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Diving overview:
Being, a hair care brand for all hair types and textures, launched on Tuesday, according to a press release. The brand is part of the Monday International Limited cohort and debuted exclusively at Walmart. Being offers shampoos, conditioners, and hair treatments customized based on your hair type, all for under $7. Products are available for purchase online and in stores. Being has been selected for Walmart’s Mentorship and Accelerator Program for Emerging Beauty Brands. Walmart Start gave brands the opportunity to launch in retail stores.
Dive Insight:
They say they want to meet customers’ hair care needs and make it clear which products they should use for their hair type and why. The brand conducted its own research and found that more than half of those surveyed were unable to identify their hair type. 79% reported difficulty finding products that fit their hair type and needs.
This is founder Jamie Lupton’s third brand to debut in the United States. The New Zealand entrepreneur launched her first brand, Monday Haircare, in February 2020. Osana Naturals, a skin, hair and fragrance brand, entered Targets and Walmart in the US in February.
In developing Being, Lupton said in a statement, “We didn’t want cost or ease of use to be a hurdle for shoppers,” according to the release. Conscious of price and package accessibility, Lupton said, “At Being, we want everyone to feel welcomed, celebrated, and noticed.”
In keeping with its inclusive brand image, Being creates products for universal design applications, including soft squeeze tubes for one-handed use and lipped lid designs for customers with limited dexterity .
“For Being, true inclusivity means packaging that is as consciously crafted as its formulation,” the brand said in a release. For those with visual impairments or color blindness, the bottles incorporate high-contrast labels, large typography, and tactile indicators.
The brand also said it uses ethically sourced natural ingredients. Being is not tested on animals and is Leaping Bunny certified.
Being was developed with trichologists alongside the brand’s advisory board of diverse leaders in hair care and beauty. The board of directors consists of Akili King, beauty expert and founder of Texture Diaries; Celebrity hairstylist Alix Liu. Cripple Media founder and editor-in-chief Emily Flores and lifestyle creator Shahad Battar. The brand has partnered with celebrity hairstylist and artist Sky Kim for the brand’s campaign and launch.
Monday International Limited reported expectations to end 2024 with sales of $300 million across its 10 personal care brands in the U.S. and Australian markets.
Customized hair care, like all personalization, is a trend for beauty brands that aim to cater to every customer. Brands like personalized skin care brand Curology and personalized hair care brand Function of Beauty are expanding to retailers like Amazon, Sephora, and Target.
Earlier this year, personalized skin care brand Curology entered the hair category with prescription hair growth treatments. Additionally, Oddity launched her own personalized skin and hair care brand, SpoiledChild, in 2022.
Additionally, Perfect Corp, a beauty tech brand using AI and AR, has released a hair identification tool for personalization. Powered by AI, the company’s technology can show a customer’s hair texture, thickness, and curl pattern in seconds, allowing brands to offer personalized advice online and in-store.
