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British Children’s Line Dubble Trubble Targets U.S.

Inspired by ethical beauty and natural ingredients, the brand is formulated with organic botanical extracts.

As Target continues to stock its shelves with niche, hard-to-find hair-care brands, a U.K.-born kids’ line is the newest player.

Dubble Trubble by Galvin & Galvin London — a six-piece range created by hairstylist Daniel Galvin Jr. — is rolling out this week exclusively to all of the retailer’s 1,788 U.S. outposts. Inspired by ethical beauty and natural ingredients, the brand is formulated with organic botanical extracts and a portion of the products’ proceeds benefit the Prince of Wales Foundation, which raises money for urban and rural communities and the environment.

“I come from a dynasty of hairdressers, going back four generations, from the days you had to cut hair with a top hat and tails in London,” said Galvin, who created his own label in 2000 in response to the growing demand for natural and organic children’s products. “After doing the research I learned a lot of the synthetics deteriorate a child’s immune system. It’s as important what you put in your body as what you put on your body.”

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Launched in the U.K. last September, the range, which features five two-in-one Shampoo & Body Washes in scents like Bananaberry, Cherrybomb and Watermelon and a Cool Cucumber Detangling Spray, is targeted to children between 3 and 12 years old. Each product, meant to be gentle and packed with antioxidants, anti-inflammatories and nutrients, retails for $6.99. “It was all about being transparent, we changed the ingredient list [which he said were typically written in Latin overseas] so people understood the derivatives, so they knew it was ethical,” said Galvin. “We developed a reputation in the U.K. for being pioneers of organic beauty. We were challenging the big guys, and wanted to give them a run for their money.”

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Insider sources estimate the collection, which will be exclusive at Target for one year, could generate $3.5 million in its first year at retail. According to the brand, future plans include growing the business internationally, beginning with countries like Poland and the Netherlands, and offering new products like lip balm, toothpastes and after-sun items.

“Target is always looking for innovative and exclusive beauty products that meet our guests’ discerning wants and needs,” said a Target spokesperson. “Our guests continue to ask for more natural products in our aisles so we are excited to offer an affordable, organic kid-friendly brand like Dubble Trubble into our assortment.”