Hairtamin, the formerly direct-to-consumer hair-care and supplement brand founded by TV personalities and entrepreneurs Lilly Ghalichi and Leyla Milani, has found its first retail partner.
The brand will launch at Ulta Beauty, with the hero product, Advanced Formula, going into all doors. The rest of its lineup, which includes a shampoo, conditioner, gummy vitamins, an immunity supplement and a postnatal supplement, will be available on Ulta’s website. Prices range from $20 to $30. Industry sources estimate for its first 12 months at Ulta Beauty, the brand could bring in a wholesale sales volume between $8 million and $10 million, although the retailer and the brand each declined to comment on the estimate.
The retail expansion comes at a time of growth for Hairtamin, which benefited from consumer’s skyrocketing interest in self care and health. “The pandemic has really put a focus on a brand like ours that focuses on overall improvement of health,” Ghalichi said. “It’s been a really expansive year, we’ve had so many customers discover us because the pandemic has been so long.”
Both Ghalichi and Milani said they’ve been approached by multiple unnamed retailers in the past, especially as social awareness of Hairtamin grew — between their own social media accounts and the brand’s, their reach nets out to almost 5 million followers — but Ulta’s brick-and-mortar footprint made it an ideal partner. “We’ve focused primarily on our d-to-c [channel]. As our social grew and product awareness grew, we had so many retailers come knocking. When Ulta approached us and presented the opportunity to be in store, we saw they were the best option because they have so many locations,” Ghalichi said.
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