Another buzzy hair accessories player is making the leap into hair care.
The Hair Edit, best known for its affordable hair clips and heatless styling tools, has launched its first hair care collection at Target.
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Available in more than 1,500 doors, the collection includes shampoo, conditioner, oil serum, a hair mask and leave-in conditioner. Prices range from $12.99 for the shampoo and conditioner to $15.99 for the oil serum and leave-in treatment.
“We saw a white space, at Target specifically, to offer luxury formulas at a value price point,” said Martin Okner, chief executive officer of Fromm, which owns The Hair Edit along with hair accessory line Diane and pro hair tool brand Fromm Pro.
The strategic differentiator for the hair care range is its highly concentrated formulas, with the shampoo for instance containing just 22 percent water. Actives include glycerin, tuberose and olive-oil-derived squalane.
“Our core customer is Gen Z and Millennials, so they’re living active, healthy lifestyles but they also want to look elevated as they go through their day, and are value-conscious,” said Okner, who anticipates the new line could reach $20 million in sales during its first year on the market.
Sisters Sophia and Sistine Stallone, who cohost the “Unwaxed” podcast, have been tapped to serve as the brand’s first “Hair Edit-ors,” promoting the launch via a three-part “Never Watered Down” mini podcast series. Dropping in the coming weeks on Spotify and YouTube, episodes are seven to 12 minutes long and feature the pair discussing their own hair journeys and routines.
“We’d love to keep working with Sophia and Sistine, and [the podcast] introduces the opportunity for us to think about another platform for the brand to continue to grow on,” said Okner.
The Hair Edit’s foray into hair care comes as other popular hair accessory brands make a similar leap. Kitsch launched its first shampoo and conditioner duos in January — also at Target, as well as Ulta Beauty — and Emi Jay has steadily been building out its hair care collection, which launched in 2023 and includes a styling stick, hair perfumes and more.
For The Hair Edit, the expansion comes on the heels of consecutive years of double-digit growth.
Though the brand was the smallest line in the Fromm portfolio at the time of Fromm’s acquisition by Firelight Capital Partners in 2024, subsequent expansions into Target, Kohl’s and other mass retailers, and a growing assortment of trendy French pins, claw clips and heatless overnight hair stylers, make it poised to become the group’s biggest brand by yearend, Okner said.
Areas of focus for 2026 include “Brick-and-mortar [growth], as well as investment in Amazon, as many consumers and stylists are favoring that channel for more immediate gratification on what they need in terms of salon essentials and styling products,” Okner said.
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