Per Verb, the Dandruff Shampoo significantly reduces dandruff after just one use, as shown in a 21-day clinical study of 30 participants, and reduces the recurrence of dandruff symptoms without stripping the hair of moisture.Verb
Verb Products’ new Dandruff Shampoo has maxed-out its salicylic acid content (3%) in order to deliver color-safe, salon-quality hair care at an accessible price ($20).
Launched across Sephora, Ulta Beauty and Ulta Beauty at Target, as well as salons and its own ecommerce platform, the shampoo is backed by clinical trials that confirm the SKU’s ability to deliver hydration and scalp care in the service of fighting dandruff.
Dandruff is a key concern overall. Per a 2023 report from Global Cosmetic Industry contributor Denise Herich, “women today suffer from a range of scalp conditions, including itchy scalp (42%), dry scalp (40%), dandruff (26%) and oily scalp (23%).”
Verb’s latest launch is designed to address most of these core worries.
Verb’s Clinically Backed Innovation & Marketing
Certified trichologist and scalp health expert, Bridgette Hill, says of the launch, “The brand’s passion and dedication to formula excellence with the launch of this new category offering are impressive. Verb’s choice to invest in clinical trials, high quality and efficacious ingredients, like salicylic acid and zinc PCA, reflect the brand’s value proposition to provide a top-notch dandruff-fighting product that is both nurturing and reparative.”
Per Verb, the Dandruff Shampoo significantly reduces dandruff after just one use, as shown in a 21-day clinical study of 30 participants, and reduces the recurrence of dandruff symptoms without stripping the hair of moisture. Meanwhile, its hydration claims are reportedly backed by results of a third-party testing lab.
Verb Taps Elevated Levels of Salicylic Acid
Verb’s Dandruff Shampoo is reportedly formulated with the highest level of allowed by the FDA for rinse-off hair products, 3%, which is said to help eliminate and control itchiness, irritation, redness and flaking due to dandruff.
Other key ingredients include scalp-soothing clary sage oil and zinc PCA, a natural humectant that helps reduce excess sebum and draws moisture into the skin.
The Dandruff Shampoo features a crisp, invigorating eucalyptus scent with notes of orange peel, magnolia and white sandalwood.
Verb’s Accessible Pricing Strategy
As mentioned, the shampoo retails for $20. That price point is intentional.
“Our new Dandruff Shampoo is a testament to our commitment to innovation in scalp care and overall hair health,” says Meg Lerner, vice president of marketing at Verb Products. “At Verb, we strive to create products that not only address our consumers’ hair and scalp concerns but also remain at an accessible price point without compromising quality or efficacy.”
Notably, the $20 pricing puts the brand at the slightly higher end of the mass sector. In its latest sales data breakdown, Circana found that U.S. hair care sales boomed in the prestige space, while mass growth was more muted, coming in at about 2% growth year-over-year for the first half of 2024.
That said, mass hair care is the fastest-growing mass category tracked by Circana, reflecting ongoing interest at this pricing level.