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Form offers personalised haircare for curly-haired women

18.07.2017 Beauty : Haircare : Retail
Form by Walker & Company, California

California – The new line from Walker & Company comprises 10 products to optimise curls.

The brand, which creates prestige products for women of all hair textures, offers customers an initial consultation to establish which from the range are best suited to their hair type. The online form asks a series of questions, such as How often do you wash your hair? and What do you use to detangle your hair?, providing recommendations based on the answers.

For more in-depth analysis, Form also lets customers participate in its Hair Microscope Analysis Process, which will soon be available to sign up for on the company’s website, allowing individuals to send in a hair sample for testing, creating a personal regimen tailored to a specific curl type.

‘Since the company’s inception, we have been working to bring this collection to life as part of our commitment to making health and beauty simple for people of colour,’ says Tristan Walker, CEO of Form’s parent company Walker & Company Brands.

The Big Picture

  • Beauty brands are realising that their products must reflect the diversity of their customers. For more, see our Inclusive Beauty Market report
  • LS:N Global has been tracking the rise of Curl Power since 2015 as curl-orientated products have become established on the shelves of mainstream retailers