NEW YORK — With consumers seeking products to grow hair, Toppik — a brand aimed at hair preservation — is adding two products to its portfolio.
Best known for its Hair Building Fibers lineup, Toppik is joining the ranks of brands promoting health from inside out with a supplement called Hair Nutrition 2-in-1 Capsules. There are also two topical treatments launching later this year containing minoxidil, which has been clinically proven to prevent hair loss and promote hair regrowth.
Toppik creator Mark Kress said the time is right to enlarge his range. “People are all looking either to remove hair in some places and grow in others,” he quipped. “We are enjoying strong double-digit growth and feel consumers are ready for a supplement.”
Scott-Vincent Borba, a pioneer in nutraceuticals with his namesake line of topical and ingestible products called Borba, is leading Toppik’s entry into the space as creative director and executive vice president of marketing. “I’ve long since maintained that outer beauty begins with what you put into your body,” said Borba, who recently authored two books based on these principles.
The $7 billion hair growth category experienced sales gains of 5 percent last year, according to research from IBIS. Data from IRI shows a similar 5 percent climb for the past year in mass-market doors. Sales are expected to grow with the aging population and retailers’ efforts to bolster the presentation of hair enhancing formulas. In addition to items such as Toppik, retailers now sell hair volume boosters such as Nioxin, Bosley, Doo Gro, Lasio Keratin and house labels of minoxidil.
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Toppik’s capsules feature a combination of minerals and vitamins including keratin protein, biotin and vitamin E as well as nutraceuticals red palm oil and camu-camu. A 30-day supply retails for $19.95 and is currently available at Sally Beauty Co. and toppik.com, and will be on shelves at Ulta early next year. The topical products include a version for women with 2 percent minoxidil and 5 percent for the men’s. Called Toppik Hair Regrowth Treatment, the items retail for $24.95.
Toppik’s other products including the fibers, fiber starter kits, hair fatteners, shampoos and conditioners that are sold at Sephora, Ulta, online and other select doors. Kress helped build the market for products to reduce thinning hair more than 20 years ago with the fibers, which attach to hair to provide a look of fullness and simple wash out. “I had to get people past the whole Ron Popeil hair in a can concept,” he said, jokingly referring to early entries into direct marketing that fizzled. But with retailers such as Ulta now devoting four feet to Toppik and building complete hair-growth departments, the category is singled out as one of the fastest growing in hair care.