In developing its products, Being employed soft, easy-to-squeeze tubes for one-handed use and a lipped-lid design for easy opening.Being
Being is a new Walmart-exclusive hair care brand designed to deliver accessibly designed and priced care for all hair textures and types.
The brand, which comprises moisture-rich shampoos, conditioners and treatments, is the brainchild of Jaimee Lupton, the co-founder of Amazon favorite Monday Haircare and Osāna Naturals (launched in early 2024).
Osāna Naturals has retail reach in Target and Walmart, while Monday Haircare is reportedly set to generate 2024 sales of $300 million.
- Report: What Consumers Want from Hair Care in 2024
“We know hair care isn’t one size fits all, and consumers deserve more than a blanket approach to products, which often ignores a myriad of hair types, textures and needs,” says Lupton. “With Being, we offer fun, effective, solution-based hair care for hair types 1a to 4c, all under $7. And while we were conscious of price accessibility, we also focused on making our packaging more accessible, because we don’t want cost or usability to be hurdles for shoppers. At Being, we want everyone to feel welcome, celebrated and seen.”
Being’s Inclusive Hair Care
Being, which comprises moisture-rich shampoos, conditioners and treatments, is the brainchild of Jaimee Lupton, the co-founder of Amazon favorite Monday Haircare and Osāna Naturals (launched in early 2024).BeingAccording to Being, a survey of 4,264 consumers found that not only do more than 50% have no idea what type of hair they have, nearly 80% find it difficult to locate products designed for their hair needs/types.
These insights led to the creation of Being, which was incubated under the Walmart Start program for emerging brands.
(The 2024 cohort also included the experiential Sundae Body body care brand as well as hair tool brand Kazmaleje, clinically focused skin nutrition brand Current State, the keratin-focused hair care brand LatinUs Beauty, and high-performance and accessibly priced beauty brand Pretty Smart.)
Being’s cruelty-free and Leaping Bunny-approved SKUs are broken down into five product families for hair types 1a to 4c.
The products were developed in collaboration with advisors including:
- Texture Diaries founder Akili King
- celebrity hairstylist Alyx Liu
- Emily Flores, journalist and founder/editor in chief of Cripple Media
- beauty and lifestyle creator Shahd Batal
For its launch campaign, Being has partnered with celebrity hairstylist and visual artist Sky Kim.
Being’s Accessibly Designed Packaging
The brand has also been created using universal design principles for its packaging.
As previously noted by guest author Ti Chang, “Universal Design is not ‘design for all,’ as this is a recipe for disaster and suits no one. Instead, the ideas behind Universal Design, ranging from equity of use to tolerance for error, help lay out a guide for better overall design practices.”
In developing its products, Being employed soft, easy-to-squeeze tubes for one-handed use and a lipped-lid design for easy opening.
The tubes feature high-contrast labels, large typography and tactile indicators to accommodate those with visual impairments and colorblindness.
These indicators include stripes and circles to distinguish between shampoos and and conditioners, respectively. These tactile elements also reportedly improve the grip on the tubes to further enable easy opening.