Waterless hair care brand Superzero is getting a makeover.

The newly reformulated and repackaged brand is introducing eight need-specific shampoo bars, three conditioner bars and a latest online presence at Sephora, where all products might be available for $28 each.

The premise the brand was built on, though — making waterless hair care compelling — stays the identical, only amplified.

“In all places, sustainable products have a really hard time — you reach a distinct segment, and that’s it,” said Conny Witke, who cofounded Superzero with Gurval Caer in 2020, and was formerly chief executive officer of Tweezerman for 18 years. “We wish to raise the role of shampoo and conditioner, to place solids on the map for the prestige consumer, who’ve been a bit more hesitant to come back to the table in relation to [bar products].”

Believing a sharpened deal with performance might be the important thing to “leading bar-based hair care out of its area of interest,” Wittke formulated each shampoo and conditioner bar with a proprietary 360 Triflex Complex, consisting of bond-building technology (a primary for the brand), moisturizing agent triolein and a customized mix of actives depending on hair type and goals.

Wittke didn’t comment on sales expectations for the relaunch, but industry sources estimate Superzero could do greater than $4 million in retail sales in 2023.

“It’s a comprehensive approach to formulation, which stemmed from our understanding that individuals take their shampoo and conditioner without any consideration, after they actually shouldn’t as they’ve a major impact on long-term hair health,” said Wittke, who claims Superzero’s shampoo bars are five times more concentrated than liquid shampoo bottles.

The brand’s latest conditioners are available in three intensity levels, meant to correspond with hair density and frizz level, while the shampoos vary based on damage and frizz level, scalp and color needs, and hair type. Among the many line’s lively ingredients are amla extract, tea tree oil, shea butter, chamomile, charcoal and creatine.

Superzero has also nixed its formerly color-coded packaging in favor of “eco-luxe” minimalist gray packaging throughout.

“In our conversations with Sephora, which began mid-last 12 months, it became clear that we needed to sharpen our brand position and upgrade the branding to attach with consumers on a more emotional level,” Wittke said.

As an extension of this effort, Superzero has tapped celebrity hairstylist Jenny Cho — whose clients include Gemma Chan and Camila Morrone — as an envoy, and is ramping up its TikTok game with an upcoming original song and campaign, and plenty of upcoming high-profile influencer partnerships.

Later this 12 months, the brand plans to reintroduce its body care bars (which previously included lotions and body wash) following their respective upgrades, and is eyeing an expansion into facial skincare further down the road.

“Our focus straight away is to get the patron who has some level of eco-awareness, but will not be hardcore,” said Wittke, likening the potential of bar-form beauty to that of the rise of “clean” beauty in recent times. “The sweetness industry is an enormous user of plastics, and we all know there’s a greater way — it has to develop into a no brainer for people.”