Kristin Ess Hair is expanding its line of salon quality hair care and styling products with a new collection specifically focused on softening and smoothing. The new Softening Collection is a luxurious routine to get you through your full hair journey, from washing and hydrating to treatments and styling. Addressing the growing demand for products catering to overprocessed, dry or dull hair, the range includes four new SKUs, all priced under $18 and available exclusively at Target stores nationwide and on Target.com. This collection sets the foundation for a pillowy soft, bouncy blowout, creating that iconic ‘just left the salon’ look.
“Since the brand launch in 2017, Kristin Ess Hair has been at the forefront of innovation in the haircare space,” says Piyush Jain, Maesa CEO. “With the introduction of the Softening Collection, we’re expanding our offering of luxury yet accessible salon-quality haircare and delivering on our promise of meeting the unmet consumer needs. Damaged, dull and dry hair have been among the top concerns expressed by our customers and these four new products are specifically designed to make hair softer, smoother and healthier looking, without the need to go to a salon.”
Fueled by the intimate insight into what products are truly needed to create the most beautiful hairstyles, Kristin Ess Hair’s approach has made it one of the most sought-after affordable luxury hair care lines. The Softening Collection includes the Ultra Rich Softening Shampoo, Ultra Lightweight Softening Conditioner, Velvet Finish Softening Mask, and Subtle Shine Softening Oil. Each formula is created to enhance your natural hair and can be used on all hair types, with focus on overprocessed, dry and dull hair. All products are cruelty-free, color safe, vegan and free of parabens + phthalates.
