Building on its lifestyle-centric concept, hair care brand R+Co has launched a collection of cosmetics, including a fragrance gel and brow gel.
The products, initially debuted at New York Fashion Week, were born out of the founders’ experience backstage during fashion shows and photo shoots, when they’d see stylists concoct tricks like using hair gel to tame brows and beards.
“Why isolate [R+Co] to just the shower or the bathroom?” said R+Co president, Daniel Langer. “It is an experiential brand, so from the moment our customers wake up, wherever they may go, they are interacting with the product.”
The hair care market, which is expected to reach nearly $13 billion in the U.S. in 2019, according to Statista, has been poised for disruption and innovation for some time. Distribution and product offerings have remained relatively unchanged, but more brands have been cropping up to tackle this.
For R+Co, its approach to innovation has been about bringing fun to the category through its online merchandise assortment of T-shirts and skateboards, and its collaborations. Through its partnership with SoulCycle, R+Co products were stocked in locker rooms late last year.
“Hair and beauty are unique categories, in that it’s important to be present where customers need the products, whether that is the hair salon or at the spin studio,” said Langer.
