Imbue partners with Target to expand 3A-4C hair care collection to US
02 Feb 2022 --- UK-based haircare brand Imbue is expanding to the US and will feature its natural hair product line, including styling products in Target retail stores and online nationwide. As Imbue has already established its offerings in the UK, this move will enable the brand to continue “empowering” the natural hair community.
“Our brand was launched in 2020 in the UK and we wanted to continue being present for curly-hair people worldwide. Building on the success we are having in the UK, the US being the country with the largest curly-hair group focusing our efforts in this market felt right for us,” a spokesperson from Imbue tells PersonalCareInsights.
“We expect the US to be the largest market in 2022 for our brand. However, to date, the key markets have been the UK, South Africa and Germany.”
“At Imbue, we develop clean and effective formulas for the curly hair community, and we’re excited for this partnership with Target to expand our audience and present a more engaging way for us to connect with our consumers,” says Anne-Claire Ahouangonou, brand and marketing director at Imbue.
Imbue offers a line of hair care and styling products aimed at the curly, coily, 3A-4C hair group, “which has been historically underserved in the industry.”
Addressing “unmet beauty demands”
Imbue’s haircare line addresses the “unmet beauty demands” of curly, coily and tight, textured hair. Imbue will broaden with this expanded presence in Target physical and mortar retail shops, allowing everyone to embrace curls from wash hair day through protective styles, wigs and weaves.
“As the future of the beauty and the haircare industry is evolving toward more and more diversity and inclusion, we think that new narratives will be created around curly hair, with the wider audience discovering how versatile curly, textured hair can be,” Imbue’s spokesperson adds.
Previously, haircare brand SheaMoisture noted that consumers with hair types ranging from 3B to 4C require moisture-retaining solutions. Also, all SheaMoisture products are made with “culturally relevant” natural ingredients that have been to benefit the health of curls, coils, and scalp.
A four-step curly hair regimen
The complete Imbue collection features a four-step curly hair regimen with innovative, clean, vegan formulas to cleanse, condition, and style while locking in moisture.
The brand offers a Curl Liberating sulfate-free shampoo and a Coil Awakening sulfate-free cream cleanser for hair cleansing. The two products lift product build-up without stripping the hair as they do not contain sulfate.
The entire Imbue range includes a four-step curly hair routine (Credit: Imbue).
The conditioning step includes a Curl Respecting conditioner and a Coil Rejoicing leave-in conditioner that hydrate and detangles curls and coils.
Imbue’s next step in the regimen for curl definition is to style hair. The brand has a Curl Empowering Crème gel and a Curl Inspiring Conditioning leave-in spray. Lastly, to “lock-in” the style, the brand offers a Curl Defending Heat Protection mist and a Curl Energising Hydration serum. The two products protect against environmental aggressors and heat damage, and hydrating hair, respectively.
All of the products are in recyclable packaging and feature ingredients that moisturize and hydrate hair, such as coconut oil, avocado oil, and Cupuaçu seed butter.
To provide curly-haired consumers confidence in styling their curls, Imbue creates high-quality innovations that are gentle on the environment. According to the brand, it is “on a mission to break the negative stigma of caring for curls.”
Yesterday, hair wellness brand Vegamour partnered with a dietician, dermatologist and hairstylist to improve hair wellness education.
By Nicole Kerr
