The "Skinification"
of Hair care
Before the pandemic, skincare dominated U.S. beauty markets, with an ever-expanding array of products filling the shelves of retailers like Sephora and Ulta. Haircare, on the other hand, was largely confined to shampoos and conditioners. However, the ancient Eastern tradition of hair oiling began to make its way into the spotlight, slowly but surely gaining traction in the market.
Joining the startup
at 3 months
Shaz and Kiks set out to prove that scalp care is skincare. I joined the team to craft and execute a grassroots social media and PR strategy, managing over 180 influencer relationships and creating engaging content across platforms. Within six months, our Instagram following grew to 10k.
From PR to Prestige:
New Beauty Editor's Pick
Pitched a pre-wash hair mask to top industry journalists, including Liz Ritter from NewBeauty, resulting in an Editor’s Pick feature in NewBeauty Magazine's January 2021 issue. My efforts helped boost the brand's visibility in top publications like Allure, Forbes, Vogue, The Cut, and Byrdie
Now Selling at a
Sephora Near You
The brand paved way for its exciting expansion into Sephora, Credo Beauty, and Thirteen Lune. The product line has since grown to include shampoos, conditioners, and hair serums, making waves in the beauty world.
