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Keranique Starts Selling Through

Sephora seems to be building up in specialty hair care. is proving it wants to grow its specialty hair business.

The latest addition to its arsenal is Keranique, a line created to address the 30 million women in the U.S. suffering from some form of hair loss. The collection went live on last week. Keranique’s 30-day Hair Regrowth System for Women, retailing for $39, has already elicited positive feedback on the Web site. This marks’s first entry into a U.S. Food and Drug Administration-approved minoxidil product.

Keranique, owned by Atlantic Coast Brands, debuted in 2009 in the direct-response channel. Its success attracted Ulta Beauty, which added the brand in 2014 and has produced double-digit growth for the retailer since then. and other boutique online retailers, as well as, followed with equal positive results. In fact, Keranique is currently in the top 10 brands on “Back in 2008, we recognized a real need in the marketplace for legitimate solutions for women with thinning hair — that’s not just hair loss, but as you get older, your hair gets thinner,” explained Andrew Surwilo, cofounder and co-ceo of Atlantic Coast Brands. “We realized this was a pervasive problem.”

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Surwilo and Thomas Shipley, who is also a cofounder and co-ceo, partnered with scientists to uncover a system to help reduce the appearance of thinning hair that would resonate with women. Shipley added, “Thinning hair can be traumatic for many women and even linked with losing their femininity.” In addition to a formula that would make hair appear fuller, the duo didn’t want users to have to change up their standard hair-care routines. To that end, the products are designed to be used in the same manner as traditional hair care.

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Shipley said a goal was to focus on women’s needs, versus many of the existing regrowth products targeted at men, but treated women as an afterthought. Additionally, the line isn’t designed to look “medicinal or clinical.”

The Keranique portfolio includes the three-part system including Scalp Stimulating Shampoo and Volumizing Keratin Conditioner formulas and Regrowth Treatment, along with a variety of styling and preventative treatment products for women with fine or thinning hair. The products are said to promote scalp health, which leads to hair growth. Prices range from $20 to $60. To help women understand the concept, Keranique features numerous brand videos and testimonials on its Web site and retail partner links.

Later this year, Keranique plans nutritional supplements to further help support the growth of healthier hair. “We want to make the stigma [of thinning hair] go away,” said Surwilo, adding hair loss is tied to everything from hormone changes to stress.

In addition to Keranique, Atlantic Coast Brands owns Hydroxatone, an anti aging skin care line which saw sales zoom to $100 million in less than five years, along with Christie Brinkley Authentic Skincare currently sold on HSN and Kohl’s.