Table of Contents
- Introduction
- Understanding the Market Gap
- The Innovative Approach of Being
- Inclusive Expertise and Advisory Board
- The Growing Trend of Personalized Hair Care
- Financial Projections and Market Presence
- Conclusion
- FAQ
Introduction
Imagine walking into a store, filled with aisles of hair care products, only to realize that none cater to your specific needs. This scenario is all too common for many customers who often struggle to find products tailored for their hair type. Addressing this gap in the market comes the launch of ‘Being,’ a new inclusive hair care brand debuting at Walmart. Founded by Jaimee Lupton, the brand promises a range of products designed with everyone in mind. In this blog post, we'll explore the mission behind Being, its innovative approach to hair care inclusivity, and how it stands out in the competitive market, promising to redefine your shopping experience.
Understanding the Market Gap
The Need for Inclusivity
Hair care is an intimate part of personal grooming, yet a significant portion of the population finds it challenging to locate products that meet their needs. According to Being's independent study, more than half of the surveyed individuals couldn't identify their hair type. Around 79% struggled to find suitable products. These statistics highlight a glaring gap in the market, where many products fail to address the diverse needs of consumers.
The Vision Behind Being
Seeing the need for a more inclusive hair care approach, Jaimee Lupton, an entrepreneur from New Zealand, stepped in. With previous successes in launching Monday Haircare and Osāna Naturals, Lupton set her sights on creating a brand that would cater to all hair types without the barriers of cost or usability. This vision is central to the ethos of Being – a brand where everyone feels welcome, celebrated, and seen.
The Innovative Approach of Being
Universal Design
One of the core elements of Being is its commitment to universal design. The packaging is thoughtfully designed for accessibility and convenience. For example, products come in a soft squeeze tube that allows for one-handed use. The lipped-lid design accommodates customers with limited dexterity, ensuring that everyone can use the products with ease. High-contrast labels, large typography, and tactile indicators on the bottles aid those with visual impairments or colorblindness. This focus on user-friendly design sets Being apart from many other brands in the market.
Ethical Sourcing and Natural Ingredients
In addition to inclusive packaging, Being emphasizes the use of ethically sourced and natural ingredients. The brand is cruelty-free and has earned the Leaping Bunny certification, which adds an extra layer of trust and reliability for conscious consumers seeking ethical products.
Inclusive Expertise and Advisory Board
Collaboration with Experts
To ensure the brand’s products are effective and meet a wide array of needs, Being collaborated with trichologists and an advisory board of hair care and beauty leaders. This board includes Akili King, a beauty expert and founder of Texture Diaries; celebrity hair stylist Alyx Liu; Emily Flores, founder and editor-in-chief of Cripple Media; and lifestyle creator Shahd Batal. This diverse team ensures that the products are vetted by specialists who understand the intricacies of different hair types and textures.
Celebrity Endorsements
For its brand campaign and launch, Being partnered with celebrity hair stylist and artist Sky Kim. Promotions and endorsements from well-known figures in the industry add credibility and attract a broader audience.
The Growing Trend of Personalized Hair Care
Customized Solutions
Being’s launch at Walmart aligns with a broader trend in the beauty industry towards personalized hair care solutions. Companies like Curology and Function of Beauty have gained popularity by offering tailored products based on individual needs. This trend reflects a shift in consumer expectations, where customers desire products that cater specifically to their unique hair characteristics.
Utilizing Technology
The beauty industry is increasingly incorporating advanced technology to deliver personalized recommendations. Brands like Perfect Corp use AI and AR to create tools that identify hair texture, thickness, and curl patterns. Such innovations enable brands to provide accurate product suggestions, enhancing the shopping experience both online and in-store.
Financial Projections and Market Presence
Lupton’s Expanding Empire
Jaimee Lupton’s enterprises have shown remarkable growth, with Monday International Limited expecting to finish 2024 with $300 million in sales through its ten personal care brands. This figure underscores the market's positive reception to Lupton's approach and hints at a promising future for Being in both the U.S. and Australasian markets.
Retail Giants Embrace Inclusion
Retailers like Walmart play a crucial role in the success of inclusive brands. By stocking products from brands that emphasize inclusivity and accessibility, retailers meet a growing consumer demand for diversity in personal care products. This strategic partnership benefits both the brand and the retailer, fostering an environment where every customer finds what they need.
Conclusion
The launch of Being at Walmart marks a significant step towards inclusivity in the hair care market. With its thoughtful design, ethical practices, and expert-backed formulations, Being is set to transform the shopping experience for many consumers who have long felt overlooked. As brands continue to embrace personalization and inclusiveness, the beauty industry is poised to become more accessible and responsive to the diverse needs of its audience.
In summary, Being not only addresses a substantial gap in the market but also pioneers a holistic approach to hair care. Through ethical practices, inclusive design, and expert collaboration, Being ensures that everyone, regardless of hair type or ability, can find products that make them feel seen and celebrated.
FAQ
Q: What makes Being different from other hair care brands?
A: Being focuses on inclusivity and accessibility, offering products with universal design features and ethical ingredients. Its expert-backed formulations address a wide range of hair types and textures.
Q: Are the products cruelty-free?
A: Yes, Being products are cruelty-free and certified by Leaping Bunny.
Q: Who are the experts behind the brand?
A: Being’s advisory board includes beauty and hair care leaders such as Akili King, Alyx Liu, Emily Flores, and Shahd Batal, ensuring the products benefit from a diverse range of expertise.
Q: Where can I buy Being products?
A: Being products are available both in-store and online at Walmart.
Q: How does Being address accessibility in its packaging?
A: The products feature soft squeeze tubes for one-handed use, lipped-lid designs for limited dexterity, high-contrast labels, large typography, and tactile indicators catering to visual impairments.
Through these innovative features and the brand’s commitment to inclusivity, Being sets a new standard in the hair care industry, promising a welcoming experience for all shoppers.
