The variety of skin-care manufacturers with hair merchandise is rising, with accessible French skin-care model Typology newly bringing its ingredient-focused skincare to the hair class.
On June 28, the minimalist model launched a variety of hair and scalp merchandise on its DTC web site, tapping into the “skinification” of hair. Referred to as Racines, which implies “roots” in French, the brand new assortment options three scalp serums and two hair oils.
“We’ve been seeing the convergence of pores and skin and hair across the scalp space. That’s a world development,” mentioned Typology founder Ning Li. “What we’re proposing here’s a very focused resolution for a particular difficulty.” The model’s scalp serums are created to focus on itchiness, oiliness and hair loss. The hair oils embody a dry hair oil with acai and hibiscus and, for drier hair, a wealthy hair oil with pequi and argan. To drive the launch, it is going to be selling the class via its present social channels and tapping into its community of skin-care influencers for social promotions.
“We’re very ‘new youngsters on the block,’ particularly for this class. Our angle right here is working with an present community that we now have, that are extra skin-care influencers and skin-care specialists,” mentioned Li.
“It’s a brand new section for us, however it’s primarily based on a identified experience, as a result of the scalp is pores and skin,” mentioned Clara Croux, the chief of skincare ranges at Typology.
Typology’s worldwide counterparts, together with Canadian model The Odd and U.Okay. model The Inkey Record, have additionally made their method into the hair class. The Inkey Record launched a variety of hair and scalp oils and serums in October 2020, following The Odd’s foray into the class again in 2018. Moderately than providing typical hair merchandise, these manufacturers characteristic a variety of remedies aimed toward getting customers to increase their hair routine past shampoo and conditioner.
“Every class is extremely crowded. And if we’re going to enter a class, we should present one thing that’s not simply new, but in addition related to us,” mentioned Li.
Typology launched in the U.S. in February 2021. Past skincare, it has expanded into makeup-skin-care hybrid merchandise, and likewise lately added SPF to its lineup.
Whereas The Odd lately launched its anti-clean beauty campaign, Typology overtly highlights which components it avoids. For its new hair and scalp line, meaning no silicones or sulfates.
“We are likely to see extra formulation which are free from silicone and different polluting components,” mentioned Fatima Ndiaye, an R&D chemist and formulator at Typology. “We’ve been testing totally different emollients to seek out the suitable texture.”
In keeping with Croux, squalane, a well-liked skin-care ingredient, can function an alternative choice to silicone, as a result of it has a light-weight texture that “offers a shine with out [making] your hair extra heavy.”
Typology is offered completely by way of DTC, which has “been working extraordinarily nicely for us,” mentioned Li, who famous that the model plans to stay DTC-exclusive for “so long as doable.” It had additionally been contemplating a bodily retailer pre-pandemic, which has since been “deprioritized” as a result of shutdowns, mentioned Li.
DTC is “the perfect channel for us to protect the direct dialog with our buyer, which we worth,” he mentioned.