Yahoo Movies EXCLUSIVE: Josie Maran Expands Beauty Brand With Hair Care
Josie Maran is expanding her namesake California-based brand with hair care.
“I have been dreaming of this and working on this literally since year one of the brand, which was launched in 2007,” Maran said of her company, which first launched with a hair serum before diving into skin and body care products. “I have created millions of hair formulas that just weren’t good enough. I was never going to launch hair until it was perfect.”
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Technology has caught up with the times, added Maran — a model, actress and “clean” beauty pioneer. “I found it very, very hard to find clean hair care that made my hair super health and moisture rich.”
She’s unveiling a shampoo and conditioner for all hair types that does just that, she said. The shampoo, priced at $32, cleanses with coconut-derived surfactants, utilizes microdroplets of argan oil — her hero ingredient sourced in Morocco — for deep moisture, and vitamin C for smooth strands. Vitamin C and the argan oil microdroplets are also found in the conditioner, at $36.
“What’s cool about this technology is it’s bringing oil and water together without emulsifiers,” she said of the argan oil microdroplets — which she calls argan milk. “We took that technology, which is really just a particle accelerator smashing argan oil so hard with high pressurized water that it turns argan oil into microdroplets finer than a lightwave. And then it delivers it super deep into the skin. It’s shooting into the depths of your scalp and the depths of your hair. It just plumps it from the inside out.”
The Argan Moisture Plump Shampoo and Conditioning Butter will be available in the “always nude” scent on josiemaran.com on Friday, while all scents (with “juicy fruits,” “citrus” and “vanilla”) will be offered on QVC on April 19. Sales of the hair collection are expected to hit $10 million in the first year, according to industry sources.
“Over the years, literally, this is the most requested product ever for me,” Maran said of consumer feedback. “Everybody’s like, ‘Where’s the hair?’ I mean, if you go on my social, every question is, ‘Are you launching a shampoo and conditioner?’ I’m just so excited to finally say yes, we are.”
The news comes following Maran’s complete brand relaunch in February, which introduced new formulas and packaging with a refill system for its body line (in an exclusive with Sephora). Josie Maran has since seen 38 percent new customers with subscription revenue up triple digits, according to the company.
Next, Maran is focused on relaunching face products in August.
“We’re repackaging all the bestselling face,” she said. “We’re really focused on body. Now we’re going to have a little fun with hair. And I’m really excited to bring the whole face ritual to the world.”
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