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.
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)
@Pharrell and his wife Helen Lasichanh were among the stars that came out to celebrate @rimowa’s first pop-up concept shop. The space, which is located on Rodeo Drive in Beverly Hills, draws inspiration from airport luggage carousels and lounge areas – and features the company’s luggage and accessories. If the pop-up is successful it could pave the way for addition temporary shops throughout the world. #wwdfashion (📷: Owen Kolasinski/BFA)
@carineroitfeld celebrated @crfashionbook’s first calendar last night with a dinner party at Spring Place in Manhattan. Photographed by @stevenkleinstudio, the calendar takes on a fitness theme and features @joansmalls, @gigihadid, @danielle_herrington_ – pictured here – and more. “[Carine Roitfeld] wanted me to feel sexy and she wanted me to be myself and feel it out on my own and do what I felt was right,” said Herrington, aka Miss October. #wwdeye
@saintrecords and @virgilabloh last night at @americanexpress’ “A Night With Success Makers” event. “I always bring it back to community because without that I wouldn’t have the courage,” said Knowles when asked how she has gotten where she is now. Read more highlights from their conversation on WWD.com. #wwdeye (📷: @lizdoupnik)
This Just In: Industry sources have told WWD that Anastasia Soare is rumored to be considering selling her beauty business, @anastasiabeverlyhills. According to those sources, Soare has tapped investment bank Imperial Capital to explore sale options for her eponymous beauty brand –– and with at least $340 million in net sales, this would be a big deal. Put in context of other recent transactions for makeup companies, Soare’s price tag could be in the billions if she were to sell the whole thing. #wwdnews #wwdbeauty (📷: @clint_spaulding)
@assouline’s latest book, “The Spirit of Bentley: Be Extraordinary” captures the adventurous attitudes and opulent lifestyles of @bentleymotors’ most creative owners and enthusiasts throughout the U.K. The 292-page hardcover has a section dedicated to showing its team of skilled artisans and photos of its most colorful owners, from George Bamford to designer @alicetemperley, pictured here by Aline Coquelle. #wwdeye
@google released its report on the most popular search terms this year. For fashion brands, the list was led by @gucci, the luxury brand that stunned the market last October when it pledged to stop using fur. Runner ups were @supremenewyork and @fashionnova, along with more established brands like @louisvuitton, @chanelofficial and @ysl. #wwdfashion (📷: @aitorrosasphoto)
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)