As clean hair brands continue to proliferate, the latest launch, designed for entire families to share, comes from a trio of Minnesota-based Millennial moms with professional backgrounds in consumer packaged goods.
Odele, a nine-sku line of clean and upscale for mass hair-care products — each item retails for $11.99 — is set to launch in more than 1,000 Target doors and target.com on Jan. 26. The name Odele is a phonetic translation of “å dele,” meaning “to share” in Norwegian.
The brand is the brainchild of Lindsay Holden, Britta Chatterjee and Shannon Kearney. Each have spent the last decade and more working in sales, marketing and product development roles across various Minnesota-based CPG and retail companies — from General Mills and hair-care company Renpure to Target. The trio of women, all Millennial mothers, met through work and saw a hole in the market for a modernized hair-care brand that would appeal to and work for all members of the family.
“We wanted something in the category that we couldn’t seem to find despite being so much out there. We looked at our bathrooms and in our showers and we had fancy shampoo for us, our partners had whatever kind, then there were the products for our kids. Then we’d trained our partners not to use our good stuff,” said Holden. “We thought there had to be a better way — high-quality, clean product that performed really well and wouldn’t break the bank, and would remove barriers to sharing.”
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While clean hair brands already exist in the mass market (Renpure, for one), Holden and her cofounders were looking for something that was as efficacious as the more upscale professional products they were used to using. (While there’s no industry-wide standard for a “clean” product, most brand founders and retailers consider clean hair care to be comprised of ingredients that consumers are not wary of.)
“When [we looked at the market] there were a lot of clean brands but expensive, salon-quality brands often weren’t clean and the few truly clean but less expensive brands didn’t feel like they met our personal performance expectations and it wasn’t that nice, fancier experience,” said Holden. “We set out to address our own high-end expectations, but removed the barrier to sharing.”
Odele’s products, which include volumizing, curl-defining and smoothing shampoos and conditioners, as well as a leave-in conditioner, texturizing sea salt spray and air-dry styler, are formulated with key ingredients amaranth and rice tein, said to nourish and fortify hair while promoting overall hair health for all hair types. The fragrances are considered unisex and formulated with 100 percent natural ingredients. The founders looked to the EU’s standards for personal-care products when formulating Odele, and the products have also met Target’s clean stamp of approval.
“We wanted to [make] something that works and take the chemicals out of it,” said Chatterjee.
Odele is one of many hair brands to launch in the mass market early this year. Hairitage, a joint venture between influencer Mindy McKnight and Maesa, debuted at Walmart in early January. Another Maesa brand, TPH by Taraji, is set to launch in 1,800 Target doors at the end of the month.
Target is bringing in many new beauty and wellness brands for 2020, including Rae Wellness and Undone Beauty.