• Untangled
  • Posts
  • Dyson Grows Its Own Hero Ingredient for New Hair-Care Line

Dyson Grows Its Own Hero Ingredient for New Hair-Care Line

Plus: Chris McMillan Debuts Haircare Line With Sephora

Author

Zihan Lyu
August 20, 2025 • Estimated Reading Time: 5 minutes

Untangled

Here's what's happening this week in the world of haircare eCommerce:
- Dyson vertically farms sunflower oil for new line
- Chris McMillan debuts haircare line with Sephora
- L’Oréal taps Alia Bhatt for Gloss launch

💸 The $200B Miscalculation Marketers Can’t Afford

On stage at eTail Boston, Fospha’s Chief Product Officer, Dom Devlin, warned that retail’s reliance on last-click metrics is outdated, and it’s costing brands $200 billion in under-credited sales.

The missed connection is clear: shoppers often discover on TikTok, Meta, or Snap, but complete their purchase on Amazon, Walmart, or Target. Traditional attribution frameworks rarely connect those dots. As a result, channels that spark demand are stripped of credit, while budgets overweight the “closers” - whether or not they truly created the sale.

Dom called this the bottom-of-funnel trap: over-investing in channels that finish the purchase while underfunding those that generate demand. The fallout is higher acquisition costs and shrinking pipelines of future customers.

Fospha’s Halo platform was built to break that cycle. By integrating marketplace and DTC sales into one unified ROAS, it captures the full impact of discovery spend across the funnel. For brands like Nécessaire and Give Me Cosmetics, that visibility has unlocked the confidence to double down on demand generation while protecting profitability.

📥Download Fospha’s Halo Report to see how leaders are funding growth where it really starts.

📌WEEKLY MUST-KNOWS

Dyson dropped its second hair-care line in a year, sourcing sunflower oil directly from its own farms. The farm-to-formula move signals deeper vertical integration, supply security, and a premium sustainability story to support higher price points. Expect stronger salon and DTC narratives around performance plus provenance.

At KCON LA, COSRX unveiled its Peptide-132 Ultra Perfect Hair Bonding Trio with massive on-site demand and amplification from K-pop group CRAVITY. The skincare-first brand used experiential sampling and stage shoutouts to expand into US haircare among Gen Z audiences. Expect more skincare-to-haircare crossovers and music-fueled activations as brands chase social velocity and offline-to-online conversion.

INFLUENCER RETAIL
Chris McMillan Debuts Haircare Line With Sephora
Celebrity stylist Chris McMillan launched a new line with Sephora, tapping decades of salon credibility and built-in fandom. The move blends expert authority with national retail scale, primed for creator-led education and in-store trial. Expect rapid content flywheels across TikTok, Sephora sampling, and stylist channels.

🧐 What Does Brand Building Really Mean in eCommerce?

I had an engaging conversation with Alex Brownsell for the latest episode of the WARC Podcast. | Sam Carter, CEO at Fospha

We discussed where most brands get it wrong when it comes to brand building, with bad measurement and poor organizational structure amongst the biggest contributing factors - and how Fospha is aiming to solve the biggest questions around brand measurement with Glow.

Thanks Alex and team again for having me (and for offering a brief airconditioned respite from the intense heat and chaos of Cannes!)

⚡QUICK READS

TikTok’s Most Viral Hair-Care Brands Right Now: NewBeauty’s roundup spotlights which brands are winning creator-driven discovery, a signal to double down on UGC seeding, short-form reviews, and affiliate bundles. (More)

L’Oréal Paris Rolls Out Glycolic Gloss With Alia Bhatt: The gloss-first push pairs a hero ingredient story with celebrity reach, reinforcing shine-focused claims and global creator campaigns that can localize for diaspora audiences. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division