NEW YORK — With consumers seeking products to grow hair, Toppik — a brand aimed at hair preservation — is adding two products to its portfolio.
Best known for its Hair Building Fibers lineup, Toppik is joining the ranks of brands promoting health from inside out with a supplement called Hair Nutrition 2-in-1 Capsules. There are also two topical treatments launching later this year containing minoxidil, which has been clinically proven to prevent hair loss and promote hair regrowth.
Toppik creator Mark Kress said the time is right to enlarge his range. “People are all looking either to remove hair in some places and grow in others,” he quipped. “We are enjoying strong double-digit growth and feel consumers are ready for a supplement.”
Scott-Vincent Borba, a pioneer in nutraceuticals with his namesake line of topical and ingestible products called Borba, is leading Toppik’s entry into the space as creative director and executive vice president of marketing. “I’ve long since maintained that outer beauty begins with what you put into your body,” said Borba, who recently authored two books based on these principles.
The $7 billion hair growth category experienced sales gains of 5 percent last year, according to research from IBIS. Data from IRI shows a similar 5 percent climb for the past year in mass-market doors. Sales are expected to grow with the aging population and retailers’ efforts to bolster the presentation of hair enhancing formulas. In addition to items such as Toppik, retailers now sell hair volume boosters such as Nioxin, Bosley, Doo Gro, Lasio Keratin and house labels of minoxidil.
Toppik’s capsules feature a combination of minerals and vitamins including keratin protein, biotin and vitamin E as well as nutraceuticals red palm oil and camu-camu. A 30-day supply retails for$19.95 and is currently available at Sally Beauty Co. and toppik.com, and will be on shelves at Ulta early next year. The topical products include a version for women with 2 percent minoxidil and 5 percent for the men’s. Called Toppik Hair Regrowth Treatment, the items retail for $24.95.
Toppik’s other products including the fibers, fiber starter kits, hair fatteners, shampoos and conditioners that are sold at Sephora, Ulta, online and other select doors. Kress helped build the market for products to reduce thinning hair more than 20 years ago with the fibers, which attach to hair to provide a look of fullness and simple wash out. “I had to get people past the whole Ron Popeil hair in a can concept,” he said, jokingly referring to early entries into direct marketing that fizzled. But with retailers such as Ulta now devoting four feet to Toppik and building complete hair-growth departments, the category is singled out as one of the fastest growing in hair care.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews