Act + Acre, a wellness-infused hair-care brand, has opened a concept shop on the Lower East Side.
Located at 54 Eldridge, Act + Acre carries the brand’s cold-pressed hair-care products, refill stations for the brand’s hair cleanse and conditioner products, and has a consultation chair where customers can get free scalp analyses with a proprietary device. There is also a vending machine stationed outside the shop, something the brand is looking to expand throughout the city. The shop opening coincides with the launch of Act + Acre Travel, a limited-edition line of travel essentials that support the brand’s ethos of scalp and hair health.
The travel range includes an organic bamboo pillowcase, $25; organic bamboo comb, $20; an ultralight hair towel meant to ease damage and breakage, $20, and two travel essentials kits pairing either the brand’s hair cleanse or scalp detox products with its hair conditioner and towel, $32.
Act + Acre was launched in January by editorial hairstylist Helen Reavey and Colm Mackin, who previously worked in finance. Reavey, a veteran of Sam McKnight’s backstage team, saw a hole in the market for hair care with a healthy scalp at the forefront. Act + Acre’s products are produced using a cold-pressed method, said to preserve the energy and integrity of the brand’s 100 percent natural ingredients, which include amaranth oil to lock in moisture, lavender to prevent dandruff and rosemary to promote growth. Reavey’s belief is that many conventional hair products only contribute to a cycle of hair damage and scalp problems, and that natural ingredients are better for nourishing the scalp and helping hair grow.
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The brand launched direct-to-consumer in January and last month entered Sephora in seven Asian markets, where the brand’s focused on scalp health has “really resonated,” said Mackin.
Said Reavey, “There’s been a lot of education around it. Skin-care routines are seen as so important, so why not look after your hair? People are realizing short-term fixes aren’t working.”