New York – SheaMoisture has launched a new beauty range that is designed to be mixed at home.
Made using all-natural ingredients, products in the Beauty Hack range feature a fragrance-free base onto which consumers add their desired enriching booster oil and perfume.
The DIY aspect of Beauty Hack enables consumers to tailor the products to suit their specific hair and skin type and address their particular beauty concerns. By mixing the product themselves, users know exactly what has gone into it, and ensure that the ingredients are at their most potent.
‘We listen to our community and develop new formulations based on individual needs,’ says Richelieu Dennis, founder and CEO of Sundial Brands, which manufactures SheaMoisture. ‘We discovered that consumers want simplicity, transparency and a personalised approach – products that address their specific hair and skin type and concerns.’
Buying habits in the beauty sector continue to mirror those in the natural food market as beauty consumers increasingly seek out fresh, highly potent ingredients. To find out more, read our Fresh Batch Beauty microtrend.