Typology, the minimalist French skincare label, has launched its scalp-focussed hair care in the US on its direct-to-consumer website, the brand announced on Tuesday.
The hair care collection is intended to build off its success in skincare, chief product officer Mélanie Klein toldThe Business of Beauty. Its five products span two shampoos, a conditioner, hair mask and scalp scrub. Klein said that the scalp scrub and hair mask have already become hero products in France, where they launched in 2021. (A third hero, an anti-dandruff shampoo, is awaiting regulatory approval before its US debut.)
The move reflects a growing trend of skincare companies launching hair products focussed around scalp health. “We already had a broad face care offering, and we didn’t want to dilute that by introducing too many categories too soon,” said Klein, who referenced the “skinification” trend.
The brand will keep a close eye on top performers, and may edit the selection as needed. “We launch significantly more products annually than most competitors, carefully monitoring customer feedback and ratings for each release,” Klein said. “Products that resonate with consumers remain in our lineup, while underperforming items are quickly discontinued.”
Founder Ning Li described the launch as a natural next step for Typology after the brand opened its first US warehouse, in Pennsylvania, in 2024. The brand remains exclusively direct-to-consumer, shipping to countries in the EU like Belgium, Germany and Austria and in Asia to Japan, a modus operandi it plans to stick to, said Li.
“A lot of DTC players are not profitable,” Li said. “It’s notoriously competitive. Typology has been able to succeed as a foreign brand in the US … But also we have done so very profitably.”
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Content shared from www.businessoffashion.com.
