Hairstory Makes Brick-and-Mortar Debut at Ulta

Hairstory – known for its lather-less shampoo – has entered 370 Ulta Beauty stores across the nation.

Leading the April 5 rollout is the 11-year-old haircare brand’s hero product, New Wash. The detergent-free cleansing cream, non-foaming formula removes impurities with essential oils and fatty alcohols (it clings only to the gunk that doesn’t belong – oil, dirt and buildup – and leaves the scalp undisturbed.)
Created in collaboration with hairdressers, New Wash works for all hair types to cleanse, condition, balance the scalp and protect color without stripping or over-washing.

“Launching into Ulta Beauty is a significant step for our brand, as it increases accessibility for existing and prospective customers,” said Hairstory’s CEO Dina Rosenbloom. “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.”

Officials say Hairstory‘s New Wash acts as a hair cleanser, conditioner, and hair mask all in a single step.

“We’re thrilled that the ‘hair cleanser’ category is gaining traction,” said Rosenbloom, adding that the hair care brand’s excitability to explore opportunities available within Ulta Beauty’s in-store salons.

Rewriting Hair Stories

Since inception in 2015, Hairstory has reportedly sold over 2 million units of its New Wash and “rewritten the hair stories” of almost 1 million customers, according to brand officials. It will also support Hairstory in achieving its goal of gaining over 500,000 new customers before 2030, while continuing to invest in its 5,000-strong hairdresser network.

Such in-store salons offer prospective education opportunities, allowing guests to learn more about New Wash and the wider product range, enabling the consumer to “do more with less.”