Olaplex is a revolutionary haircare brand that repairs and strengthens hair on a molecular level. Founded in 2014, Olaplex quickly became a global sensation with its patented bond-building technology that seeks out broken bonds in hair caused by chemical, heat, and mechanical damage. The brand offers a range of salon-quality treatments that are accessible for at-home use, including the popular No.3 Hair Perfector, No.8 Bond Intense Moisture Mask, and No.7 Bonding Oil.
INH Hair (Insert Name Here) offers a wide range of premium hair extensions, wigs, and styling tools, making it easy to achieve your dream hairstyle. Whether you’re looking for length, volume, or a complete hair transformation, INH has options that cater to every hair type and occasion.
The Grip Comb™ is a patent-pending, innovative styling tool designed by entrepreneur Sade, aiming to elevate the at-home silk press experience. This lightweight, double-coated carbon fiber attachment is built to withstand high heat, providing durability and comfort while allowing users to achieve smooth, straight hair effortlessly without burnt fingers. Launched in 2023, The Grip Comb™ reflects Sade’s dedication to creating practical solutions for common beauty challenges, making salon-quality results more accessible for users.
Gussi’s an innovative at home keratin-based smoothing treatment that leaves hair smoother, shinier and healthier than before. And, unlike many in-salon treatments, Gussi ditches the formaldehyde—a carcinogen that, if you can believe it, is found in most popular straighteners.
Overtone makes conditioner that colors your hair. Simple, right? Wash in bold color right from your shower in less than 15 minutes.
OUAI transforms your hair, body and lifestyle routines. Its award-winning products and signature scents created by celebrity stylist Jen Atkin.
Sugardoh is a freeing, at-home hair removal option for all-over grooming. No strips, sticks, warmers, or appointments needed.
Direct-to-consumer (D2C/DTC) hair care brands are innovative companies that sell hair care products directly to customers through online platforms, bypassing traditional retail intermediaries. This model enables brands to offer personalized experiences, detailed product information, and tailored recommendations. D2C hair care companies often focus on unique selling propositions like natural ingredients, custom formulations, and eco-friendly packaging.
They leverage social media, influencer partnerships, and digital marketing to engage with their audience, providing a more intimate and interactive shopping experience. Brands like Function of Beauty, Prose, and Ouai have become leaders in this space, celebrated for their commitment to customization, quality, and customer satisfaction.
Among the standout D2C hair care brands, Function of Beauty, Prose, and Ouai distinguish themselves through their innovative approaches and high customer satisfaction. Function of Beauty offers fully customizable shampoo and conditioner sets based on an individual's hair type, goals, and preferences, making each product as unique as the customer themselves. Prose takes customization a step further by incorporating lifestyle and environmental factors into its bespoke formulations.
Ouai, founded by celebrity hairstylist Jen Atkin, marries luxurious, efficacious products with a chic, minimalist aesthetic, appealing to those looking for both performance and style. These brands excel by not only meeting the diverse needs of their customers but also by fostering a sense of community and belonging through their products.
The D2C hair care category is currently experiencing several dynamic trends. Personalization continues to be a significant driver, with brands offering increasingly sophisticated customization options to cater to individual hair care needs and preferences.
Sustainability is another key trend, as consumers demand eco-friendly packaging, natural ingredients, and cruelty-free practices. Additionally, the integration of technology for enhanced customer experiences, such as virtual consultations and hair analysis tools, is on the rise. These trends reflect a growing consumer desire for products that are not only effective and tailored to their specific needs but also align with their values and lifestyle choices.
Everything you need to build a better D2C brand, business and tech stack.
