- **Known for:** Co-founded Cheeky, whose November 2014 launch paired tableware purchases with donations supporting meals., Cheeky reported 250,000 meals supported in its first month and 16 million through partnerships by March 2018., Co-founded Beach House Group and helped establish its consumer brand incubation platform.

## Career timeline

- **2007** — Conair acquired Allegro, the cosmetic and travel bag business where Brice served as president.
- **2013** — A Jeff Bridges concert in Santa Barbara helped inspire his interest in a business supporting hunger relief.
- **2014** — Left Conair and co-founded Cheeky; its tableware launched at Target in November.
- **2015** — Cheeky supported the Spoontember campaign with approximately 100,000 orange spoons for food banks.
- **2016** — Public business profiles date his Beach House Group role to January 2016; some later accounts date the Neff-Brice venture to 2018.
- **2017** — Cheeky expanded into reusable outdoor mealtime products with Cheeky Go.
- **2018** — Cheeky reported 16 million meals generated through its nonprofit partnerships; BÉIS launched with Shay Mitchell through Beach House Group.
- **2023** — Beach House Ventures launched to invest in and support early-stage beauty and lifestyle brands.
- **2024** — Beach House Group launched fragrance brand NOYZ.
- **2026** — Samsonite completed its acquisition of Beach House Group-incubated BÉIS on October 1.

## Achievements

- Co-founded Cheeky, whose November 2014 launch paired tableware purchases with donations supporting meals.
- Cheeky reported 250,000 meals supported in its first month and 16 million through partnerships by March 2018.
- Co-founded Beach House Group and helped establish its consumer brand incubation platform.
- Participated in the 2023 launch of Beach House Ventures.
- Listed on No Kid Hungry’s leadership website and the Los Angeles Regional Food Bank’s 2016 board roster.

## Latest updates

- **2026-10** — Samsonite announced the completed acquisition of BÉIS on October 1; Beach House Group had announced it would sell its full 70% holding in the transaction.
- **2026-08** — Brice publicly congratulated Shay Mitchell, Adeela Hussain Johnson and the BÉIS team on the announced Samsonite agreement; the agreement was announced in August.
- **2026-05** — The Talent Studios announced Fadi Sayegh’s appointment as Beach House Group president and primary operating leader.

## Links

- Website: https://www.beachhousegrp.com/
- LinkedIn: https://www.linkedin.com/in/pj-brice-a330774
- Instagram: https://www.instagram.com/pj_brice/

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Profile page: https://yespress.io/pj-brice
Published by YesPress — https://yespress.io
Last updated: 2026-10-09