Freewill, a new customizable hair care brand created for hair cycles, is now available in Sally Beauty stores. This line was co-developed with Underlining.
Covering all categories including Scalp & Detox, Volume Boost, Smooth & Sleek, Repair Repair, Curl & Coil, Color Care, and Blonde Care, Freewill has 32 products at launch. It’s all part of Mindful At Sally, the beauty retailer’s range of products made with “sustainability first” and free of parabens, SLS/SLES and phthalates.
According to Underlining, the series is designed to encourage rotation through customized routines.
“We believe there is a demand for salon-quality products that give customers the freedom to customize their hair care routine to suit their hairstyle.We are truly thrilled to partner with Sally Beauty to develop Freewill. We’re honored and can’t wait for you to join the hair cycle revolution,” said Raz Romanescu, CEO and co-founder of Underlining.
Freewill’s Hair Routine Quiz and Online Consultation provides personalized product recommendations in easy-to-purchase bundles. Additionally, the brand offers guidance for adjusting hair care routines to suit changing seasons and environments, cycling hair care to reflect the dynamic nature of life and the unique beauty of each individual’s needs. It emphasizes the need to
The range will be sold online through freewillhair.com, in-store exclusively at Sally Beauty stores, and online through Sally Beauty, Amazon and TikTok shops.
“At Sally Beauty, we know firsthand the importance of high-quality hair care that provides personalized and easy routines,” said Marian Herskowitz, Group VP of Merchandising, Sally Beauty. “As hair cycling continues to grow in popularity, we are proud to be the exclusive distributor of such innovative products for all hair types and textures.”
Products range in price from $16.99 to $22.99.
