Being friends with Birchbox has its benefits. Celebrity hairstylist Jeff Chastain would know, since the beauty box company is helping him launch his debut line of hair care called Parlor by Jeff Chastain.
“[I wanted to make something] as close as possible to the look that clients get in the salon and then keep their styling steps down to a minimum,” said Chastain, who has a salon, called Parlor, in Chelsea and a blowout bar in the East Village, called Blown, where some of his clients include Arianna Huffington, Tilda Swinton and Sarah Jessica Parker. “If they have to use a curling iron, I only want them to curl a few pieces and let the product do the rest for them. If they are blow-drying their hair, hopefully they can cut it down from 15 to 10 minutes. So products that can speed up blow-drying time can also protect against heat.”
The unisex lineup, which is priced at $24 each and exclusively launches on birchbox.com today, includes four products, Reworkable Hold Paste, Detangling Leave-In Conditioner, Moisturizing Sea Salt Spray and Smoothing Blowout Spray. The items are based on cocktailing so the client can mix-and-match products for multiple usages. Also, the collection is animal friendly. For instance, the Blowout Spray contains a synthetic keratin.
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“[With the cocktailing aspect] you can basically turn your styling products into many more styling products, mix it up and get different looks,” said Katia Beauchamp, cofounder of Birchbox, who participated in product development. “When we worked with Jeff on this, we talked about [sampling] quite a bit because it’s a great way to take a brand and suddenly give it wide awareness.”
To that end, Birchbox will include samples of Parlor in its February boxes and distribute the line in the company’s brick-and-mortar boutique.
Meanwhile, Chastain is developing new stockkeeping units and planning to expand as much as possible.
He added, “The vision is to create a product that is both accessible and luxurious.”
Although Chastain wouldn’t talk financials, industry sources estimate that Parlor could do more than $1 million in its first year on counter.