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SoCozy Broadens Reach

SoCozy filled a gap in the market for safe-for-kids hair care.

SoCozy, a kid-friendly hair-care line created by Cozy Friedman, is boosting its store count and launching a new collection called Splash.

Friedman developed SoCozy after frustration trying to find safe formulas to use in her Cozy’s Cuts for Kids salons in New York City.

The resulting formulas she created are free of parabens, sulfates, phthalates, synthetic color and propylene glycol as well as void of gluten, wheat and nuts. “We fill a need for multi-functional products with safe ingredients,” said Friedman. Several buyers agreed that the line is something shoppers are seeking and that’s fueling growth.

“We are on track for triple-digit growth in 2016,” said Scott Gurfein, cofounder of the line. Capitalizing on the positive trajectory, the company is pushing into drugstore distribution. SoCozy is already carried at Target, Bed Bath and Beyond, Buy Buy Baby and Harmon.

CVS is currently rolling out a curated assortment of SoCozy products to 4,800 stores. Merchandised in baby care, CVS will stock the unique Boo! Lice Scaring Shampoo and Boo! Lice Scaring Spray, which have garnered great attention as parents seek solutions for lice outbreaks. It is estimated there are as many as 12 million lice infestations a year in the U.S. and retailers have identified lice preventing products as a growth category.

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Rounding out the CVS range is Cinch 3 in 1 Shampoo, Conditioner and Body Wash; Cinch Detangler and Leave-In Conditioner; Cinch Super Hydrating Conditioner, and Behave Styling Cream.

New for summer and in time for camp season is Splash, which consists of two products — the Swim 3 in 1 Shampoo, Conditioner and Wash; and Swim Leave-In Treatment and Detangler. The formulas cleanse and repair to spare swimmers’ hair, tackling the harsh effects of pool chemicals, salt water and the sun. Among the ingredients are activated charcoal, beeswax, sunflower seed extract and Vitamin B5. The collection will launch in May on

Splash follows on the heels of Boing, which was launched late last year and addresses the as many as 60 percent of the population with some form of textured hair. Gurfein said Boing has exceeded sales expectations and is turning as fast as established items.

SoCozy’s prices range from $11.95 for Cinch 3 in 1 Shampoo, Conditioner and Body Wash to $14.50 for Boo! Lice Scaring Spray.