(Photo : Being)
Being, a new haircare brand for all hair types and textures, debuted on Tuesday, available exclusively at Walmart.
The brand offers customized shampoos, conditioners, and hair treatments, each priced under $7 and available both online and in stores.
Each of the five product lines is designed to cater to hair types from 1A to 4C. These products feature naturally derived active ingredients that effectively address various hair concerns.
Furthermore, the solutions contain ethically sourced ingredients that are gentle on both hair and the environment, certified cruelty-free, and Leaping Bunny approved.
This launch is part of Walmart's mentorship and accelerator program for emerging beauty brands, giving Being a platform to reach a wide audience.
The brand aims to address diverse haircare needs and simplify the process of selecting appropriate products.
An independent study conducted by Being revealed that over half of those surveyed could not identify their hair type, and 79% had difficulty finding products tailored to their specific needs.
The founder, Jaimee Lupton, emphasized that affordability and usability should not be barriers for consumers, highlighting the brand's commitment to inclusivity.
Lupton's vision for Being is to create a welcoming and inclusive experience for all consumers, reflected in the brand's accessible packaging design.
Being's packaging features universal design elements, such as soft squeeze tubes for one-handed use and lipped-lid designs for those with limited dexterity.
The brand was developed with input from trichologists and an advisory board comprising leaders in haircare and beauty, including Akili King, Alyx Liu, Emily Flores, and Shahd Batal.
For its campaign and launch, Being partnered with celebrity hairstylist Sky Kim, further cementing its position in the beauty industry.