NEW
YORK, July 9, 2024 /PRNewswire/ -- The team that
brought you MONDAY Haircare and Osāna Naturals is pleased to
announce the launch of being: a collection of
moisture-rich shampoos, conditioners, and treatments that
celebrates all hair types and needs. Exclusively available at
Walmart, being is the first brand distributed in
a mass retailer in the US that allows people with all hair
textures, types, and needs to buy from one brand, in one aisle, on
one shelf, at an accessible price point.
Currently, an overwhelming number of people are either
dissatisfied with their current hair care options, or unclear about
which products they should use to satisfy their needs. An
independent consumer study showed more than half of people surveyed
could not identify their hair type. Even more staggering was that
79% of respondents said it is difficult to find products tailored
for their specific hair type and needs.*
Luckily, being is here to help. From curly and
coarse to fine and flat, the brand's targeted formulas were created
to finesse and de-stress your hair exactly as it is, rather than
trying to make it something it's not. For its approach,
being was selected for Walmart Start, a beauty brand
accelerator program that sets emerging brands up for success with
the retailer.
being products address a wide range of consumer
needs by offering customized formulations based on hair type, to
better serve the particular needs of unique hair types. Each of the
five product families, tailored to cater to hair types from 1a to
4c, features naturally derived active ingredients that are proven
to drive results and resolve hair concerns. The high-performing
solutions contain ethically sourced ingredients that are gentle on
hair and planet, certified cruelty-free and Leaping Bunny
approved.
As a brand that prides itself on being community minded,
being was not only developed with trichologists, but with
the expert guidance of the brand's advisory board. The board
includes writer, beauty expert and Texture Diaries founder
Akili King; celebrity hairstylist
Alyx Liu; journalist and
founder/editor in chief of Cripple Media, Emily Flores; and beauty and lifestyle creator
Shahd Batal. The brand also tapped
celebrity hairstylist and visual artist Sky
Kim across its brand campaign and launch.
The brand has employed universal design applications in its
packaging from conception, such as a soft, easy-to-squeeze tube
that's ideal for one-handed use, as well as a lipped-lid design
that makes it easier for individuals with limited dexterity to open
the bottle. High contrast labels, large typography, and tactile
indicators on the bottles enhance accessibility for individuals
with visual impairments and colorblindness. For
being, true inclusivity means packaging that is
created as consciously as its formulas.
"We know haircare isn't one size fits all, and consumers deserve
more than a blanket approach to products, which often ignores a
myriad of hair types, textures and needs. With being,
we offer fun, effective, solution-based haircare for hair types 1a
to 4c, all under $7," explains
being Founder Jaimee
Lupton. "And while we were conscious of price accessibility,
we also focused on making our packaging more accessible, because we
don't want cost or usability to be hurdles for shoppers. At
being, we want everyone to feel welcome, celebrated
and seen."
being is the third brand to debut in the US at the
hands of Jaimee Lupton, an
Auckland, New Zealand-based beauty
entrepreneur. Lupton launched her first brand, MONDAY Haircare, in
February 2020 with the goal of making
premium-quality hair care more accessible. Four years later, MONDAY
has won several beauty awards, is stocked with more than 100
retailers in 65,000 doors across almost 40 countries and is ranked
as the #1 haircare brand on TikTok. Osāna Naturals, a range of skin
and hair care formulations featuring six functional fragrances,
landed in Target US and Walmart US in February of 2024.
being is available now at Walmart and on
Walmart.com. Follow being at
beinghaircare.com and via @beinghaircare on Instagram and
TikTok.
*From a consumer perception study of 4,264
respondents.
About MONDAY International Limited
With a cohort of
future-focused brands both in-market and in-development, MONDAY
International Limited is shaking up the status quo with modern and
relevant product offerings designed to excite customers based on
how they shop now. Thanks to a vertically integrated business model
that allows speed to market and an eye for identifying trends and
the 'white space' in categories, the company is intent on bringing
a premium approach to beauty at an accessible price point. With a
stable of new disruptive beauty and personal care brands—10 of
which will be in market in Australasia, the US, and beyond by
2025—the beauty vertical is set to achieve $300M USD in sales in 2024.
View original content to download
multimedia:https://www.prnewswire.com/news-releases/introducing-being-targeted-formulas-for-your-hair-type-302191380.html
SOURCE being