Miami-based beauty developer Underlining has introduced its latest haircare innovation, Freewill, in partnership with Sally Beauty. This new customizable brand, launched on August 1, is designed to cater to the growing hair cycling trend. Freewill offers salon-quality products with clean, eco-friendly ingredients, now available in over 2,700 Sally Beauty stores across the country.
Freewill’s product lineup features eight distinct collections, totaling 32 products, all tailored for hair cycling. The brand’s customizable approach allows consumers to rotate different products based on their hair’s changing needs, similar to how skincare routines are personalized. Raz Romanescu, CEO and Co-Founder of Underlining, explained that hair cycling is about giving your hair the right care at the right time, promoting overall health and vitality.
The trend of hair cycling aligns with the broader ‘skinification of hair’ movement. More consumers are now treating their scalp and hair with the same care typically reserved for skincare, reflecting a shift towards more holistic and individualized beauty routines. Freewill’s products cater to this demand, offering the flexibility to adapt haircare routines as needed.
Inspiration and Market Positioning
Freewill was born from the idea that hair care shouldn’t be one-size-fits-all. Romanescu emphasized that the brand’s focus on personalization is what sets it apart. By offering customizable solutions, Freewill allows users to adapt their routines through hair cycling, giving their hair exactly what it needs when it needs it.
Romanescu also highlighted Freewill’s commitment to high-quality, eco-friendly ingredients, which further distinguishes the brand. The collaboration with Sally Beauty, a company with over 60 years of beauty education and expertise, played a crucial role in shaping Freewill’s offerings to resonate with consumers.
Meeting Consumer Demand & Addressing Industry Trends
As personalized haircare and the ‘skinification’ of beauty products gain popularity, Freewill is well-positioned to capitalize on these trends. Consumers are increasingly looking for products that address both immediate concerns and the long-term health of their hair and scalp. Freewill aims to meet these needs with a diverse range of products that address various hair concerns.
Responding to the Shift Toward Clean Beauty
Freewill also addresses the growing consumer demand for clean beauty products. With a heightened awareness of the potential risks of harsh chemicals, many consumers are prioritizing brands that offer transparent, non-toxic formulations. Freewill’s use of eco-friendly ingredients aligns with this shift, appealing to those who care about both the effectiveness and the environmental impact of their products.
Research and Development
The development process for Freewill was meticulous, spanning over a year to ensure the highest quality and affordability. Extensive testing was conducted to meet the stringent standards set by both Freewill and Sally Beauty. Despite challenges in perfecting clean formulations and ensuring product effectiveness, the collaboration between the two companies proved to be a significant strength, resulting in a powerful synergy that delivered an impressive hair-cycling product line.
Customization and Consumer Experience
A key feature of Freewill is its customization process. Consumers begin by taking a quiz that gathers information on their hair type, concerns, and lifestyle. This data helps recommend the best products, ensuring a personalized experience tailored to each user’s unique hair needs. This approach not only enhances the consumer experience but also fosters brand loyalty by delivering results that meet individual expectations.
Future Outlook
Looking ahead, Romanescu anticipates that the trends of hair cycling and the ‘skinification of hair’ will continue to evolve. Freewill is committed to staying ahead of these trends, continually offering innovative products that meet the changing needs of consumers. By focusing on customization, clean beauty, and holistic hair care, Freewill is well-positioned to cater to the demands of the modern consumer.