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Dyson’s first haircare line gets early performance nods

Plus: ORS bets on Xia Charles to scale textured retail

September 10, 2025 • Estimated Reading Time: 4 minutes

Untangled

Here's what's happening this week in the world of haircare marketing:
- Cécred expands into protective styles, priced for scale at Ulta
- ORS partners with Xia Charles on new line and Brooklyn flagship
- Dyson’s first haircare line gets early performance nods

Peak isn’t won with a last-minute conversion push. Fospha data proves that the strongest brands plan full-funnel, measure what platforms miss, forecast into channels with headroom, and track daily performance with confidence.

The Peak Playbook 2025 distills five lessons from Fospha data, including how Footasylum unlocked +32% blended revenue YoY last BFCM, so you can enter Peak ready to win.
Swipe through for the highlights.

📌WEEKLY MUST-KNOWS

Beyoncé’s Cécred introduced five sub-$50 products at Ulta targeting scalp care and maintenance for protective styles, extensions and wigs. The line addresses a long-overlooked need state with a proprietary PhytoFerment blend and scalp-first positioning. Expect increased category education, shelf reallocation, and stronger competition for textured hair spend.

Celebrity braider Xia Charles launched “Crowned by Xia x ORS” alongside opening Braided NY in Brooklyn, with distribution at Target, Ulta and select salons. The five-product lineup leans into protective-style care with heritage-inspired ingredients. This strengthens ORS’s textured authority and bridges salon credibility with mass retail access.

Henkel’s göt2b is pairing its new curled line with musical artist UMI via the MAX program, activating tour venues with content, visuals and a fan sweepstakes. The play fuses live music and beauty to drive trial, data capture and cultural relevance.

Miami-based Simpletics reports rapid traction for ultra-short ingredient formulas, fueled by 1B social views and Amazon bestseller badges. The brand positions health-first men’s styling with 4–5 ingredient SKUs and clean claims. Signals continued momentum for minimalist INCI lists, Amazon-first growth, and male clean-grooming adoption.

⚡QUICK READS

Dyson’s Omega Haircare Gets Early Positive Reviews: First-look testing highlights lightweight, non-greasy performance and refillability, signaling a tools-to-consumables strategy that could boost LTV for premium beauty tech brands.(More)

Brooke Shields Activates Commence With Hamptons Pop-Up: The 40+ focused haircare brand leans into community retail and founder-led storytelling to refine audience targeting and drive earned-media visibility.(More)

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