After a decade in business, detergent-free hair care brand Hairstory has scored a major retail partnership.
The hair care brand, founded in 2015, will launch exclusively in 370 Ulta Beauty stores and Ulta.com on April 5.
The rollout will be led by Hairstory’s hero product, New Wash — a detergent-free cleansing cream, with the brand selling over 2 million units since its inception.
Hairstory’s chief executive officer Dina Rosenbloom said: “Launching into Ulta Beauty is a significant step for our brand, as it increases accessibility for existing and prospective customers. We’re on a mission to change the way people wash and care for their hair and scalp and we want to empower customers with a better, healthier alternative to excessive regimes and over-consumption. Our ‘New Wash’ hair cleanser is not a shampoo, not a conditioner, and not a mask, but does the triple duty of all three combined in one single step.”
She added that the brand will explore opportunities available within Ulta Beauty’s in-store salons.
Prior to the Ulta launch, Hairstory’s products have mainly been sold on a commission basis from partnering hairdressers, as well as directly through its website, and on Amazon.
Shianna Davey, Ulta’s vice president of merchandising, said: “Ulta Beauty has been redefining the beauty retail beauty space since Day One, and we’re intentional about partnering with brands that reflect our commitment to innovation, accessibility and efficacious solutions. Our goal is to connect our guests with brands that thoughtfully evolve the industry, and Hairstory is a natural fit. The brand has played an important role in popularizing the cleansing cream approach to hair care, offering a modern alternative to traditional routines.
“Hairstory’s low-maintenance, high-impact philosophy resonates with anyone seeking healthier hair without compromise, and we’re excited to introduce its transformative products to our Ulta Beauty community.”
Alongside the launch of Hairstory into Ulta Beauty, New Wash hair cleanser is also being made available in a fragrance-free variant on March 16, priced at $48. According to the brand, it offers the same performance and benefits of its original formula, just without added fragrance.
In 2021, Hairstory received a minority investment from growth equity firm Summit Partners. Financial terms of the deal were not disclosed, although industry sources at the time said the investment reached an estimated $30 million.
