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Freewill’s Hair Routine Quiz and Consultation on its website helps shoppers identified their ideal routines based on goals and concerns based on seasonal and environmental changes.FreewillFreewill is a customizable hair care brand built around the concept of hair cycling, a hair/scalp wellness ritual inspired by skin cycling, which advocates for rotating different types of products on different days for optimal results.
- Consumer data: Top Hair Care Concerns & Brands of 2024
Freewill: a Co-developed Concept
“At Sally Beauty, we know first-hand the importance of quality haircare that offers personalized, easy-to-follow routines,” says Maryann Herskowitz, group vice president of Sally Beauty merchandising. “As hair cycling continues to gain popularity, we are proud to be the exclusive retailer for such an innovative product for all hair types and textures.”FreewillThe brand is the brain child of Underlining, the incubator behind Nailboo, Hide and TatBrow, and was co-developed with Sally Beauty.Freewill is debuting at more than 3,000 Sally Beauty locations and will be sold online through Sally Beauty, Amazon and TikTok Shop.The brand comprises 32 products ($16.99-22.99) across the following ranges:
- Scalp & Detox
- Volume Boost
- Smooth & Sleek
- Restorative Repair
- Curls & Coils
- Color Care
- Blonde Care
Freewill’s Hair Routine Quiz and Consultation on its website helps shoppers identified their ideal routines based on goals and concerns based on seasonal and environmental changes.
All are compliant with Sally Beauty’s Mindful At Sally program, which highlights brands that prioritize sustainability and free-from claims around parabens, sulfates (SLS/SLES) and phthalates.
“Continuing to expand in the beauty industry has been an exciting process following our success with Nailboo and the rise of at-home beauty,” says Raz Romanescu, CEO and co-founder of Underlining. “We’re confident that there is appetite for salon-quality products that give the customer the autonomy to customize their hair care routine depending on their personal hair journey. Developing Freewill in partnership with Sally Beauty has truly been an honor and we can’t wait for everyone to join the hair cycling revolution.”
What is Hair Cycling?
“Continuing to expand in the beauty industry has been an exciting process following our success with Nailboo and the rise of at-home beauty,” says Raz Romanescu, CEO and co-founder of Underlining. “We’re confident that there is appetite for salon-quality products that give the customer the autonomy to customize their hair care routine depending on their personal hair journey.”FreewillHair cycling involves the rotation of different products to achieve cleansing, moisturization, conditioning, scalp health, etc.
“At Sally Beauty, we know first-hand the importance of quality haircare that offers personalized, easy-to-follow routines,” says Maryann Herskowitz, group vice president of Sally Beauty merchandising. “As hair cycling continues to gain popularity, we are proud to be the exclusive retailer for such an innovative product for all hair types and textures.”
“Hair cycling was the ideal framework for building Freewill because it emphasizes the importance of adapting hair care routines to meet the changing needs of the hair and scalp,” says Romanescu. “By recognizing that hair requires different treatments and products over time—whether due to seasonal changes, lifestyle shifts, or specific hair concerns—Freewill can offer a comprehensive and customizable range of products.”
He adds, “This approach allows individuals to effectively address various hair issues while maintaining a balanced and healthy scalp. The concept of hair cycling aligns perfectly with Freewill’s mission to provide tailored, high-quality solutions that cater to the dynamic nature of hair care, ensuring that users can achieve their best hair health with products that work harmoniously together.”
Hair Cycling & the Skinification of Hair Care
Romanescu notes, “The skinification of hair care involves approaching hair and scalp care with the same principles as skin care, emphasizing holistic health, targeted treatments and luxurious routines. This trend is transforming the claims and benefits that hair care brands must provide.”
He adds, “Key areas of focus include scalp health, ingredient transparency, long-term hair health and clean formulations. By addressing specific hair care concerns with precise solutions, brands are elevating the consumer experience and raising expectations for quality and efficacy.”
Decoding Freewill’s Retail & Marketing Rollout
“For the first year, the sales expectations for Freewill are cautiously optimistic,” says Romanescu. “Given the growing consumer demand for customizable, clean, and sustainable hair care products, we anticipate strong initial interest and engagement. The partnership with Sally Beauty provides a robust distribution network, which we expect will drive significant visibility and accessibility.”
He adds, “While specific numbers are confidential, the aim is to establish a solid market presence, achieve consistent growth and build a loyal customer base. We are focusing on meeting and exceeding projected sales targets by leveraging targeted marketing strategies and delivering exceptional product quality and customer experience.”
As for the brand’s marketing push, Romanescu says, “The Freewill marketing rollout will be comprehensive and multifaceted, aimed at building the largest hair community. We plan to leverage a mix of traditional and digital advertising campaigns to raise awareness and generate excitement about the brand.”He adds, “A key component will be working alongside experts, including dermatologists, trichologists and hairstylists, influencers, and celebrities to provide valuable insights and endorsements, enhancing our credibility and authority in the market.”
Romanescu concludes, “Through this strategic mix of expert collaborations, influencer partnerships, and community engagement, we aim to establish Freewill as a trusted and innovative brand in the hair care industry.”