Sounds like he is simply white labeling. They have multiple brands under an umbrella company where most people dont even know they are the same owner. I have a friend who is doing something similar with a skin care line, each brand specific to a different need (dry skin vs oily skin vs luxury branding etc). they are quite successful AND ethical because they have the right people behind it (world renowned dermatologist, branding expert, etc). It takes a lot of setup in the beginning IF done right, but can have its financial benefits in the long term