In March, Vancouver-based AG Hair will launch a collection of tinted dry shampoos. The professional hair care brand has built its name in the U.S. with specialty products, like its Recoil Curl Activator, a curly-hair styling product and Fast Food, a leave-in conditioner. “We’ve really grown through the products themselves,” said AG Hair chief executive officer Lotte Davis. “We’ve never had a massive advertising budget. It comes down to the quality of the products. Although, they have natural-based ingredients, they work right away.”
The new Dry Shampoo collection includes an un-tinted formula, Simply Dry Shampoo, $25 for 4.2 oz. and $8.95 for a 1-oz. travel size. The three tinted products — Blonde, Light Brown and Brunette — are available in full and travel sizes and retail for $28 and $10.95, respectively. Tapioca rice starch is the oil-absorbing agent in all four formulas. In addition to the standard hair-refreshing qualities, AG Hair is touting the new line’s ability to cover roots and grays. “You can’t over spray [your hair],” said Davis. “They don’t transfer, they wash out the next day, and the tinted formulas give you coverage, if you need a root touch-up.”
Davis attributes the company’s success, in part, to its in-house manufacturing. All AG Hair products are developed and manufactured in Vancouver. “It’s been an incredible liberty to fine-tune our products, hand craft them, and use ingredients that other companies might not use,” said Davis.
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The Dry Shampoo range will be available at Ulta and 12,000 salons in the U.S. Davis predicts sales of $5 million in the first year. “This product will be interesting to a lot of women because it prolongs the time between shampoos and root touch-ups,” said Davis. “I’m a woman, and I understand very quickly that if I need a product there will be a lot of other women who need it, too.”