NEW PRODUCTS

The Doux

Founded by Maya Smith, a licensed cosmetologist, The Doux has the best-selling, Blackowned mousse brand at Target–Mousse Def. The one-product styler has quadrupled in sales over the past four years and sold more than half a million units. Mousse Def retails for $14.99 and is sold at Target, Sally Beauty and Walmart.com

Kiss Colors & Care Kiss launched a styling collection to transform the protective hair styling experience by providing a versatile collection of nourishing, scalp-friendly products infused with organic Jamaican black castor oil, peppermint oil, rosemary oil and biotin B7. The collection includes edge control, new edge wax sticks, braid, loc and twist gels, foam mousse and braid sheen refresher spray.

The collection is available at KISScolors.com, Walmart, Amazon and select CVS stores and retails between $1.09 to $50 for a styling tool.

Industry leaders are working hard to change those metrics. Retailers are getting high marks for recent efforts they have made to gear up for consumers of all ethnicities, skin tones, hair types and genders.

Walmart’s Start program, Target Start Up and Ulta Beauty help incubate brands founded by BIPOC entrepreneurs. Walgreens revamped its hair care department in the past two years to have liquid products suited for textured hair as well as hair accessories. CVS added a host of Black-owned brands over the past year and nearly 200 items from existing Black-owned brands.

Retailers realize they need more than just shampoos and conditioners. That has boosted demand for items from Firstline, which offers brushes and combs, sleep caps and styling accessories. Mass marketers are also adding more brands curated by Latinx and Asian American Pacific Islanders.

The opportunities to expand brands created by BIPOC founders are rooted in the fact that many of these launches are clean and solve specific issues even beyond hair. dsn

Goody Tru

The Goody Tru x Reyna Noriega, Goody Tru x Hola Lou and Goody Tru x Let It Happen launched in February 2023 priced between $3.98 to $11.98 and are sold exclusively at 3,000-plus Walmart stores and Walmart.com.

Camille Rose Rosemary Oil

Camille Rose launched a vegan hair care collection made to stop breakage, strengthen strands and promote healthy hair growth for all textures. The collection ranges from $9.99 to $14.99.

Mane ‘N Tail Curls Day

Mane ‘N Tail is a brand that appeals to all consumers with textured hair. Curls Day is a new collection featuring 11 natural ingredients including biotin, rooibos and coconut oils. It sells for $11.99 to $43.99.