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. SunDaze and SunRise treat the scalp like skin while offering scent-driven solutions that make every wash day feel like a getaway.”
That positioning fits neatly into Target’s broader push into trend driven, sensorial haircare, where shoppers are trading up on experience while staying price conscious. By anchoring the launch in trusted scent stories and wellness language, NatureWell is effectively extending its body care equity onto the hair shelf.
Inside the SunDaze Collection
The SunDaze lineup is pitched as “a restorative edit designed to mimic the glow of a tropical afternoon,” centered on deep nourishment and scalp hydration. The collection includes:
- Nourishing Shampoo + Conditioner (US$11.99 each), daily staples focused on hydration and softness.
- Intensive Hydration Mask (US$14.99), a richer treatment for moisture and repair.
- Leave In Conditioner (US$9.99), a lightweight detangling and conditioning mist.
- Nourishing Hair Oil (US$9.99), for shine, frizz control, and nourishment.
- 2 in 1 Vita Mist Hair Perfume (US$12.99), a hybrid mist that refreshes hair and layers the signature SunDaze scent.
The range is built to feel sensorial and escapist, targeting shoppers who want their hair routine to echo the same warm, gourmand fragrance profile that first put NatureWell on social feeds.
Inside the SunRise Collection
If SunDaze is about nourishment, SunRise is the energy shot. Described as “an energizing edit that delivers effortless, beachy volume and texture,” SunRise is geared toward movement, lift, and touchable finish. The lineup includes:
- Volumizing Shampoo + Conditioner (US$11.99 each), for airy volume and body.
- Volumizing Styling Mist (US$9.99), to build lift and light hold.
- Whipped Air Styling Mousse (US$9.99), a lightweight foam for bounce and structure.
- Sea Salt Wave Spray (US$9.99), to dial in beachy texture and separation.
- Texturizing Dry Shampoo Powder (US$9.99), for grip, refresh, and second day hair.
- 2 in 1 Vita Mist Hair Perfume (US$12.99), mirroring the collection’s bright, “sunrise” scent profile.
By mirroring its body care fragrances and building full routines across cleansing, care, styling, and scent, NatureWell is crafting a signature scent ecosystem that moves with the shopper from shower to final spritz.
Mass Price Point, Lifestyle Positioning
Both SunDaze and SunRise sit in the US$9.99 to US$14.99 price band at Target, a deliberate sweet spot between drugstore basics and prestige haircare. The brand frames its offer as premium quality products without the prestige price tag, backed by nature inspired, clinically informed formulas.
Already available at major retailers including Target, Walmart, Amazon, DSW, and TJ Maxx, NatureWell is using this hair expansion to sharpen its identity as a wellness forward lifestyle brand rather than a single product viral moment. With SunDaze and SunRise on shelf, the question now is less whether the brand can drive trial, and more how big it can make the signature scent story inside Target’s booming hair aisle.
