Being, a personalized hair care DTC brand, made its highly anticipated debut in hundreds of Walmart locations across the United States. Known for its mission to offer universally accessible and truly customized solutions, Being brings tailored shampoos, conditioners, and targeted treatments, developed for every hair type and texture, directly to millions of shoppers for the very first time.
“We know hair care isn’t one size fits all, and consumers deserve more than a blanket approach to products, which often ignores a myriad of hair types, textures and needs,” says Lupton. “With Being, we offer fun, effective, solution-based hair care for hair types 1a to 4c, all under $7. And while we were conscious of price accessibility, we also focused on making our packaging more accessible, because we don’t want cost or usability to be hurdles for shoppers. At Being, we want everyone to feel welcome, celebrated and seen.”
From DTC Innovation to Nationwide Access
Being was founded by Jaimee Lupton, celebrated for her work launching Monday Haircare and Osāna Naturals. With Being, she set her sights on dismantling the one-size-fits-all myth in personal care and opening the doors to bespoke hair routines for all—supported by her own research that revealed consumers can’t identify their hair type, while mostly struggle to find products that actually fit their unique needs.
Tailored Formulas—and Packaging That Puts People First
Being’s assortment is organized according to five core hair type families: from 1a (straight and fine) through 4c (coily and textured). Every bottle and tube offers guided discovery, with labeling, icons, and ingredient stories helping shoppers quickly find and understand their match. Formulas are developed in close collaboration with trichologists and an all-star advisory board: Akili King (Texture Diaries founder), celebrity stylist Alyx Liu, editor Emily Flores, and influencer Shahd Batal.
Packaging is about more than looks: Being redesigned everything for universal accessibility—easy-squeeze tubes for single-handed use, tactile lipped-lids for those with limited dexterity, high-contrast labeling for the visually impaired, and oversized typography. “For Being, true inclusivity means packaging that is created as consciously as its formulas,” the brand emphasized at launch.
Radical Inclusivity, Rooted in Quality
The brand’s ethos is to serve all, regardless of hair type or ability. Its products are Leaping Bunny certified cruelty-free and rely on gentle, effective, and ethically sourced botanicals. The guiding belief: every step, from product trial to recycling, should be easy and accessible for all.
DTC DNA, Mass Retail Impact
This is more than just an in-store rollout: it’s a signal of how agile, customer-centric DTC strategies are now reshaping mass retail. With the launch, Being brings its entire library of educational content, product finders, and community-driven recommendations to the Walmart aisle, merging digital discovery with brick-and-mortar access for the first time.
Following stunning growth across Monday International Limited’s portfolio, forecasted at $300 million in U.S. and APAC sales, Being’s retail entry is expected to accelerate the democratization of sophisticated hair care for all, not just for online subscribers. Insiders at Walmart highlight the emergence of AI-enabled diagnostics, hair clinics, and touch-screen kiosks to help guests find their personalized regimen in real time, following models once reserved for the luxury salon space.
Market Impact: Inclusive, Sustainable, and Tech-Forward
Being stands apart for its blend of inclusivity, commitment to accessibility, and attention to ingredient quality and sustainability. Initial customer reviews have been overwhelmingly positive, celebrating the ease of navigation, effectiveness of formulas, and genuine sense of being seen that the brand strives for.
Lupton stated in the Walmart partnership announcement that Being aims to meet customers’ hair care needs while providing clear guidance on the right products for each hair type. She emphasized that the brand strives to make everyone feel welcome, celebrated, and recognized.
What’s Next for Being and Walmart
Being’s launch is just the beginning. Rolling out educational store experiences, plans for online and in-store sample trials, and the ongoing involvement of its expert advisory board signal a wider evolution of how hair care is sold and understood in the mainstream. The company’s DTC engine will continue to run alongside Walmart distribution, ensuring all shoppers benefit from personalized guidance, no matter where they buy.
