Underlining, a Miami-based magnificence model developer, has launched its newest innovation, Freewill, on August 1. This new salon-quality, customizable haircare model is crafted particularly for hair biking and aligns with the rising pattern of ‘skinification of hair.’ Co-developed with Sally Magnificence, Freewill options eight distinct product strains, totaling 32 merchandise, and affords a cyclical, customizable method to hair care with clear ingredient formulations.
Freewill’s launch coincides with the rising recognition of hair biking and the ‘skinification of hair,’ with extra customers treating scalp and hair care with the identical stage of consideration sometimes reserved for skincare. In an interview with CosmeticsDesign, Raz Romanescu, CEO and Co-Founding father of Underlining defined that hair biking “is about rotating completely different hair merchandise to deal with numerous wants, similar to you do with skincare. It ensures your hair will get the fitting care on the proper time, selling total hair well being and vitality.”
This pattern displays a broader shopper shift towards extra holistic and individualized magnificence routines, with an emphasis on well being, sustainability, and efficacy.
The model’s product strains are designed to fulfill this demand by offering the flexibleness to tailor hair routines to go well with altering wants. They are going to be obtainable on Freewill’s web site, in 2,700 Sally Magnificence shops, and on-line at Sally Magnificence, Amazon, and TikTok Store.
Inspiration and market positioning
Freewill was impressed by the assumption that “hair care should not be one-size-fits-all,” stated Romanescu. “We needed to create a model that provides customizable options, permitting customers to adapt their routines via hair biking. It is all about giving your hair precisely what it wants when it wants it,” he defined.
This give attention to personalization is central to Freewill’s identification and is what units it other than different customizable hair care manufacturers available on the market.
Romanescu emphasised that Freewill’s dedication to high-quality, eco-friendly substances additional distinguishes the model. “The laser give attention to personalization and clear formulations units Freewill other than different competitor manufacturers,” he famous.
The partnership with Sally Magnificence, which brings over 60 years of magnificence schooling and studying, has additionally been instrumental in shaping the model’s choices to successfully join with customers.
Assembly shopper demand & addressing trade tendencies
Because the demand for personalised hair care and the ‘skinification’ of magnificence merchandise continues to develop, Freewill is positioned to faucet into these tendencies. Customers are more and more looking for merchandise that not solely tackle surface-level points but in addition contribute to the long-term well being of their hair and scalp.
The range of the model’s launch gives customers with a variety of choices to make sure “that every particular person concern is ready to be met throughout the board,” stated Romanescu. Freewill goals to be a “one-stop-shop for all of your hair issues and wishes,” providing an expensive but sensible answer for hair biking, he added.
This method is especially interesting to right this moment’s customers, who’re well-informed and demand high-performance merchandise that may be tailor-made to their particular wants.
Responding to the shift towards clear magnificence
Freewill additionally responded  to the rising shopper demand for clear magnificence merchandise. With rising consciousness of the potential results of harsh chemical compounds in hair care merchandise, many customers at the moment are prioritizing manufacturers that provide clear, clear formulations.
Freewill’s use of eco-friendly and non-toxic substances aligns with this shift, interesting to customers who will not be solely involved with the effectiveness of their merchandise but in addition with their impression on well being and the setting.
Analysis and improvement
Relating to the model’s analysis and improvement, the “course of for Freewill was meticulous and cutting-edge, spanning the previous year-plus to refine the product idea and make sure the highest high quality and affordability,” Romanescu shared. This thorough method concerned intensive testing to fulfill stringent requirements set by each Freewill and Sally Magnificence.
Regardless of the challenges confronted throughout improvement, together with perfecting clear formulations and guaranteeing product effectiveness, the collaboration between each firms proved to be a big energy. “This collaboration grew to become Freewill’s biggest energy,” Romanescu famous, which produced “a strong synergy between two manufacturers working seamlessly to ship a tremendous hair-cycling product line available on the market.”
Customization and shopper expertise
A key characteristic of Freewill is its customization course of, which begins with a quiz that customers full earlier than buying. This quiz collects information on hair sort, issues, and way of life, which “helps us suggest the most effective merchandise, guaranteeing a personalised expertise that caters to every person’s distinctive hair wants,” Romanescu defined.
This personalised method not solely enhances the patron expertise but in addition builds model loyalty by guaranteeing that customers obtain merchandise which are most definitely to ship the outcomes they’re in search of.
Freewill’s product vary is designed to deal with numerous hair issues, from dryness to break, utilizing “focused substances and customizable formulation to offer options that really work, no matter hair sort or texture,” Romanescu stated. This consideration to particular person wants aligns with the broader pattern of personalization in magnificence, the place customers are more and more anticipating merchandise tailor-made particularly to their distinctive traits and preferences.
Future outlook
Wanting forward, Romanescu sees the tendencies of hair biking and the ‘skinification of hair’ persevering with to evolve, with Freewill adapting accordingly as customers are “looking for extra personalised and holistic haircare options,” he predicted. “Freewill will evolve with these tendencies, frequently providing revolutionary merchandise that meet the altering wants of our prospects.”
By positioning itself on the intersection of customization, clear magnificence, and holistic hair care, Freewill is well-equipped to cater to the trendy shopper’s calls for.
