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17 Aug

Scalp Care Brand Act+Acre Launches at Sephora – WWD

Act+Acre is headed to Sephora. 

The scalp care brand, founded by hairstylist and trichologist Helen Reavey, will now be available at 235 Sephora doors nationwide. To begin, six of the brand’s stock keeping units, including Cold Processed Hair Cleanse Shampoo, $32; Restorative Deep Conditioning Hair Mask, $38; 2% Stem Cell H2-Grow Complex™ Scalp Serum, $86; BHA Salicylic Acid Scalp Renew Exfoliator, $48; Vitamin E Scalp Detox Oil, $48, and Fulvic Acid Volumizing Dry Shampoo, $26, can be available at brick-and-mortar stores, while 16 products can be available online. Three exclusive products which might be extensions of one in all Act+Acre’s hero skus are set to launch with the retailer in October, in accordance with the brand.

In line with Colm Mackin, Act+Acre’s chief executive officer and Reavey’s husband, the brand’s unique value proposition ignited this partnership with Sephora.

“Scalp will not be actually a subcategory of hair. It’s its own category,” he told WWD.

Reavey seconded this notion.

“Once we started off nobody was talking about scalp care,” she said. “We launched Act+Acre to not create a brand, but to create a category that focused on the foundation of hair and scalp issues, relatively than a fast fix.”

While the brand had been in conversation with Sephora for awhile, their pitch to create the scalp care category in retail sealed the deal. In line with the brand, increased interest in scalp care also resulted in a bigger, nationwide Sephora rollout.

“We flew out to San Francisco and we pitched to them what this may appear like,” said Mackin of the Sephora partnership. “We’re not a one-size-fits-all. We’re not a hair care brand. We’re a scalp care brand. We would like to aid you develop this over the following two years to be its own category and we feel that’s like a moment where we actually connected about growing this yr.”

With this, Act+Acre can be merchandised within the hair care section as a part of Sephora’s Next Big Thing wall.

“We’re thrilled to introduce Act+Acre to our clients as we proceed to grow this essential, emerging category of hair wellness,” said Jennifer Lucchese, vp of hair care merchandising at Sephora.

While scalp care has change into a significant trend — the hashtag on TikTok has 1.7 billion views and several other brands have recently launched scalp serums — Act+Acre has positioned itself entirely inside this category.

That emerging status led Act+Acre to create a handy guide a rough, engaging video for Sephora employees to find out about scalp care, in addition to teach the team easy methods to analyze the scalp with a microscopic camera for in-store events. The brand hosts scalp clinics at its Lower East Side concept space periodically, as well. Nevertheless, in accordance with Reavey, the Sephora customer has such a robust understanding of skincare that educating on scalp care is a seamless transition.

“Since the Sephora members know already a lot about skincare, we actually find it very easy there to talk over with them about skincare and relate that to the scalp because it truly is an extension of the face,” said Reavey. “As we grow out our educators…the scalp specialists, we can be going in-store, constructing that team to make sure that we’re providing the fitting education.”

Reavey and Mackin noted that their approach to education at all times starts with meeting the patron where they’re and helping them understand their very own scalp needs.

With scalp care and the “skinification” of hair well established, Act+Acre has experienced significant growth over the past yr and is now also available at Cult Beauty U.K., Heyday and Neiman Marcus. In line with industry sources, the brand could garner greater than $10 million in retail sales its first yr with Sephora. In line with the brand, the business is predicted to double over the following 12 months.

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