Orlando Pita is expanding his Play product line with the addition of Polish and Protect.

The nine-piece collection, designed to minimize damage caused by frizz, heat-styling and environmental stressors like humidity and pollution, will launch in September in all Ulta doors and on ulta.com. Polish and Protect follows the first Play collection, a volumizing range Pita introduced on QVC in February and rolled out to Ulta last month. Industry sources estimate Polish and Protect could do $30 million in retail sales within its first year on the market.

“The first platform was volume because that’s the problem I saw the most in women,” said Pita. “The second I see a lot is damage — women not cutting their hair often enough, bleaching the ends, using irons and blow-dryers.” And modern city life, which involves increasing amounts of pollution and environmental stress, has been a hot topic in product development this year. “Stress comes out in hair, skin and nails,” said Pita of the impetus for Polish and Protect.

Orlando Pita Play is part of beauty incubator Hatch Beauty’s portfolio. Hatch Beauty cofounder and chief creative officer Ben Bennett noted that Pita’s reputation as a top hairstylist brings credibility to the product line. In turn, Hatch provides innovative technology for unique, trend-driven product formulations that appeal to a younger, Millennial consumer.

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“Our strategy for each [range] is to look at the next generation concept for a platform and bring in new technology,” said Bennett.

The Polish and Protect products are formulated with proprietary complexes designed to protect hair from damage while adding smoothness and shine. A hero is the Atmos-Shield Hair Protectant Treatment Spray, $34, a thermal protectant spray which also acts as a split-end sealant and shields from environmental stressors.

Another sku that speaks to the beauty industry’s increasing interest in marketing antipollution products is the Climate Change Humidity Blocking Hair Spray, $28. The hairspray is designed to act as an “invisible weather shield” against the elements.

The rest of the line retails from $26 for the Well Behaved Anti-Frizz Cream Serum to $32 for the Satin Pillow Overnight Hair Mask.

Pita himself is known to eschew the use of styling products when he can, preferring to work with natural texture instead — for his own naturally curly hair, he uses nothing — though he acknowledges most women feel the need to use something, which he said was the impetus for Play. He refers to his Play products, which he designed to have a weightless feel, as “the Seinfeld of hair — they feel like nothing, but they do everything.”

Bennett noted that the first Play line is doing “incredibly well” at Ulta and said the company ultimately aims to add more retail partners internationally and domestically, as well as continue to launch two ranges a year.

Up next for 2017, Pita hinted at ranges for color-treated hair and “serious” issues like scalp health and hair loss. “I develop product with skin care in mind,” he said.