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…
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