Mindy McKnight, also referred to as @cutegirlshairstyles on YouTube and the founding father of hair care brand Hairitage, jokingly refers to her latest launch as “sexy dandruff shampoo.”

“I wanted bottles that you just’re not afraid to display in your shower when someone walks into the lavatory — something you’d take an image of and never be bothered that it says dandruff on it,” said McKnight, who launched Hairitage in 2020 in partnership with Maesa, and is now making her first foray into anti-dandruff care.

Beyond striving for chic packaging, McKnight sought to make sure the gathering catered to different causes of dandruff (dry skin, fungal dandruff and so forth), while also addressing strand health from root to tip.

“Not all consumers realize there are multiple varieties of dandruff, and that folks who’ve a dry scalp might have different treatment than those that have an oily scalp — it’s not a one size suits all,” she said.

According to this holistic approach, the gathering offers separate shampoos for greasy versus dry scalps, along with a Pre-Wash Booster, Balancing Conditioner, Balancing Leave-In Conditioner and an Overnight Relief Mist, all priced at $9.94.

Formulated with actives salicylic acid and selenium sulfide, the cruelty-free, vegan line is on the market online at walmart.com and is rolling out to most Walmart doors nationwide.

“We’re at all times searching for ways to take things which might be already in the marketplace and make them higher, newer, different,” said McKnight, whose twinfluencer daughters, Brooklyn and Bailey, launched a skincare line of their very own last fall called Itk, also incubated by Maesa.

It was a mixture of her daughters’ own unmet hair needs, and the feedback of her social media community (McKnight counts 1.5 million followers and 5.63 million subscribers on Instagram and YouTube, respectively), that prompted McKnight to launch this anti-dandruff collection.

“We launched six products because we wanted to offer people the chance to construct their very own regimen and blend and match depending on what their scalp needs are, or how severe their dandruff needs are at any moment. The goal is to ultimately get them off the dandruff products,” said McKnight, adding that her follower base acts as focus group, always offering feedback and informing Hairitage’s innovation in real-time.

While McKnight didn’t comment on sales expectations for the road, nor did Maesa, industry sources think the anti-dandruff collection could do between $10 million to fifteen million during its first yr in the marketplace.