Vegamour hair care charts path toward 'hair wellness' category

Vegamour hair care launched outside of its core hair loss and hair growth treatments as it seeks to build upon a "hair wellness" category.

What happened

On Thursday, Vegamour hair care launched outside of its core hair loss and hair growth treatments as it seeks to build upon a “hair wellness” category.

Why it matters

The launch introduces a new line called Ensō, with the first product being an Overnight Restoring Mask sold on the brand’s DTC e-commerce. The hair mask is a nourishing and hydrating product meant to add moisture and repair damage while protecting hair from future heat, UV and environmental damage.

Daniel Hodgdon, CEO of Vegamour, described Ensō as the next step in building Vegamour’s hair wellness concept, where hair and the hair cycle are thought of as an ecosystem due to their three phases of growth, rest and shed. Vegamour’s portfolio already covers hair growth, hair loss and dandruff through shampoos, conditioners, serums and ingestible supplements. The mask sells exclusively via Vegamour.com, though Vegamour expanded to its first retail partner, Sephora.com, in June.

“Hair is like the canary in the coal mine; it’s a great indicator that something’s not right in your body or something’s changing,” Hodgdon said. “[We’re trying to] redefine what hair care should be. The way it has been defined for the last 40 years is ‘how to make it look better,’ rather than [addressing] why it’s brittle or gets thinner.”

This news brief is based on reporting published by Glossy on 2021-12-09. The original report is linked below.