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From the barber’s chair to consumers’ hair, the makers of a new hair line called Verb believe they have uncovered untapped white space in the professional hair category.

Designed to be both high quality and affordable, industry sources believe the brand, created by Texan barbershop owners and childhood friends Jayson Rapaport and Michael Portman could generate $1 million in its first year at retail.

“We’ve put all our love and effort into making these products as good as they could be at the lowest possible price,” said Rapaport, who has run Austin’s Birds Barbershop chain with Portman since 2006. “Verb is simple, straightforward and stylish.”

Through their experience with the salon, which, like the hair line, is unisex, both noticed a need for professional products at an accessible price point.

“Customers are really psyched to use the products their stylists used [during their service], but when they find out how much they are, they just walk away,” said Portman. “What’s available now isn’t in line with what the customer wants. It came down to filing a niche.”

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To that end, Rapaport and Portman’s six-stockkeeping-unit line — free of parabens and sulfates — has just launched to all Ulta doors as well as on

Made up of a shampoo, conditioner, forming fiber, sculpting clay, styling cream and finishing polish, each product retails for $12.

“We call it an affordable luxury,” said Rapaport. “It’s amazing how little we skimped on quality and how professional the formulas are.”

Utilizing ingredients like green tea, bamboo extract, sweet almond fruit extract, argan and meadowfoam oils, the range is designed to “stand toe to toe” with any prestige product on the market.

Packaging for the range is meant to be clean, modern and eye-appealing, with bold colors, funky fonts and as few words as possible.

“There’s nothing else like us out there,” echoed Verb’s director of development, Marcie Matthew, who added the brand plans to introduce new sku’s every 12 to 14 months.

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