Co-developed with Sally Beauty, Freewill’s
customizable, salon-quality products harness the power of hair
cycling, giving you your best hair yet
Underlining, leading beauty brand developer, announced today the
launch of Freewill, a salon-quality, customizable haircare
brand crafted for hair cycling. The collection, co-developed with
Sally Beauty, the leader in professional hair color and care, is
designed to support every hair type, at every stage, encouraging
rotation through tailored routines. Covering all categories
including Scalp & Detox, Volume Boost, Smooth & Sleek,
Restorative Repair, Curls & Coils, Color Care, and Blonde Care,
Freewill features 32 products that are ‘Mindful At Sally.’ This
program is a collection of products that put sustainability first
and are made without parabens, sulfates (SLS/SLES), and
phthalates.
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“Continuing to expand in the beauty industry has been an
exciting process following our success with Nailboo and the rise of
at-home beauty,” said Raz Romanescu, CEO and Co-Founder of
Underlining, the parent company of Freewill. “We’re confident that
there is appetite for salon-quality products that give the customer
the autonomy to customize their haircare routine depending on their
personal hair journey. Developing Freewill in partnership with
Sally Beauty has truly been an honor and we can’t wait for everyone
to join the hair cycling revolution.”
To help each person find the ideal product or bundle, Freewill
offers a Hair Routine Quiz and Consultation on their website. This
quiz offers shoppers a personalized recommendation of products
based on the individual’s hair needs in easy-to-shop bundles.
Additionally, Freewill simplifies hair cycling by offering guidance
on adjusting haircare routines for seasonal and environmental
changes, emphasizing that haircare should be cycled to reflect the
dynamic nature of life and the unique beauty of each individual's
needs.
“At Sally Beauty, we know first-hand the importance of quality
haircare that offers personalized, easy-to-follow routines,” said
Maryann Herskowitz, Group Vice President of Sally Beauty
Merchandising. “As hair cycling continues to gain popularity, we
are proud to be the exclusive retailer for such an innovative
product for all hair types and textures.”
Freewill’s collection, priced from $16.99 to $22.99, will be
available for purchase starting 8/1 directly on freewillhair.com,
in-store exclusively at Sally Beauty locations, and online through
Sally Beauty, Amazon, and TikTok Shop. These customizable
solutions, available as bundles or individual items, are the
perfect pick for achieving long-term hair and scalp health.
To learn more, please visit Freewill’s website and
Instagram.
About Underlining
Underlining is a premium beauty and cosmetics company creating
innovative products across multiple beauty verticals.
They first launched into the nail, makeup and skincare
industries with their flagship brands Nailboo, HIDE and TatBrow,
and have recently expanded into haircare with Freewill. Underlining
brands have amassed over 1 million customers worldwide within its
first two years. To learn more, please visit underlining.com and
follow Freewill on Instagram, Facebook, TikTok, Nailboo on
Instagram, Facebook, TikTok, Pinterest, and X, HIDE on Instagram,
Facebook, TikTok, and TatBrow on Instagram, Facebook, TikTok,
Pinterest and X.
About Sally Beauty Holdings, Inc.
Sally Beauty Holdings, Inc. (NYSE: SBH), as the leader in
professional hair color, sells and distributes professional beauty
supplies globally through its Sally Beauty Supply and Beauty
Systems Group businesses. Sally Beauty Supply stores offer up to
7,000 products for hair color, hair care, nails, and skin care
through proprietary brands such as Ion®, Bondbar®, Strawberry
Leopard®, Generic Value Products®, Inspired by Nature® and Silk
Elements® as well as professional lines such as Wella®, Clairol®,
OPI®, L'Oreal®, Wahl® and Babyliss Pro®. Beauty Systems Group
stores, branded as CosmoProf® or Armstrong McCall® stores, along
with its outside sales consultants, sell up to 8,000 professionally
branded products including Paul Mitchell®, Wella®, Matrix®,
Schwarzkopf®, Kenra®, Goldwell®, Joico®, Amika® and Moroccannoil®,
intended for use in salons and for resale by salons to retail
consumers. For more information about Sally Beauty Holdings, Inc.,
please visit https://www.sallybeautyholdings.com/.
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version on businesswire.com: https://www.businesswire.com/news/home/20240801412515/en/
Kylee Kaetzel underlining@solcomms.co
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