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The Kids’ Hair-Care Choice: Dubble Trubble Grows at Target

The organic brand is carving out a position on mass-market shelves next to much larger personal-care players.

Some famous hairdressers would consider creating children’s products beneath them. Thankfully for him, Daniel Galvin Jr. is not one of them.

He launched the kids’ hair-care brand Dubble Trubble at Target three years ago, and the brand’s been growing at a 35 percent annual rate. And Galvin is hoping to capture a greater share of parents’ wallets by adding Crazy Coconut Detangling Conditioner Spray in January to its 10-item assortment.

Dubble Trubble sprang from Galvin’s personal needs and professional insights. “I’ve always been passionate about what I put in my son’s shower, and I wanted to make shower time and bath time more fun. He was one of my first guinea pigs to try things out,” said the U.K.-based salon owner. “Being at the forefront of my industry and seeing the caliber of clients I see, I understood other parents wanted to use good quality organic products on their children. Parents always want to give their children the best, but I didn’t feel the best was available to them.”

Going literally and figuratively head to head with the Johnson & Johnsons and L’Oréals of the world isn’t for the faint of heart, but Galvin sensed a natural alternative would find an audience — and so did Target. The retailer rolled out Dubble Trubble to its full distribution upon bringing in the brand and has since doubled the brand’s selection in stores. “There was very little competition. There was a real untapped market. The big boys were there with synthetic products. There were few sustainable, ethical products out there for children with true essences,” Galvin said.

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Crazy Coconut Detangling Conditioner Spray is joining a merchandise lineup that includes Watermelon, Cool Cucumber, Bananaberry and Cherry Bomb 2-in-1 Shampoo & Body Washes and Detangling Conditioner Sprays. Bestsellers are the Watermelon and Cool Cucumber Detangling Conditioner Sprays, and a kit pairing the Watermelon Detangling Conditioner Spray with a Detangling Brush. The products are aimed at three-year-olds to 12-year-olds.

“Most kids, when they go to bed, they look like angels and, when they wake up, they look like monsters. They have tangles, but we can alleviate those tangles with the Detangling Spray, and their hair smells wonderful,” said Galvin, elaborating that the secret behind the spray is “the right balance of vitamins and silks that don’t make the hair greasy. That allows the detangler to go through the tangles whether the hair is wet or dry.”

Unlike in the formulation process behind most hair-care products for adults, Galvin paid close attention to pH balance in the process of formulating Dubble Trubble’s products. He explained, “For the right pH balance, we needed to add aloe vera and glycerin. We wanted the products to make the skin soft, and we test them on all skin types and receive feedback from parents. It takes a lot of due diligence. You will feel the children’s skin will be softer, and their hair will look shinier after their baths or showers.”

When Galvin decided to develop products for tykes, it wasn’t an anomaly that he went the organic route. The hairdresser, who counts Kelly Brook, Holly Valance and Amanda Holden among his notable clients, has been delving into organic ingredients since the late Nineties. “The problem I had in the early days was that organic products were very expensive, and I always had this dream of organic products for the masses. I wanted to have organic products in every household,” Galvin said. Dubble Trubble products, which range at Target from $2.49 to $9.99 for the kit, are competitive on price with offerings from the mammoth CPG companies. “Our margins are smaller, but we are like to like,” he noted.

Galvin’s ambitions for Dubble Trubble extend far beyond Target. The brand is stretching to Australia, and he believes its global presence is only set to increase. To help support its expansion, it’s seeking an investor. Galvin envisions the potential investor as “somebody who passionate about it, and someone who can contribute to the growth and development of the brand.” He continued, “I want to see it go to new heights. I work 24/7 on it. I go to bed thinking about what the next steps should be and wake up working on those next steps.”