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Sold inside Sally Beauty shops and online, it offers consumers guidance on adjusting their haircare routines for seasonal and environmental changes.
August 5, 2024
By: Christine Esposito
Freewill, a new customizable haircare brand crafted for hair cycling, has arrived at Sally Beauty stores. The line was co-developed with Underlining.
Covering all categories including Scalp & Detox, Volume Boost, Smooth & Sleek, Restorative Repair, Curls & Coils, Color Care and Blonde Care, Freewill spans 32 products at launch. All are part of Mindful At Sally, the beauty retailer’s suite of products that put “sustainability first” and are made without parabens, SLS/SLES and phthalates.
The range is designed to encourage rotation through tailored routines, according to Underlining.
“We’re confident that there is appetite for salon-quality products that give the customer the autonomy to customize their haircare routine depending on their personal hair journey. Developing Freewill in partnership with Sally Beauty has truly been an honor and we can’t wait for everyone to join the hair cycling revolution,” said Raz Romanescu, CEO and co-founder of Underlining.
Freewill’s Hair Routine Quiz and online consultation delivers a personalized recommendation of products in easy-to-shop bundles. Additionally, the brand offers guidance on adjusting haircare routines for seasonal and environmental changes, emphasizing that haircare should be cycled to reflect the dynamic nature of life and the unique beauty of each individual’s needs.
The range is being sold online via freewillhair.com and in-store exclusively at Sally Beauty locations and online through Sally Beauty, Amazon and TikTok Shop.
“At Sally Beauty, we know first-hand the importance of quality haircare that offers personalized, easy-to-follow routines,” said Maryann Herskowitz, group VP of Sally Beauty merchandising. “As hair cycling continues to gain popularity, we are proud to be the exclusive retailer for such an innovative product for all hair types and textures.”
The products range in price from $16.99 to $22.99.
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