2 of the biggest skin care brands just launched hair care

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In 2020, as Covid took hold and fear spread, hair was a frequent topic of conversation: there was a increased hair loss, boosted both by Covid itself and by the stress of the pandemic, even for those who did not fall ill. Then, of course, there were the salon closings, which left people eager for the underrated luxury of an expert cut, color or style. Now the enthusiasm for premium hair care is evident: according to NPD research on pSales of beauty products restige in the United States in the third quarter of 2021, premium hair care increased 36% year-on-year.

True to this trend, October saw not one but two luxury skincare brands grow in the hair category: Dr Barbara Sturm launched a Complete Collection, Expanding an Existing Scalp Serum, and Augustinus Bader entered the category for the first time. Even before Covid, the growth of products made for the scalp by leaders in skin care was on the rise. Drunk Elephant and Sunday Riley, for example, have launched scalp scrubs using ingredients commonly associated with facial hair care. Think: alpha hydroxy acids.

I have always believed that the scalp is an extension of our face and our skin, ”said Dr Barbara Sturm, founder of her namesake brand. It is skin that needs a lot of attention as it is bombarded with stressors like pollution, sun, hair dye, styling, and blow drying. Balancing the microbiome and skin barrier on the scalp is just as important as it is on our face. On October 28, Dr. Barbara Sturm launched three shampoos, one conditioner, one hair mask and four serums, with prices ranging from $ 60 to $ 100. They are currently available on Dr Sturm’s e-commerce site and are expected to expand to other retailers in 2022.

For his part, Augustinus Bader does not see himself passing from one beauty category to another. “We believe that we are not a skin care company that is just getting into hair care, but [rather as a tech platform moving from skin to hair,” said Charles Rosier, CEO and co-founder of the brand. “Hair care was the natural next step for our brand. When you know how to create an optimal cellular environment for the natural processes of skin repair, the same discipline can be applied to the hair follicle, scalp and hair itself.”

The brand launched a shampoo, a conditioner, a hair oil, a scalp serum and a leave-in treatment on October 26, with prices ranging from $55-$80. They’re available on the brand’s e-commerce site, as well as at retailers including Nordstrom and Violet Grey. According to Rosier, the decision to keep the collection tightly edited was a conscious one: ”We genuinely believe the world doesn’t need more products, and so we want to ensure that our products rank No. 1 in each category. Our voice will remain consistent, no matter what we launch, and that’s all about science and quality.”

Both Dr. Barbara Sturm and Augustinus Bader offer their hair-care products at much more affordable price points than their skin-care products — though they still sit comfortably in the prestige category. For comparison, Dr. Barbara Sturm’s famous Hyaluronic Serum is $300, while Augustinus Bader’s iconic moisturizer, “The Rich Cream,” is $265. For fans of the brands, or simply those looking to infuse their beauty routine with a touch of luxury, the lower-priced products provide a good entry point.

So what, besides a higher price point, actually differentiates these products? Both brands point to their ingredients. “No product gets released if it’s not the very best,” Dr. Sturm said. “[Rather than] stick to the usual approach of creating products labeled for hair types, [I focused on] specific concerns that I knew my patients and clients were facing. For example, the collection includes balancing products for itchy, scaly or red scalp; and Anti-Hair Fall products to target hair loss. It also includes the Super Anti-Aging collection, which is aimed at dry, damaged, colored or chemically treated hair. The hydrating conditioner and restorative hair mask both contain cationic hyaluronic acid, which Sturm says “adheres to the hair follicle and shaft to provide deep, intensive conditioning benefits.”

Meanwhile, Augustinus Bader tapped his signature TFC8® technology. “His Now formulated in our system to support revitalization from root to tip, hair that looks healthy, hydrated and strong. We know that the hair root is made up of protein cells and is nourished by blood from nearby blood vessels. It is therefore essential to nourish the hair well. said Rosier.

“We have translated our understanding of the skin to use targeted and personalized microenvironmental cellular repair of the hair follicle and scalp,” said Professor Augustinus Bader, co-founder of the brand. “The formulas represent haircare intelligence tailor-made to suit each user. The ability to optimize the hair microenvironment at the cellular level represents the future of personalization in hair care.

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