Old Navy and Walgreens are the latest retailers filling in a gap in the market for safe, kid-friendly hair care with products from SoCozy.

As part of its ongoing efforts to build out its beauty offering to capitalize on store traffic, Old Navy will offer special 6-oz. sizes of SoCozy’s shampoos, conditioners and detanglers, along with 3-oz. stylers. The lineup retails for $8.99 each.

Old Navy will position the products near the checkout starting this month as the retailer sets up for the back-to-school season. The company frequently uses that space to offer beauty products, such as a display of E.l.f. cosmetics in its stores.

According to Scott Gurfein, SoCozy cofounder, Old Navy and SoCozy share a similar audience. “There’s a lot of synergy around what we do. Our brand is inclusive of all kids,” he added noting there are products for all types of hair.

For Old Navy, SoCozy culled several of its bestsellers — Behave Styling Cream, Boing Curl Shampoo, Boing Curl Conditioner, Boing Curl Gel-Cream, Cinch 3 in 1 Shampoo + Conditioner + Wash and Cinch Detangler + Leave-In Conditioner. The company hopes to earn a year-round spot at Old Navy.

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On the heels of the Old Navy debut, SoCozy will roll out in the baby department of 700 top Walgreens stores on Aug. 1.

The assortment will include Cinch 3 in 1 Shampoo + Conditioner + Wash, Cinch Detangler + Leave-In Conditioner, Boo! Lice Scaring Spray and Boo! Lice Scaring Shampoo.

SoCozy continues to add carefully selected distribution, according to Cozy Friedman, who created the line after frustration with the choices she had to use in her Cozy’s Cuts for Kids salons. Her formulas are free of parabens, sulfates, phthalates, synthetic color and propylene glycol and also don’t contain gluten, wheat and nuts.

The brand is now sold at Target; Bed, Bath & Beyond; CVS; Harmon Stores, Hy-Vee, and thousands of children’s salons. “We are also expanding into the food channel, adding HEB and Weis Markets, as well as the natural channel in health food stores and markets because of our formulas,” Friedman said.

 

 

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