TORONTO — Since its launch in June 2017, Voir Haircare has been engaged in a conversation with consumers about the power of art, nature and beauty in their hair-care products. Now that dialogue is about to expand as the Canadian line makes its e-commerce debut in the U.S. on Friday.
“Art is subjective and can be interpreted in a very personal and empowering way. But beauty parallels that experience,” said Voir cofounder and head of brand operations Nia Schindle. “This is why we merged these two worlds with the abstract paintings on our packaging and the innovative technological formulations inside our bottles,” she said, adding it enables the brand to “deliver a highly personal experience to consumers that fits their own unique beauty narrative.”
That distinctive brand messaging first emerged thanks to company chief executive officer and cofounder Andy Hoang. Prior to launching Voir in 2017, Hoang had been developing a software program for salons. Through his research, he noted a gap in the Canadian market for beautiful, premium hair care.
“Most women get drugstore brands or those that are salon-centric. There was nothing in-between,” said Schindle.
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Armed with that data, Voir’s founders created a core group of four eco-friendly products that delivered results — and an experience — at an elevated price point still attainable for shoppers. These included Voir’s She’s Like the Wind: Invisible Dry Shampoo & Conditioner, $19, which is made with a proprietary micropowder that draws oil and impurities from the hair and scalp; hair-softening botanicals, and an aerosol-free pump that is environmentally friendly.
The other products were Voir’s Rhythm of the Rain: Hair Masque & Scalp Detox, $27; Secrets in the Snow: Soft Styling Foam, $21, and A Walk in the Sun: Luxury Hair Oil, $34 — all of which come in bottles featuring abstract art inspired by Canada’s changing seasons.
“These products are an investment compared to drugstore brands. But part of their success is the way they are communicated to women — much like a trusted girlfriend,” said Voir marketing manager Amanda Leone Naidu.
That, coupled with the brand’s distinctive look, spawned a jump in Voir’s popularity in 2018, when retailers such as The Hudson’s Bay Co., as well as U.S. companies like urbanoufitters.com and freepeople.com started carrying the line.
Voir is now “on track to generate $1 million in sales by June 2019,” said Schindle.
Growth across North America should continue as the brand introduces four new “hair care as skin care” essentials this spring. They include the May launch of Queen of the Mist: Flawless Finish Hairspray. Thanks to its Flairosol component, Voir claims this is the only continuous mist hairspray on the market that functions like an aerosol without any of the environmentally harmful propellants.
In late 2019 Voir will debut an affordable spray refill component so consumers can keep the bottle to reuse.
In June, Voir will also release its Sunrise Rituals: Signature Shampoo and Signature Conditioner, which features a blend of low and high molecular weight hyaluronic acids dissolved in water and lactic acids. Voir claims the mix delivers seven key benefits, including skin-care-worthy hydration, volume, greater shine, strength and suppleness, less frizz and an antipollution shield.
Finally, the June launch of Perfecting Prism: Color Protecting Pre-shampoo Treatment is the first to feature Black Spruce Extract sourced from Canada’s Boreal Forest — a potent source of antioxidants, resveratrol, and polyphenols that reduces color fading by 67 percent.
“We, as a brand, are not selling Canadiana. And we’re not just hair care in pretty packaging,” said Schindle. “We treat hair with the same respect that skin should receive, and that’s a message that today’s global consumers understand,” particularly the 28-to-54-year-old women who comprise Voir’s base.
Voir’s U.S. launch will include a media campaign featuring a handpicked group of beauty “microinfluencers” from Facebook and Instagram. Pop-ups in core urban centers like New York and Los Angeles are also slated for the end of 2019.