Freewill, a newly launched customizable haircare brand, has made its debut at Sally Beauty stores and online. Developed in collaboration with Underlining, Freewill introduces a unique approach to haircare by promoting the concept of hair cycling.
The new line offers an extensive range of 32 products designed to cater to various hair needs, including Scalp & Detox, Volume Boost, Smooth & Sleek, Restorative Repair, Curls & Coils, Color Care, and Blonde Care. These products are part of Sally Beauty’s “Mindful At Sally” initiative, which emphasizes sustainability. All items are formulated without parabens, SLS/SLES, and phthalates.
The Freewill brand is built around the idea of hair cycling, which encourages consumers to rotate their haircare products according to their evolving needs. This approach aims to provide a tailored haircare routine that adapts to seasonal and environmental changes.
Raz Romanescu, CEO and co-founder of Underlining, expressed enthusiasm about the brand’s launch, stating, “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 facilitate this personalized approach, Freewill offers a Hair Routine Quiz and online consultation that provides custom product recommendations in easily shoppable bundles. This service helps consumers adjust their haircare routines to reflect their unique needs and environmental factors.
Freewill products are available for purchase on their official website, freewillhair.com, as well as in Sally Beauty stores. They can also be found online through Sally Beauty, Amazon, and TikTok Shop.Freewill’s products are priced between $16.99 and $22.99.
Maryann Herskowitz, group VP of Sally Beauty merchandising, commented, “At Sally Beauty, we know first-hand the importance of quality haircare that offers personalized, easy-to-follow routines. 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.”
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