The skin care products industry has reached unprecedented levels of popularity and sales in recent years, knock down makeup sales along the way, largely towards a less than glamorous concept: routine.
From beauty blogs to Reddit, skincare freaks accurately share ideal, daily (and often twice-daily) skincare routines, incorporating anywhere from simple cleanser and moisturizer to more. ‘half a dozen products to maintain healthy skin.
Harry’s Labs, the innovation group of Harry’s Inc., a popular brand of men’s personal care, grooming and shaving products, is embracing this mindset that has worked so well for skincare brands and increasing the focus. in hair care with the launch of Headquarters, a hair care brand obsessed with the roots of the same experts behind women’s body care brand Flamingo.
“The idea for the head office arose out of team discussions about hair care and products that, as consumers, we thought were lacking in the market,” said Lee Lenox, CEO of the head office. “A lot of us, including me, are very committed to facials and body care. And yet, we’ve had a hard time finding a set of products that treat the skin on your head in the same way. “
The new brand enters the $ 9 billion hair care market with a two-pronged approach based on routine and root fundamentals.
“All of our routines have been turned upside down over the past year. We’re spending more time at home and re-examining what behaviors make us feel best, ”says Lenox. “In 2020, in beauty, skin care products topped makeup sales for the first time. In the field of fitness, we have adopted regular leisure walks instead of trendy fitness classes. And in the food realm, everyday comfort food has grown in popularity as Instagram fads faded.
Even before the pandemic, however, Lenox says women were adopting new routines that focused less on superficial aesthetics and more on fundamentals of health and wellness. “In many ways, routines can help you find balance and comfort in times of uncertainty. Rituals can be a great way to mentally prepare for the day ahead, or to kick back and relax.
Headquarters is a four-step routine designed to manage and balance hydration, specifically targeting the part of our skin all too often overlooked: the scalp.
“As we started to dig deeper into the category and with consumers, we realized that there was a real need for an affordable product set that focused on your scalp health and less. on temporary solutions, ”explains Lenox. “The hair care industry often focuses on superficial solutions or scalp products based on problem / solution offerings. Women craved products that simply gave them healthier, more reliable hair they could depend on. By creating products that work best for the foundation of your hair, which is your roots and scalp, we aim to create the optimal environment for better hair health. “
The products are believed to be rich in nutrients that infuse the scalp with vitamins and minerals to optimize scalp health, build strong roots, and promote long-term hair health. “Each seat product formulation has been carefully designed using scientific ingredients created for specific scalp types: dry, balanced and oily,” says Lenox. “Our research and development team – the same experts behind Flamingo and Harry’s skincare products who have decades of experience – have applied their expertise to creating product families for the head office, carrying out studies consumption and the performance of clinical tests. All of our products are free of sulfates, silicones, dyes or desiccating alcohols, as we know these ingredients can often cause build-up and / or dry out, strip or damage hair. “
The Dry family of products (exfoliating mask, cleansing shampoo, hydrating conditioner and nourishing lotion) provide extra hydration with an additional infusion of soothing nutrients for the dry scalp and roots. The Balanced family of products (exfoliating polish, cleansing shampoo, hydrating conditioner and nourishing serum) provide energizing nutrients to keep the scalp and roots well balanced. And the Oily family of products (Exfoliating Scrub, Cleansing Shampoo, Hydrating Conditioner, and Nourishing Mist) clarifies excess oils and adds infusions of nutrients needed for a healthy scalp and roots.
Each product costs $ 7.50 and can be purchased separately or as part of a routine set. The head office says it will also donate 1% of all sales to local organizations committed to supporting women and their mental health. The seat will be available for purchase online and through Walmart (in store and online) from January 26.
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