Launched final month following two years of growth, the Bulldog hair care vary featured three styling merchandise – a pomade, cream and salt spray – all vegan licensed and packaged utilizing post-consumer recycled or plant-based plastic packaging. The vary had been launched on-line by way of numerous platforms and throughout the UK in Boots shops, in France solely with Monoprix, and throughout Scandinavia.
James Barnes, common supervisor of Bulldog Skincare, stated the shift into hair care had been a pure and strategic transfer.
‘Efficient pure styling brokers’
“Our goal shopper is males that need high quality hair styling merchandise that don’t compromise,” Barnes instructed CosmeticsDesign-Europe.
“That’s why every product has been specifically developed utilizing efficient pure styling brokers – rather than conventional artificial ones – and pure hero elements identified for his or her caring properties.”
The vary featured a number of key ‘hero’ pure elements, he stated, together with argan oil and shea butter – each responsibly sourced and absolutely traceable. The styling spray additionally starred sustainably sourced Mediterranean Sea salt as its central ingredient.
The general aim of shifting into hair care, Barnes stated, was to convey Bulldog’s skincare experience to the class, providing males merchandise that would ‘care’ for his or her hair while nonetheless delivering on type.
And its not Bulldog’s first shift outdoors of skincare. Bulldog was additionally current within the beard care and shaving classes, increasing its providing in 2020 within the latter with a second sustainable bamboo razor designed for delicate pores and skin. The aim of this growth had been to plug an ongoing hole in males’s shaving, in accordance with administration.
‘Hero’ hair care motion with a pure twist?
Final 12 months, beverage main Vita Coco launched into hair care with a spread of shampoos, conditioners and coverings that includes the corporate’s star ingredient: coconut.
Vita Coco’s EMEA managing director stated the corporate’s “fantastic model fairness” put it in good stead within the fiercely aggressive pure hair care market together with the actual fact it was working with such a well known ingredient with confirmed advantages.
Worldwide magnificence main L’Oréal additionally filed a patent final 12 months on a curly hair styling components made utilizing a mix of sugar compounds and plant fibre – a growth it stated plugged a necessity for mild weight, pure alternate options to film-forming polymer and silicone merchandise.