The 3 Moves That Decide Who Wins Peak 2025

Untangled

Here's what's happening this week in the world of haircare eCommerce:
- TikTok Shop lands a hair tool exclusive.
- An influencer brand de-risks after a retailer shock.
- Walmart pushes premium haircare into deep discount mode.
- NBA tie-up takes derm-backed care into sports culture.
- Men's growth actives go clinical-first in India.

⏱️The 3 Moves That Decide Who Wins Peak 2025

Every brand talks about “winning Peak.” Few actually do. In this short video, Fospha’s Aidan Gadd breaks down the 3 moves that decide who comes out on top in Peak 2025.

👉Watch the video to see the 3 moves

📌WEEKLY MUST-KNOWS

SOCIAL COMMERCE
FHI Heat Launches UNbrush Collection Exclusively On TikTok Shop
FHI Heat dropped a TikTok Shop–exclusive UNbrush collection as part of the platform’s New Arrivals Surge, leaning into creator-led selling and limited-channel distribution. This signals TikTok’s growing power as a first-channel launch pad for beauty and tools. Social commerce teams and retail partners should plan for platform exclusives that re-route product discovery and merchandising.

RETAIL STRATEGY
Tabitha Brown Rebuilds After Target Boycott Hit

Donna’s Recipe saw a major sales hit amid Target backlash, prompting a pivot to a DTC-first fragrance launch via HSN and Shopify. The move underscores retailer concentration risk and the need for diversified channel hedges. Influencer-led and Black-owned brands depending on big-box distribution face heightened volatility and should model alternate demand paths.

INNOVATION TRENDS
21 Hair Brands Rewriting The Rules Of Hair Care

NewBeauty spotlights 21 rising brands reshaping the category: scalp-first systems, ingestible peptides, gray-repigmentation tech, and celeb/derm-backed lines. This is a clear roadmap for where product R&D and positioning are moving. Brand teams should pressure-test pipelines for scalp health, growth biology and age-inclusive solutions.

MASS RETAIL PROMO
Walmart Slashes Price On Olaplex Purple Duo

Walmart’s Deals event put jumbo-size Olaplex No.4P/5P at roughly 55% off, bringing a prestige toning system under $85. Deep discounting by big-box players is resetting price anchors for premium haircare. Expect tougher DTC conversion without clear differentiation on benefits, formats or loyalty value.

⚡QUICK READS

CeraVe Seals NBA Partnership: CeraVe becomes the NBA’s official skincare and haircare partner, tapping sports, events and NBA 2K to reach younger male audiences and drive scalp-health education.(More)

Clinical Men’s Growth Serum Debuts: India’s COCKY launches a Redensyl/Capilia Longa/Burgeon Up–powered serum, signaling a clinical-first push in men’s hair loss that could intensify competition globally.(More)

Scalp-First Brand Expansion Watch: SH-RD, positioning as a scalp-care pioneer, launches in India, reinforcing scalp health as a category wedge likely to scale across markets.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division