Viral body care player NatureWell Beauty is scaling up its presence at Target with the debut of two new fragrance forward hair collections, SunDaze and SunRise, marking the brand’s most significant category expansion to date. Both collections are rolling out to Target stores, Target.com, and NatureWell.com, bringing the brand’s cult favorite scents into shampoo, conditioner, treatments, and styling formats designed for everyday use.
From Body Cream Favorite to Full Funnel Scent Story
Founded in 2015, NatureWell has built a loyal following around high quality, wellness driven essentials designed to elevate everyday self care. The brand’s Cheeky and Bouncy body and fragrance collections went viral by pairing luxury fragrance with accessible pricing, carving out a clear lane in the masstige body care space.
The move into hair at Target is a strategic next step, built on consumer insight and performance. The company notes that expanding into haircare at Target “was a…
natural next step for the brand, given its leading growth from its Cheeky Body & Fragrance collection and consumer insights showing increased demand for hydration focused treatments that are lightweight and buildable, addressing nourishment, restoration, volume, and texture.” Rooted in the same fan favorite scent profiles, the new hair launches are designed for the “scent obsessed” shopper who wants seamless head to toe layering.
Targeting the Growing Hair Category Haircare is one of beauty’s most competitive battlegrounds, and NatureWell is leaning into that momentum.
“Haircare is a multi-billion-dollar category that continues to grow as consumers seek out brands they trust to deliver both efficacy and value,” Collette, VP of Sales at AX Beauty Brands, said.
She added, “NatureWell has proven its ability to win with Target shoppers by bridging the gap between salon-quality results and luxury fragrance…
Discussion
0 Comments
No comments yet
Start the conversation
Share your take on this story and help shape the discussion.
Sign in to join the discussion.