Luxury Brand Partners is adding another hair-care brand to its portfolio.
Teaming with Nikki Lee and Riawna Capri, the hairstylists behind Los Angeles-based hair salon Nine Zero One Salon, the beauty company is launching In Common, a digitally native hair-care brand. Industry sources estimate the brand will generate $15 million to $20 million during its first year on the market.
“The key thing that Luxury Brand Partners does is identify kickass artists we think have a point of view and then put a business plan together with them that tackles a niche or void,” said Tev Finger, chief executive officer of Luxury Brand Partners. “Every brand we’ve done we find a true artist to represent the brand and come up with the idea.”
After almost 10 years in business at their salon, which counts Emma Roberts, Jennifer Lawrence, Lea Michele and others as clients, and launching Nine Zero One Academy, an educational resource for hairstylists, Lee and Capri decided now was the right time to launch their own line because the partnership with Luxury Brand Partners gave them creative control over their brand, rather than just sticking their label on something they weren’t 100 percent committed to.
“There isn’t one full healthy hair treatment line that I’m obsessed with the whole line,” Capri said on their brand’s mission. “With [In Common] we’re able to be the hairstylists, consumer, educator and creator, so we’re not letting anything slip under the rug. We’re able to create this with ingredients that are good and that give instant gratification.”
Launching in mid-November, In Common is releasing Magic Myst, which is billed as a universal styling product that strengthens and repairs damage while detangling and providing heat protection. The $35 styling product will be the brand’s sole stockkeeping unit through the end of the year before adding six new products in the first quarter next year.
In terms of filling a white space within the hair-care category, Lee and Capri looked to a financial issue they struggled with early on in their business. When first opening their salon, the hairstylists wanted to carry Oribe products, but the smallest order they could place was roughly $8,700, a substantial financial investment they had to use a large part of their savings on.
To make it easier for salon owners to sell In Common, Lee and Capri are implementing a direct-to-consumer model, where salons can sell products through their own web sites that links back to In Common’s warehouse and receive a commission on the sales starting next spring. This strategy makes it so that hairstylists don’t have to spend their own capital on buying inventory, but can still sell products through their salons.
“The strategy for us is to allow people that maybe just opened salons or have independent salons to sell from within and digitally,” Capri said. “Being able to not have that $8,700 opening order is going to allow stylists across the world to give their clients a quality, luxury brand that’s affordable without the stress.”
In Common joins Luxury Brand Partners’ portfolio of beauty brands, which includes hair-care brands R+Co and IGK, color cosmetics brand Smith & Cult and men’s grooming brand V76. Luxury Brand Partners recently sold hair-care brand Oribe to Kao USA for a reported $400 million to $430 million, according to industry sources, in December 2017 and its incubated hair color brand, Pulp Riot, was acquired by L’Oréal in May for an undisclosed amount.
Because the brand is digitally native, Lee and Capri’s marketing strategy will be socially driven, using their own accounts, the salon’s and their Nine Zero One Academy platform. The brand will also be mobile-driven, with salons using a smartphone or tablet for customers to make purchases.
“When we look around, we don’t see a lot of digital-only brands,” Finger said. “They try to bite off more than they can chew, so for us being specific to the online realm is important. [Lee and Capri] have this community and that’s where the digital part comes in because it’s the best way to stay in touch with people and build that community.”