By  on December 26, 2019

The latest influencer brand doesn’t include a single eye shadow palette — rather, it’s a clean hair-care line targeted at Millennial moms.

Mindy McKnight, founder of the YouTube channel CuteGirlsHairstyles and mother to twin-fluencers Brooklyn and Bailey McKnight, has partnered with Maesa to develop Hairitage by Mindy. Billed as cruelty-free and vegan, the line is set to launch in January into nearly all of Walmart’s doors. McKnight and Maesa would not discuss specific financial figures, but industry sources expect the line to be big, estimating it could do $40 million to $50 million in retail sales in its first year on shelves.

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